Transmedia metrics: Towards a new Transmedia Engagement Metrics model

The Conducttr Conference 2014

Towards a new Transmedia Engagement Metrics Model

Hille van der Kaa | Eefje Op den Buysch

@hillevanderkaa | @eefski

#cdttr2014

VIEW OR DOWNLOAD WHITEPAPER

TINYURL.COM/TRANSMEDIAMETRICS

Hillevan der Kaa

Hillevan der Kaa

EefjeOp den Buysch

&

EefjeOp den Buysch

TRANSMEDIASTORYTELLING

LABTilburg, the Netherlands

THE TEAMS WERE IN NEED OF

MEANINGFUL MEASURING TOOLS

Students wanted to know how their users

experienced the user journey they created for

them

THE TEAMS WERE IN NEED OF

MEANINGFUL MEASURING TOOLS

WHAT LEAD UP TO THIS PLAYER CYCLING

FOR TWO KILOMETERS TO DELIVER A FAKE PACKAGE?

OUR MISSION

DESIGN A MODEL THAT CAN BE USED TO CREATE AND

GIVE DIRECTION TO A TRANSMEDIA PRODUCTION

FORRESTER

ROSENBLATT

MAYFIELD

PRATTEN

segmentationneeds

• Measures engagement and classifies the user

• Transforms ‘raw’ data into meaningful insights

• Tracks the user journey

• Tracks the connection between different

channels (on- and offline)

WE SEE THREE IMPORTANT ASPECTS

OF A TRANSMEDIA PRODUCTION

1. A storyworld that is to be discovered

2. An audience that is involved

3. A period of time

usertime

points of interaction

usertime

points of interaction

usertime

points of interaction

storyworld

TAKE TEST: JOIN GOOD GUYS/ BAD GUYS

Can you keep a secret? YES / NO

PICK UP CLUE FROM WEBISODE

Autocrash in citycentre

PLAYER DELIVERS A PACKAGE

HOW TO MEASURE

1. Clue picked up email, website visit

2. Take test good/bad guys registration

3. Players join offline event manual count

WE TRACK INDIVIDUAL JOURNEYS

WE RECORD EACH TIME A USER TOUCHES

SOMETHING IN THE STORYWORLD

HOW TO MEASURE?

1. Clue picked up

2. Take test good/bad guys

3. Players join offline event

BEHAVIOUR OF AN INDIVIDUAL

CAN BE COMPARED TO THAT OF OTHERS

usertime

points of interaction

storyworld

WE CAN INTERPRET THE RELATIVE

ENGAGEMENT OF AN INDIVIDUAL USER

COMPARED TO OTHERS, AS A RATIO

WAS OUR FOCUS GOOD?

Yes, but some respondents missed

the measurement of ROI

COMPLETENESS

The model:

• does not focus on the financial side of

transmedia measurement (Tan)

• does not no monitor the soft side

e.g. emotions (Wijngaarden and others)

• does not measure the physical world,

e.g. live events (Ferreira and others)

EFFECTIVENESS

The model:

• misses the ability to respond to something

unexpected (Vegt and others)

• does not look at ways that people might

engage in discussion about the story, away

from the story (Ford and others)

• misses the ability to measure unfinished

episodes (Welhuis)

• lacks focus on the returning visitor (Robben)

WHAT MAKES

OUR MODEL INTERESTING?

• most models process the

use/engagement/participation of one medium,

but this model combines all different media and

their results. (Welhuis)

• it measures the journey, and also the overall

journeys. (Ferreira)

• for producers who are interested in

understanding how each element of their story

was successful in comparison to the others it

would be helpful. (Ford)

WORK IN PROGRESS TOWARDS THE FUTURE OF THIS NEW METRICS MODEL

toggle

switch

way of

thinking

measuring

emotions

toggle

switch

way of

thinking

measuring

emotions

toggle

switch

way of

thinking

new tech

leading to

real world

POI

measuring

emotions

toggle

switch

way of

thinking

new tech

leading to

real world

POI

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VIEW OR DOWNLOAD WHITEPAPER

TINYURL.COM/TRANSMEDIAMETRICS

The Conducttr Conference 2014

Towards a new Transmedia Engagement Metrics Model

Hille van der Kaa | Eefje Op den Buysch

@hillevanderkaa | @eefski

#cdttr214