1) UBM implemented an advanced gamification system in March 2013 to increase engagement in its internal community of 5,500 employees. 2) The presentation analyzes gamification data and metrics to understand trends in member participation, contributions, and reactions over time. Notable increases were seen initially but activity levels began declining. 3) Close examination of the data from the gamification system can provide insights into what types of behaviors and activities are most effective at engaging members and driving community growth. Ongoing analysis is needed to refine the system and keep member attention over the long term.

1. Advanced Gamification Analytics
Ted Hopton, Global Community Manager, UBM

2. UBM Global Community Manager
• Since 2008
• Responsible for the
Hub, an internal
community of 5500+
employees
• Obsessed with metrics
forever…
• Launched Advanced
Gamification Mar 2013
2

3. 3
UBM helps businesses do business
UBM is a global events-led marketing and
communications services business.
We seek to help organisations make connections,
communicate their proposition and do business
effectively.
We enable professional people in more than 20
countries around the world to connect and engage with
each other, with the markets they serve and with the
information they need to succeed.

4. Events
4
• UBM runs more than 400 tradeshows, conferences and other
‘in person’ events around the world each year.
• UBM is the world’s second largest ‘pure play’ event organiser.

5. The Big Picture
Gamification = Rich Data
1. Effective, advanced measurement is
essential to gamification success
2. Gamification data yields deep insights for
overall community management
5
Picture credit: www.fleetlocate.com

6. Mechanical Hurdles
How to Get the Data You Need
6Picture credit: John Roach

7. Problem: If only it were so simple…
• Getting actionable data from the
Gamification Console is difficult
• Hard to figure out what metrics to focus on
7
Picture credit: factspod.blogspot.com

8. Transform the Data
• Get access to exportable reports
• Parse the Tags field
• Add contextual data
(including from Jive)
• Build queries and reports
• Accumulate data over time
• Monitor trends
8
Picture credit: tvtropes.org

9. In the Beginning
How We Set Point Values
9Picture credit: David Trachtenberg

10. Points System: The Foundation
• Points are incredibly important
– Incentives for specific behavior
– Indicates relative value of each behavior
• (Business Value)2 * Difficulty
– Value to the Business 1-5 scale
– Difficulty 1-3 scale
• Set a daily limit
10
Picture credit: Ian Worpole

11. Noticeable Spread in Relative Value
Trigger Points Business
Value
Difficulty
Had their answer
marked correct
75 5 3
Someone shared
their content
48 4 3
Created content 32 4 2
Add a tag 4 2 1
11

12. Finding Answers in the Data
Even If You Aren’t Rainman
12Picture credit: Marco Jacobs

13. Action Types
• Contribution
– Create blog post
– Create idea
– Create document
– Upload document
– Create discussion
– Create poll
– Create group
– Status update
– Answer Marked Correct or
Helpful
• Curation
– Bookmark created
– Delete
– Follow
– Like
– Mention
– Rate
– Mark Answer Correct or
Helpful
– Share
– Join group
– Tag added
13
Picture credit: Adriana de Barrows

14. Action Types
• Participation
– Avatar changed
– Comment
– Download
– View blog post
– Vote on idea/poll
– Complete profile
• Reaction (to you)
– Bookmarked by
another
– Commented on
– Downloaded
– Followed
– Liked
– Mentioned
– Rated
– Voted on
14
Picture credit: Adriana de Barrows

15. % Growth in Activity
15
Mar Apr May Jun Jul Aug
Curation 0% 70% 97% 48% 43% 27%
Contribution 0% 65% 73% 65% 66% 38%
Reaction 0% 53% 90% 50% 37% 31%
Participation 0% 50% 69% 49% 24% 20%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
%IncreasefromLaunchinMar2013
Increase in Gamification Activities / Member Since Launch

16. Make Sense of the Data
• If you’re not
measuring, you are
only guessing
• What are people
actually doing?
• Is it what you
intended?
• Look at your
community metrics
16

17. Increase in Community Activity
17
0
10
20
30
40
50
60
Activity
Hub Activity Trends Per Member
CMR Activity / Member

18. Unprecedented Impact
18
0
2
4
6
8
10
12
14
16
Hub Participating and Contributing Activity Trends
CMR Participating Activity / Active Member CMR Contributing Activity / Active Member
CMR Participating Activity / Member CMR Contributing Activity / Member

19. More People Participating
19
Active Members /
Members
Participating Members /
Members
Contributing Members /
Members
% Increase from Mar-May 12% 27% 32%
% Increase from Mar-Aug 7% 16% 17%
0%
5%
10%
15%
20%
25%
30%
35%

20. Why the Downward Trends?
• Possible explanations:
– Novelty is wearing off. Keeping
people’s attention is difficult.
– May require changing the game
periodically. More missions.
– May need to re-think the way we
implemented gamification.
• It’s too early to be sure…
20

21. Is Gamification Sustainable?
• Much like a
community itself
– Can’t just walk
away
– Need to nurture it
– Need to study the
data to learn what
works and what
does not
21
Picture credit: Peter VandenBerg

22. Takeaways
• Get access to exportable
reports and transform the
data
• Set point values logically
and carefully
• Categorize the raw data
22
• Look at trends and % change to detect meaning
• Compare to community metrics
Picture credit: Ken Davenport