ROI Dashboard for Online Media and Social Media Applications

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    ROI Dashboard for Online Media and Social Media Applications - Presentation Transcript

    1. ROI Dashboard Metrics for the User Experience Indicator Michael Hafner http://www.kbex.eu michael-hafner (at) a1.net
    2. Introduction These are additional materials supporting the concept of the ROI Dashboard the full story can be found on the kbex-blog ( http://www.kbex.eu , http://kbex.wordpress.com/tag/roi-dashboard/ )
    3. Efficiency – Creation efficiency
      • time spent for content creation (compared to old system)
      • wiki effort (pages+edits) compared to users
    4. Efficiency – Creation efficiency 2
      • RSS Factor: Feeds and feedintegrations compared to users (clickers)
      • Development of added value: increase value through valued content (wiki, media (video))
    5. Efficiency – Usage efficiency
      • do users search for terms they should not have to?
      • do users understand and actively work with the content?
    6. Efficiency – Usage efficiency
      • wiki index measures degree of participation and cost per user
      • rss index measures participation and cost per user
    7. Satisfaction - Ease of Access
      • Search Index – does search deliver the desired results
      • do users consume added value, in what extent (participation, cost per user)
    8. Satisfaction - Engagement
      • Blog index – indicates participation, cost per user
      • wiki index - Indicates participation and cost per user
    9. Quality
      • editor flow – indicates productivity in relation to maintenance, error handling
      • search flow – indicates user experience (learning system)
    10. Impact
      • usage index rss, comments – indicates participation, cost per user
      • total usage ratio – indicates trends, development, distribution and cost per user
    11. Monetization – Creation Efficiency
      • Efficiency
      • creation ratio: (time then – time now) * hourly fee = $$$
      • wiki factor: pages * (cost per cms page – cost per wiki page) = $$$
        • costs cms page: 1 editor – 30 pages per week – 120 pages per month – 100% salary -> 100/120 = 0,83 % of salary per page
        • costs wiki page: 1 employee – 5 edits per month – 1 hour per week (2,5 % of worktime) - > 2,5/5 = 0,5 % of salary per page
    12. Monetization – Creation Efficiency
      • Efficiency 2
      • rss factor: (cost per page / (integrated,applied feeds) ) = $$$
        • reduced cost per page, optimized cost per user through rss reuse
      • added value: media value x $ + wiki value y $ = $$$
    13. Monetization – Usage Efficiency
      • Usage efficiency
      • bad search, total search:
        • cost of bad search: (3 * hourly fee) / 60 * bad searches =$$$
        • gain of good search: (total search – bad search) * 2 * hourly fee / 60 = $$$
        • bad search: 3 mins lost
        • good search: 2 mins won
      • tag factor: define participation value * tags = $$$
      • wiki index: (participation value * pages + edits) = $$$
        • (cost per page * (pages = edits) ) / users= $$$
      • rss index: cost per page / rss subscriptions = $$$, optimized cost per user
    14. Monetization – Satisfaction, Ease of Access
      • Satisfaction – Ease of Access
      • Search Index:
        • cost of browsing: (2 * hourly fee) / 60 * resultpages =$$$
        • gain of result clicks: clicks * 2 * hourly fee / 60 = $$$
        • the more users click on search results, the better the search; the more resultspages they have to browse, the more potential for optimization
        • browse: 2 min per page lost; click: 2 min won
      • media index
        • items consumed * x $ = $$$
        • items consumed > 50% * 3x = $$$
        • define contact price: reaching users with a video is worth x $, reaching them intensely (> 50%) is worth 3x $
    15. Monetization – Satisfaction, Engagement
      • Satisfaction – Engagement
      • Blog Index:
        • worth of total portal: clicks * x $ = $$$
        • worth of blogs: clicks * 3x $ = $$$
        • efficiency total: worth of total portal / (cost per page * clicks) = $$$
        • efficiency blogs: worth of blogs / (cost per page * clicks) = $$$
        • efficiency through engagement ratio 1: efficiency blogs / efficiency total
        • assumption: blogs are non mandatory content – consumed with more interest
        • reaching users with mandatory content is worth x $, with optional content is worth 3x $ (compared to tcp, advertising)
    16. Monetization – Satisfaction, Engagement
      • Satisfaction – Engagement
      • Wiki Index:
        • worth of total portal: clicks * x $ = $$$
        • worth of wikis: clicks * 3x $ = $$$
        • efficiency total: worth of total portal / (cost per page * clicks) = $$$
        • efficiency wikis: worth of wiki / (cost per page * clicks) = $$$
        • efficiency through engagement ratio 2: efficiency wikis / efficiency total
        • assumption: wikis are non mandatory content – consumed with more interest
        • reaching users with mandatory content is worth x $, with optional content is worth 3x $ (compared to tcp, advertising)
      • total efficiency through engagement ratio: ratio 1 * ratio 2
