2012-07 Paper session UMAP - Models of user engagement

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Our research goal is to provide a better understanding of how users engage with online services, and how to measure this engagement. We should not speak of one main approach to measure user engagement …

Our research goal is to provide a better understanding of how users engage with online services, and how to measure this engagement. We should not speak of one main approach to measure user engagement – e.g. through one fixed set of metrics – because engagement depends on the online services at hand. Instead, we should be talking of models of user engagement. As a first step, we analyzed a number of online services, and show that it is possible to derive effectively simple models of user engagement, for example, accounting for user types and temporal aspects. This paper provides initial insights into engagement patterns, allowing for a better understanding of the important characteristics of how users repeatedly interact with a service or group of services.

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  • 9. C56*9%,(&> aY*&*+ bD/,&+4[+F$*R()-+D*&*+ ac$*$-*+ bD/,&+4[+I$*$-*+ a7H$)B*+ bD/,&+4[+)H$)B*+ D4<E(&> 7H$)B#&N-3+ :I&A2&+(D/,&+4[+NA2&+I$&.*+N&+I$*$-"+ #.&HHQ$/&:+ :I&A2&+R/&+N&+I$*$-+ F5>%9&> :)RI&#A5*+ bD/,&+4[+FA5*+A+D*&+I$*$-&F+-3&+*$-&+ d&-D(dA-&+ bD/,&+4[+R/&*+A+D*&+I$*$-&F+-3&+*$-&+ #.&HHQ$/&1+ :I&A2&+R/&+A+D*&+*N&(F+4(+-3&+*$-&"+6A(&L&+1&3/A((+ #&T($R4(G+)3AA)-&$*R)*+A(F+/&A*D&/&(-*+ `+
  • 10. #Clicks SA  !"-=)$*%"#7-5#Q0#14=)45#T1&U# 15 QRSS5#VW#PD#4,-=4# Popularity QA  J,)9+,4=#3=-),$4#$%))=&*%"4# 10 #Visits Count 14,">#G="7&&#-1#)"K# $%))=&*%"#MXN# 5 WA  X,"-)#Y#RAZS5#X,"-=)#Y#RAQW# #Users 0 -1 -0.5 0 0.5 1 Value ActiveDays Loyalty ReturnRate DwellTimeL DwellTimeA G(.$45,,+9%<5-)B(&$(- ClickDepth Activity /+&,(4.,5*6)H 9+))45,,+9%<5-)A+&B++-"ClickDepth DwellTimeA DwellTimeL ReturnRate ActiveDays #Users #Visits #Clicks Activity Loyalty Popularity6A(&L&+1&3/A((+ #&T($R4(G+)3AA)-&$*R)*+A(F+/&A*D&/&(-*+ !V+
  • 11. _I&5-3$(2+$*+*BA-&A,H&""+,5+:efgK+ I(&+)3(?+,0 _(2A2&/&(-+D(F&+-3&+ /$)4*)4N&"+
