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
Hille van der Kaa
Hille van der Kaa
Eefje
Op den Buysch &
Eefje
Op den Buysch
TRANSMEDIA STORYTELLING
LAB Tilburg, 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
segmentation needs
• 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
user time
points of interaction
user time
points of interaction
user time
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 è email, website visit
2. Take test good/bad guys è registration
3. Players join offline event è manual count
WE TRACK INDIVIDUAL JOURNEYS WE RECORD EACH TIME A USER TOUCHES SOMETHING IN THE STORYWORLD
HOW TO MEASURE?
1. Clue picked up è
2. Take test good/bad guys è
3. Players join offline event è
BEHAVIOUR OF AN INDIVIDUAL CAN BE COMPARED TO THAT OF OTHERS
user time
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
Scene 1 Beat 1 Trigger Condition Action Scene 1 Beat 2 Trigger Condition Action Scene 1 Beat 3 Trigger Condition Action Scene 2 Beat 1 Trigger Condition Action Scene 2 Beat 2 Trigger Condition Action Scene 3 Beat 1 Trigger Condition Action
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