YLE.fi Engagement Index

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Translation of Kari Haakana's SIGCHI Finland seminar slides at http://www.slideshare.net/ylefi/kiintymyksest

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YLE.fi Engagement Index

  1. 1. About Engagement Kari Haakana YLE.fi (translation by Leevi Kokko)
  2. 2. Measurement today
  3. 3. Measuring weekly visitors • Important for commercial web properties, argumentation for media sales • Not qualitative metric, doesn’t provide input for content development • Does not really tell anything about engagement
  4. 4. Measuring engagement? • Metrics for user loyalty – ie. ”YLE Engagement Index” • How engaged the users are with YLE services? • How active the users are? • How can we increase customer engagement and activity?
  5. 5. Simple solution Background: http://bit.ly/engagement_index
  6. 6. Simple solution, explained • Depth of visit, page views per session • The amount of returning visitors • Session length • Proportion of traffic w/ brand related keywords, direct traffic • User feedback from service(s) • Microconversions (comments, tell-a-friend, etc) • Subscriptions (RSS, Passi/YLE ID logins)
  7. 7. A lot of open questions... • Are we measuring the right things? • Can the things we measure be the same across all YLE services? • Are we able to draw the right conclusions from the results? • Is the analysis guiding us to the right direction?
  8. 8. ...but we’re going to try anyway • We’ll start with beta.yle.fi • If the pilot proves to be successful, we’ll expand to other services • Our goal is an open index: anybody can use the work we’ve done and compare the results with those of YLE • We will communicate the results and process e.g. in our development blog http://blogit.yle.fi/kehitys-kehittyy

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