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  • 13. ;)+,)%-3F5>%9&> Groups #Days with a visit •  Z$-&*+3AI&+F$%&&(-+D*&+24DN*+ Tourists 1 day Interested 2-4 days •  i4N4R4(+4[+D*&+24DN*+$*+*$-&=F&N&(F&(-+ Average 5-8 days Active 9-15 days VIP >15 days 3=7,# M4@=$,&#=;="-4N# 3=7,5# ="-=)-,"3="-# 7,&U#$*;,-U5# 0 20 40 60 80 100 ";,>*%"#6A(&L&+1&3/A((+ #&T($R4(G+)3AA)-&$*R)*+A(F+/&A*D&/&(-*+ !>+
  • 14. @(/+%-3C56*9%,(&> •  Z$-&+&(2A2&/&(-+)A(+,&+N&$4F$)+4+)4(-A$(*+N&AB*+ •  i4NDHA$-5+$*+$(jD&()&F+,5+$(-&(AH+A(F+&O-&(AH+[A)-4*+ 3,&5#4%$,&# 4.%@@,">5# 3=7,# ="-=)-,"3="-#6A(&L&+1&3/A((+ #&T($R4(G+)3AA)-&$*R)*+A(F+/&A*D&/&(-*+ !K+
  • 15. 853+9)5:*)+, +-.%.+/+-&#A(,4AF+24&*+[4+A+.AHB"""+,5+2.AA++
  • 16. L$%99+-.+•  X&A*D$(2+D*&+&(2A2&/&(-+.$-3+&(2A2&/&(-+/&-$)*+M:>5*6,5E(3+%-5-9(-+)+,E(4+N•  k4.+F4+54D+B(4.+.3$)3+&(2A2&/&(-+IAHD&*+$(F$)AR(2+*D))&**S[A$HJ+•  Q3&&+A&+*&I$)&*+-3A-+A&+*$/$HA+-4+54D*J+•  l3$)3+&(2A2&/&(-+/&-$)*+A&+$/N4-A(-+[4+54DJ+•  Q3&&+A&+)3A(2&*+$(+&(2A2&/&(-+4I&+R/&+A(F+.$-3$(+D*&+24DN*J+6A(&L&+1&3/A((+ #&T($R4(G+)3AA)-&$*R)*+A(F+/&A*D&/&(-*+ !?+
  • 17. J+-+,%9/53+9) ;)+,OA%)+3/53+9) @(/+OA%)+3/53+9)#$/&(*$4(*+ =+ @+D*&+24DN*+ .&&BFA5*G+.&&B&(F+ <+/&-$)*+ <+/&-$)*+N&+D*&+ <+/&-$)*+N&+R/&+*NA(+ 24DN+a#$/&(*$4(*+ <+ KV+ !?+ e&(&H+B=/&A(*+.$-3++ e&(FAHH+-AD+A(B+)4&HAR4(+B&(&H+ b,+4[+)HD*-&*+,A*&F+4(+&$2&(IAHD&+F$*-$,DR4(+4[+B&(&H+/A-$O+ Z$2($T)A(-+/&-$)+IAHD&*+.$-3+eD*BAH=lAHH$*SC4([&4(($+a7HD*-&*+mX4F&H*n+ ?+ g+ @+ :(AH5*$(2+)HD*-&+)&(-4$F*+o+/4F&H*+6A(&L&+1&3/A((+ #&T($R4(G+)3AA)-&$*R)*+A(F+/&A*D&/&(-*+ !g+
  • 18. !  i4NDHA$-5+A(F+H45AH-5+A&+$(jD&()&F+,5+&O-&(AH+ popularity loyalty [#Users] [ReturnRate] A(F+$(-&(AH+[A)-4*++ •  &"2"+[&hD&()5+4[+ND,H$*3$(2+(&.+$([4/AR4(G+ &I&(-*G+N&*4(AH+$(-&&*-*+ activity activity [ClickDepth] [DwellTimeA]!  :)RI$-5+F&N&(F*+4(+-3&+*-D)-D&+4[+-3&+*$-&+ ,"-=)=4-94@=$,$# popularity activity activity loyalty [ClickDepth] [DwellTimeA] @=),%7,$# model mg6 model mg5 -- 3=7,# model mg4 model mg3 -- -- -- ++ ++ -- model mg2 ++ model mg1 ++ =9$%33=)$=5# $%">1)*%"# average ++ high - - low6A(&L&+1&3/A((+ #&T($R4(G+)3AA)-&$*R)*+A(F+/&A*D&/&(-*+ !<+
