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Measuring Engagement
www.digitalbalance.com.au
Measuring Engagement.
What do the more traditional web metrics
help us to understand?
What do the more traditional web metrics
help us to understand?
 number of unique visitors
 number pages viewed
 depth ...
What do the more traditional web metrics
help us to understand?
Emphasis on the
number not experience.
 number of unique ...
Introducing…
Engagement scoring.
A proper definition.
Engagement is a measure of a brand’s ability to hold the
attention of visitors and encourage particip...
Engagement is a measurement of how
much your audience loves your website
experience (or not).
A proper definition.
Engagem...
The engagement journey.
TRAFFIC
METRICS.
ENGAGEMENT
METRIC.
ENGAGEMENT
SCORE.
The engagement journey.
TRAFFIC
METRICS.
• Visits
• Visitors
• Page views
• Time on site
• Searches
• Terms
• Device types...
The engagement journey.
TRAFFIC
METRICS.
ENGAGEMENT
METRIC.
% of your visitors who do X, Y and Z
on your site
+ Click dept...
The engagement journey.
TRAFFIC
METRICS.
ENGAGEMENT
METRIC.
ENGAGEMENT
SCORE.
Engagement scoring is a measure of
your bran...
How do you calculate
engagement score?...
How do you calculate
engagement score…?
What can you do with your engagement score?...
It’s a personal thing.
Identify digital content
consumption at all stages
o...
#1
Identify digital content
consumption at all stages of
the user journey.
Example: planning a holiday
OFFSITE
social media
YouTube
share
imagery
ONSITE
imagery
ONSITE
itineraries
deals
ONSITE
even...
#2
Give each type of content
a ‘score’.
Example: planning a holiday
OFFSITE
social media
YouTube
share
imagery
ONSITE
imagery
ONSITE
itineraries
deals
ONSITE
even...
#3
Assign points to visitors based
on content they’ve
viewed/interacted with.
Example: planning a holiday
OFFSITE
social media
YouTube
share
imagery
ONSITE
imagery
ONSITE
itineraries
deals
ONSITE
even...
#4
Calculate the engagement
score.
Total score
Number visitors
Average
engagement
score
=
(1+8+48)
3
?=
(1+8+48)
3
19=
What can you do with your
engagement score?...
What can you do
with your
engagement score…?
An alternative metric.
What can you do with your engagement score?...
We can make informed decisions.
 Tailor your content plans more effectivel...
We can start to compare
engagement over time.
We can optimise our channels for
quality not quantity.
Jan – Feb 2013
(Visits)
Jan – Feb 2014
(Visits)
Traffic
Natural / O...
We can optimise our channels for
quality not quantity.
Jan – Feb 2013
(Visits)
Jan – Feb 2014
(Visits)
Traffic Current
Eng...
Compare with other segments.
Use demographics for
engagement - gender.
Use demographics for
engagement - age.
And other CRM attributes.
-
50
100
150
200
250
Prospects
Customers
AverageEngagementScore/Visitor
Compare customers vs. prospects
overtime
What can you do with your engagement score?...
What content do you consider to be of
the greatest value?
Not all content is
created equal.
What can you do with your engagement score?...
What content do you consider to be of
the greatest value?
What does that va...
What can you do with your engagement score?...
Remember, it’s a personal thing.
Identify digital content
consumption at al...
Like to know more?
DOWNLOAD our Guide to Engagement
Questions?
Like what you see? Why not follow us?
/digitalbalance/@dbsocialAU
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Measuring Engagement

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Introducing Engagement Scoring - a way to measure the experiences your audience has with your brand's website.