    17. Monetization - Quality
      • Quality
      • editor flow:
        • editor productivity ratio = (total time editing * hourly fee) / (time for fixing, administrating, changes * hourly fee)
      • search flow:
        • empty search results: loss of 10 mins
        • search flow: total searches / empty searches
        • search flow ratio: empty searches * 10 * hourly fee / 60 = $$$
    18. Monetization - Impact
      • Impact
      • rss, comments:
        • rss: cost per page / number of subscriptions
        • comments: comments * 12x = $$$
        • comments show value and user engagement, if one pageview values x $, 1 comments values 12x $
      • total usage ratio:
        • (wiki clicks / total clicks) = ratio 1
        • (blog clicks / total clicks) = ratio 2
        • indicates growth or decrease in total value
    19. The Dashboard
      • Display charts
      • Display values
      • integrate and extend easily
    20. Creation efficiency
      • creation ratio: (time then – time now) * hourly fee = $$$
      • (9360 – 1170) * 80/60 =
      • 10920 $
        • pages * (cost per cms page – cost per wiki page) = $$$
        • 87 * (120 – 72) =
        • 4176 $
    21. Creation efficiency 2
      • cost per page / integrated feeds = $$$
      • 72 / 17 =
      • 4,23 $
      • added value: media value x $ + wiki value y $ = $$$
      • 11 * 250 $ + 4600 * 12 $ =
      • 57950 $
    22. Usage efficiency
          • cost of bad search: (3 * hourly fee) / 60 * bad searches =$$$
          • 3 *(80/60) * 270 = 1080 $
          • gain of good search: (total search – bad search) * 2 * hourly fee / 60 = $$$ (100000 – 270) * 2 * 80/60 =
          • 265964 $
        • participation value * tags = $$$
        • 12 $ * 374 = 4488 $
    23. Usage Efficiency 2
      • (participation value * pages + edits) = $$$
      • (12 * 4800) = 57600 $
      • (cost per page * (pages + edits) ) / users= $$$
      • 50 * 4800 / 4000 = 60 $
        • cost per page / rss subscriptions = $$$, optimized cost per user
        • 72 / 2430 = 0,296 $
    24. Satisfaction – Ease of Access
      • cost of browsing: (2 * hourly fee) / 60 * resultpages =$$$
      • 2 * 80 / 60 * 0,15* 100000 = 40000 $
      • gain of result clicks: clicks * 2 * hourly fee / 60 = $$$
      • 2570 * 2 * 80/60 = 6853 $
          • items consumed * x $ = $$$
          • 37679 * 12 $ = 452148 $
          • items consumed > 50% * 3x = $$$
          • 16345 * 36 $ = 588420 $
    25. Satisfaction - Engagement
      • worth of total portal: clicks * x $ = $$$, 4000000 * 0,2 $ = 800 000 $
      • worth of blogs: clicks * 3x $ = $$$, 218870 * 0,6 $ = 131320 $
      • efficiency total: worth of total portal / (cost per page * clicks) = $$$
        • 800000 / (72 * 1300000) = 0,002777
      • efficiency blogs: worth of blogs / (cost per page * clicks) = $$$
      • 131320 / (100 * 218870) = 0,00599
      • efficiency through engagement ratio 1: efficiency blogs / efficiency total
      • efficiency through engagement 1 :
      • efficiency blogs / efficiency portal
      • 0,00599 / 0,002777 = 2,162
    26. Satisfaction - Engagement
      • worth of total portal: clicks * x $ = $$$, 800 000 $
      • worth of wikis: clicks * 3x $ = $$$, 376650 * 0,6 $ = 225990 $
      • efficiency total: worth of total portal / (cost per page * clicks) = $$$, 0,002777
      • efficiency wikis: worth of wiki / (cost per page * clicks) = $$$
      • 225990 / (50 * 376650) = 0,12
      • efficiency through engagement ratio 2: efficiency wikis / efficiency total
      • 0,012 / 0,02777 = 4,312
        • total efficiency through engagement ratio: ratio 1 x ratio 2
        • 2,162 * 4,312 = 9,322
    27. Quality
      • editor productivity ratio = (total time editing * hourly fee) / (time for fixing, administrating, changes * hourly fee)
      • (444 – 35) * (80 / 60) =
      • 545,33 $
          • empty searches * 10 * hourly fee / 60 = $$$
          • 3565 * 10 * 80/60 =
          • 47533 $
    28. Impact
      • rss: cost per page / number of subscriptions
      • 72 / 26665 = 0,00270
      • comments: comments * 12x = $$$
      • 289 * 12 = 3468 $
      • (wiki clicks / total clicks) = ratio 1
      • 37665 /1300000 = 0,02897
      • (blog clicks / total clicks) = ratio 2
      • 21887 / 13000000 = 0,01683
    29. Cost Overview
    30. Cost and revenue development
    31. ROI development
    32. Dashboard
      • add your favorite charts
      • or add all charts and cluster them
      • or use the ROI chart only
      • ...you know the details, how to handle them and how to control changes
    33. Process overview relate to business strategies define key values select KPIs define monetization formulas create overview charts collect data, calculate financial values cluster costs cluster revenues calculate and monitor ROI detailed data aggregated data
    34. Read the full story
      • kbex Blog deals with communication, collaboration and the philosophy of media: ideas around intranets, internet, e commerce, social media, and online media in general. it serves as a best practise repository and sometimes reports from conferences
      • http://kbex.wordpress.com/tag/roi-dashboard/

    + Michael HafnerMichael Hafner, 10 months ago

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