Measuring Web User Engagement: a cauldron of many things.
by Mounia Lalmas, Scientist at Yahoo Labs on Feb 03, 2013
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In the online world, user engagement refers to the quality of the user experience that emphasizes the positive aspects of the interaction with a web application and, in particular, the phenomena ...
In the online world, user engagement refers to the quality of the user experience that emphasizes the positive aspects of the interaction with a web application and, in particular, the phenomena associated with wanting to use that application longer and frequently. User engagement is a multifaceted, complex phenomenon; this gives rise to a number of potential approaches for its measurement. Common ways of measuring user engagement include: self-reporting (e.g., questionnaires); observational methods (e.g., facial expression analysis, speech analysis, desktop actions); and web analytics using online behavior metrics that assess users’ depth of engagement with a site. These methods represent various tradeoffs between the scale of data analyzed and the depth of understanding. For instance, surveys are small-scale but deep, whereas clicks can be collected on a large-scale but provide shallow understanding. However, little is known in validating and relating these types of measurement. This talk will present various efforts aiming at combining techniques from web analytics (in particular clicks) and existing works on user engagement coming from the domains of information science, multimodal human computer interaction and cognitive psychology.
This is a revised presentation of a keynote given at TPDL 2012. New work include online multi-tasking and exploring mouse movement.
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