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Measuring Engagement

  1. 1. Measuring Engagement www.digitalbalance.com.au
  2. 2. Measuring Engagement.
  3. 3. What do the more traditional web metrics help us to understand?
  4. 4. What do the more traditional web metrics help us to understand?  number of unique visitors  number pages viewed  depth of visit  time on site
  5. 5. What do the more traditional web metrics help us to understand? Emphasis on the number not experience.  number of unique visitors  number pages viewed  depth of visit  time on site
  6. 6. Introducing… Engagement scoring.
  7. 7. A proper definition. Engagement is a measure of a brand’s ability to hold the attention of visitors and encourage participation.
  8. 8. Engagement is a measurement of how much your audience loves your website experience (or not). A proper definition. Engagement is a measure of a brand’s ability to hold the attention of visitors and encourage participation.
  9. 9. The engagement journey. TRAFFIC METRICS. ENGAGEMENT METRIC. ENGAGEMENT SCORE.
  10. 10. The engagement journey. TRAFFIC METRICS. • Visits • Visitors • Page views • Time on site • Searches • Terms • Device types • Etc... ENGAGEMENT METRIC. ENGAGEMENT SCORE.
  11. 11. The engagement journey. TRAFFIC METRICS. ENGAGEMENT METRIC. % of your visitors who do X, Y and Z on your site + Click depth + Duration + Recency + Brand awareness + Feedback + Interactions + Loyalty Segment by section, source and audience. ENGAGEMENT SCORE.
  12. 12. The engagement journey. TRAFFIC METRICS. ENGAGEMENT METRIC. ENGAGEMENT SCORE. Engagement scoring is a measure of your brand’s ability to hold the attention of visitors and encourage participation. Content and interactions are scored. Visitors gather scores as they interact with your content. It’s those individual scores that show how engaged they are with your brand. It’s used to: + Tailor your content + Target communication plans + Drive more leads + Improve experience + Personalise the experience
  13. 13. How do you calculate engagement score?... How do you calculate engagement score…?
  14. 14. What can you do with your engagement score?... It’s a personal thing. Identify digital content consumption at all stages of the user journey. #1 Give each type of content a score. #2 Assign points to visitors based on content they’ve viewed/interacted with. #3 Calculate the engagement score. #4
  15. 15. #1 Identify digital content consumption at all stages of the user journey.
  16. 16. Example: planning a holiday OFFSITE social media YouTube share imagery ONSITE imagery ONSITE itineraries deals ONSITE events time & distance maps destinations must see & do OFFSITE mobile app TRIGGER GET INSPIRED NARROW FIELD NEGOTIATE & DECIDE HONE IN DURING & AFTER HOLIDAY Motivate me! Familiar vs. new Overseas or interstate? ONSITE accomm. deals shares What works for us? Help me share and convince my family. How far? How much? Cost? ONSITE reviews Let me share my holiday!
  17. 17. #2 Give each type of content a ‘score’.
  18. 18. Example: planning a holiday OFFSITE social media YouTube share imagery ONSITE imagery ONSITE itineraries deals ONSITE events time & distance maps destinations must see & do OFFSITE mobile app TRIGGER GET INSPIRED NARROW FIELD NEGOTIATE & DECIDE HONE IN DURING & AFTER HOLIDAY Motivate me! Familiar vs. new Overseas or interstate? ONSITE accomm. deals shares What works for us? Help me share and convince my family. How far? How much? Cost? ONSITE reviews Let me share my holiday! 30pts10pts5pts2pts1pt
  19. 19. #3 Assign points to visitors based on content they’ve viewed/interacted with.
  20. 20. Example: planning a holiday OFFSITE social media YouTube share imagery ONSITE imagery ONSITE itineraries deals ONSITE events time & distance maps destinations must see & do OFFSITE mobile app TRIGGER GET INSPIRED NARROW FIELD NEGOTIATE & DECIDE HONE IN DURING & AFTER HOLIDAY ONSITE accomm. deals shares ONSITE reviews 30pts10pts5pts2pts1pt Person A = 1 point Person B = 8 points Person C = 48 points +2 +2 +5 +5 +10 +30 +1 +1 +1
  21. 21. #4 Calculate the engagement score.
  22. 22. Total score Number visitors Average engagement score =
  23. 23. (1+8+48) 3 ?=
  24. 24. (1+8+48) 3 19=
  25. 25. What can you do with your engagement score?... What can you do with your engagement score…?
  26. 26. An alternative metric.
  27. 27. What can you do with your engagement score?... We can make informed decisions.  Tailor your content plans more effectively  Target communication plans by channel  Drive more revenue, leads or greater engagement  Better user experience  Customer segmentation  Personalisation of the experience
  28. 28. We can start to compare engagement over time.
  29. 29. We can optimise our channels for quality not quantity. Jan – Feb 2013 (Visits) Jan – Feb 2014 (Visits) Traffic Natural / Organic search 433,342 439,930 +1% Direct type-in / Bookmarks 165,183 96,865 -41% Paid search / AdWords 46,044 94,723 +106% Referring domains 108,272 29,713 -73% Display advertising 27,000 6,054 -78% Email campaigns 4,666 5,978 +28% Social Media 3,455 4,255 +23%
  30. 30. We can optimise our channels for quality not quantity. Jan – Feb 2013 (Visits) Jan – Feb 2014 (Visits) Traffic Current Engagement Score Net Change Natural / Organic search 433,342 439,930 +1% 86 +12% Direct type-in / Bookmarks 165,183 96,865 -41% 70 +4% Paid search / AdWords 46,044 94,723 +106% 50 +22% Referring domains 108,272 29,713 -73% 65 +42% Display advertising 27,000 6,054 -78% 20 -8% Email campaigns 4,666 5,978 +28% 65 +4% Social Media 3,455 4,255 +23% 72 +17%
  31. 31. Compare with other segments.
  32. 32. Use demographics for engagement - gender.
  33. 33. Use demographics for engagement - age.
  34. 34. And other CRM attributes.
  35. 35. - 50 100 150 200 250 Prospects Customers AverageEngagementScore/Visitor Compare customers vs. prospects overtime
  36. 36. What can you do with your engagement score?... What content do you consider to be of the greatest value?
  37. 37. Not all content is created equal.
  38. 38. What can you do with your engagement score?... What content do you consider to be of the greatest value? What does that value represent?
  39. 39. What can you do with your engagement score?... Remember, it’s a personal thing. Identify digital content consumption at all stages of the user journey. #1 Give each type of content a score. #2 Assign points to visitors based on content they’ve viewed/interacted with. #3 Calculate the engagement score. #4
  40. 40. Like to know more? DOWNLOAD our Guide to Engagement
  41. 41. Questions? Like what you see? Why not follow us? /digitalbalance/@dbsocialAU

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