Virtual World Metrics Draft


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Draft presentation (in English) about the state of the art in virtual world metrics; with a special focus on Second Life

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Virtual World Metrics Draft

  1. 1. Measurable Results for Projects in Virtual Worlds? What is measurable, what might be and what should be … Second Life, October 22nd, 2007
  2. 2. What we believe ...
  3. 3. We believe .... <ul><li>... that the future internet will not be limited to a web of ‘pages’, consisting of text, graphics and some snippets of sound and moving pictures. </li></ul><ul><li>... that the next evolutionary step of the world wide web will lead – among other innovations – to the 3D Web , a platform where the information contained in flat pages today is presented as a virtual world , rendered more or less realistically on the screen before our eyes. </li></ul>
  4. 4. Making Sense Of Business in Virtual Worlds <ul><li>We are consulting and supporting organizations and individuals on their way into the realm of virtual worlds. </li></ul><ul><li>Our projects, products and services are always set into a context of integrated brand communication , have a clear focus on Return-on-Investment and are subject to measurable key performance indicators . </li></ul>
  5. 5. No Project without Performance Indicators! <ul><ul><li>Every project needs clear goals and performance indicators! </li></ul></ul><ul><ul><li>Only measurable performance indicators are good performance indicators </li></ul></ul><ul><ul><li>Good performance indicators should have a direct correlation to the projects success </li></ul></ul>
  6. 6. No Project without Performance Indicators! <ul><li>… and the projects success has to have a direct correlation to the organizations success </li></ul><ul><ul><li>Sales volume </li></ul></ul><ul><ul><li>Financial results </li></ul></ul><ul><ul><li>Awareness </li></ul></ul><ul><ul><li>Attitude </li></ul></ul>
  7. 7. <ul><li> The only thing really important, is the final result … </li></ul><ul><li>Helmut Kohl, Chancellor of Germany 1982 to 1998 </li></ul>
  8. 8. And what should be the final result? <ul><li>Every activity of a company, even “pure brand building”, in every media channel has to </li></ul><ul><ul><li>win new customers </li></ul></ul><ul><ul><li>retain existing customers </li></ul></ul><ul><ul><li>Generate profitable business </li></ul></ul><ul><li>in the end </li></ul><ul><li>Anything else ... might be somewhat nice ... </li></ul>
  9. 9. Can we measure that (yet)? <ul><li>Can we measure at least, how “good” we are? </li></ul><ul><li>In SL/virtual worlds generally </li></ul><ul><li>with certain projects In comparison with </li></ul><ul><li>other media channels </li></ul><ul><li>other projects </li></ul><ul><li>??? ??? ??? ??? ??? </li></ul>
  10. 10. What Metrics are We Talking About? <ul><li>There are metrics and metrics </li></ul><ul><ul><li>There are … </li></ul></ul><ul><ul><li>Metrics for the world as a whole which is the biggest, best, most involving, easiest, whatever? SL, There, Entropia, Gaia, HiPiHi, Habbo …? </li></ul></ul><ul><ul><li>Metrics to compare projects in one world Who has more sales, leads, visits, visitors, minutes spent? etc. </li></ul></ul><ul><ul><li>Metrics to compare virtual worlds with other channels Reach, Demographics, CPC, CPT, CPL … </li></ul></ul><ul><ul><li>Metrics to evaluate and optimize a single project Where are the people? Where do they enter/leave? For how long are they with us? Who comes back? Et. </li></ul></ul>
  11. 11. Metrics in Second Life <ul><li>A little bit is “built in” – a little bit! </li></ul>
  12. 12. Wie sieht es mit der Messbarkeit in SL aus?
