transmedia metrics | presentation conducttr conference 2014

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