  • 19. ;)+,OA%)+3PQ/53+9)R @(/+OA%)+3PS/53+9)R •  X4F&H*+,A*&F+4(+&(2A2&/&(-+N&+ •  X4F&H*+,A*&F+4(+&(2A2&/&(-+4I&+ D*&+24DN+ .&&BFA5*+A(F+.&&B&(F+";,>*%"# >3=5#4@%)-# .%((,=45# 7,&U#"=+4# popularity activity loyalty user groups ,"-=)=4-94@=$,$# model mu7 -- T model mu6 popularity activity loyalty -- T,I model mu5 T,I,N,A model mt5 {wd}++ model mu4 ++ T,I,N,A,V model mt4 {wd}++ {wd}++ model mu3 ++ T,I,N,A,V model mt3 {we}++ {we}++ model mu2 ++ ++ T,I,N,A,V model mt2 {we}++ {wd}++ model mu1 ++ T,I,N,A,V model mt1 {we}++ {we}++ average ++ high - - low from T to V: increasing decreasing average ++ high {wd} weekdays {we} weekends !  Z$-&*+4[+-3&+*A/&+-5N&+m&"2"+/A$(*-&A/+/&F$An+F4+(4-+(&)&**A$H5+,&H4(2+-4+-3&+ *A/&+/4F&H+ !  Q3&+24DN*+4[+/4F&H*+F&*)$,&+F$%&&(-+A*N&)-*+4[+&(2A2&/&(-G+$"&"+-3&5+A&+ $(F&N&(F&(-+[4/+&A)3+4-3&+ 6A(&L&+1&3/A((+ #&T($R4(G+)3AA)-&$*R)*+A(F+/&A*D&/&(-*+ !`+
  • 20. •  p4DN*+4[+/4F&H*+A&+$(F&N&(F&(-+[4/+&A)3+4-3&+ J+-+,%9 ;)+, @(/+ J+-+,%9 V"VV+ >"@V+ K"0>+ ;)+, >"@V+ V"VV+ K"0@+ @(/+ K"0>+ K"0@+ V"VV+ •  _OA/NH&M+X4F&H+/*1+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ ].,>.#@%@1&),-U#"7#$*;,-U#,"#&&#14=)#>)%1@45#,"$)=4,">#&%U&-U^# •  @Vq+-4+/4F&H+/&1++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ ].,>.#@%@1&),-U#%"#+==K="74#"7#.,>.#&%U&-U#%"#+==K7U4^# •  @Vq+-4+/4F&H+/&7+++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++ ].,>.#$*;,-U#"7#&%U&-U#%"#+==K="74^#6A(&L&+1&3/A((+ #&T($R4(G+)3AA)-&$*R)*+A(F+/&A*D&/&(-*+ 0V+
  • 21. !  Y*&+&(2A2&/&(-+$*+)4/NH&O+A(F+*-A(FAF+/&-$)*+)AN-D&+4(H5+A+NA-+4[+$-+!  Q3&&+A&+*$-&*+.$-3+*$/$HA+A(F+F$%&&(-+&(2A2&/&(-+)3AA)-&$*R)*+!  _(2A2&/&(-+F&N&(F+AH*4+4(+D*&*+A(F+R/&+K+T&•  1A2&+*)AH&+FA-A+A(AH5*$*+-4+,D$HF+A+-AO4(4/5+4[+/4F&H*+4[+D*&+&(2A2&/&(-+•  Y*&+F&/42AN3$)*G+R/&+4[+-3&+FA5G+2&4=H4)AR4(G+&-)+•  r(-&A)R4(*+,&-.&&(+/4F&H*+A(F+*$-&*+6A(&L&+1&3/A((+ #&T($R4(G+)3AA)-&$*R)*+A(F+/&A*D&/&(-*+ 0!+
  • 22. 6A(&L&+1&3/A(( + +T"=C=A2=.3""_>3`A7=# ## # # # #+++AB"=C=9&=.3""A7=# X4D($A+1AH/A* + +3%1",_$3A%)># _HAF+U4/=Q4I + + +=&7U-_U.%%A$%3# p&42&+#DN&- + +>71@)=-_U.%%9,"$A$%3#6A(&L&+1&3/A((+ b&-.4B&F+Y*&+_(2A2&/&(-+ 00+
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