  13. 16. What can be measured, too <ul><li>Avatar </li></ul><ul><ul><li>Position </li></ul></ul><ul><ul><li>Orientation </li></ul></ul><ul><ul><li>Sitting/standing </li></ul></ul><ul><ul><li>Avatar name </li></ul></ul><ul><ul><li>Avatar age </li></ul></ul><ul><ul><li>etc. </li></ul></ul><ul><li>Derived performance indicators </li></ul><ul><ul><li>Time spent, level of activity, </li></ul></ul><ul><ul><li>Amount of returning visitors </li></ul></ul><ul><ul><li>etc. </li></ul></ul>
  14. 17. Available Tools <ul><li>Examples </li></ul><ul><ul><li>Maya Realities </li></ul></ul><ul><ul><li>SL Metrics </li></ul></ul><ul><ul><li>Second Labs </li></ul></ul><ul><ul><li>Slogbase (Clear Ink) </li></ul></ul><ul><ul><li>… </li></ul></ul>
  15. 18. Meist frequentierte Bereiche.
  16. 19. Einstiegspunkte (Landmarks?)
  17. 20. Summarische Angaben/Grafiken
  18. 24. This is the State of the Art like 1996 on the Web! <ul><li>In the focus of all measurable activities </li></ul><ul><ul><li>The Hit </li></ul></ul><ul><ul><li>The Visit </li></ul></ul><ul><ul><li>The View </li></ul></ul>
  19. 25. It’s For Free these Days <ul><li>Check out Google Analytics </li></ul>
  20. 27. Are these the numbers, that we need?
  21. 28. Not really! <ul><li>At least not these numbers alone … </li></ul>
  22. 29. What we really need <ul><li>In the focus today (of current web metrics) </li></ul><ul><ul><li>Transactions </li></ul></ul><ul><ul><li>Conversion </li></ul></ul><ul><ul><li>Awareness </li></ul></ul><ul><ul><li>Attitude </li></ul></ul>
  23. 30. Example: Measuring Conversion
  24. 33. You can’t measure this in SL easily with the tools of today! <ul><li>State of the Art today: „Where are the Avatars?“ </li></ul><ul><li>What we need to know: What these Avatars … </li></ul><ul><ul><li>do (click on) </li></ul></ul><ul><ul><li>buy </li></ul></ul><ul><ul><li>give/take </li></ul></ul><ul><ul><li>say </li></ul></ul><ul><li>This is impossible or hard to measure for current tools </li></ul><ul><li>> Additional scripted “sensors” are needed (Standards?) </li></ul>
  25. 34. Example: Measuring Awareness <ul><li>The coin of awareness on the Web today: </li></ul><ul><li>Ad-Impressions </li></ul><ul><li>Ad-Clicks and the CTR </li></ul><ul><li>(Leads) </li></ul>
  26. 35. The „Problem“ <ul><li>(This is not really the focus of current VW projects) </li></ul><ul><li>That is hard to measure with current platforms/tools </li></ul><ul><li>There are no (accepted) standards </li></ul>
  27. 36. We do this ... (*cough* *cough*) <ul><li>Since spring of 2007 we are offering an advertising network in virtual worlds, which has already seen campaigns by Deutsche Post, Funny Frisch, Axel Springer, EnBW, Gothaer Versicherungen or Festo AG. </li></ul><ul><li>Where we measure exactly, if the ad has appeared on the users screen, for how long, etc ... </li></ul>
  28. 37. Lookout: what will/has to happen <ul><li>Tools </li></ul><ul><ul><li>Less focus on measuring position (or “traffic”) </li></ul></ul><ul><ul><li>More focus on “pathes” and conversion goals </li></ul></ul><ul><ul><li>Measuring, what the avatars see and hear </li></ul></ul><ul><ul><li>Measuring, what the avatars do </li></ul></ul><ul><li>Creating an establishing standards </li></ul><ul><ul><li>Establishing „web-analog“ standards for performance metrics (Ad-Impression, visit, unique visitors …) </li></ul></ul><ul><ul><li>Establishing “some” accepted platform metric (accounts, sessions, usage/engagement “levels”, time-spent, ) </li></ul></ul>
  29. 38. Imprint <ul><li>The ideas and concepts presented here have been created by and are the property of The Otherland Group GmbH. They are protected by Copyright laws in Europe, the USA and other countries. The reproduction of this document and/or distribution to third parties - as a whole or in part - is strictly prohibited. </li></ul><ul><li>The Otherland Group Köpenicker Str. 48/49 10179 Berlin-Mitte, Germany </li></ul><ul><li>Contact: Markus Breuer </li></ul><ul><li> +49 [170] 807 23 56 </li></ul>