Comments on: Can Web Analytics Measure Engagement?

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By: KnowledgeCafe » Het “meten” van engagement en de relatie tot Communities of Practice

Sun, 24 Feb 2008 10:29:53 +0000

[...] die vraag stelt (heel goede post trouwens!) en is ook Nuconomy niet te beroerd om die vraag aan de orde te stellen. Aan de screenshots te zien wordt engagement onder meer gemeten door te kijken naar dingen als [...]

By: Susan Marie

Susan Marie — Wed, 13 Feb 2008 17:49:57 +0000

Hi Shahar,

Thanks for the response. Your sensitivity and focus on the consumer/prospect experience is remarkable. In addition, your desire to make the results easy to interpert and actionable are a win for marketers. We’re the ones who will weild these tools for the good of those we “serve”. When the direct marketing insight is not integrated with technology we have “analytics for the sake of analytics”.

Take a momant to focus on the dynamics of the market that you will be selling to. The dis-connect within the organization, marketing depts.,IT, is real. It’s not just about results, results translation and next steps. Check out the findings/insight from the following article:

http://publications.mediapost.com/index.cfm?fuseaction=Articles.san&s=76322&Nid=39299&p=431509

By: Shahar Nechmad

Shahar Nechmad — Wed, 13 Feb 2008 04:52:25 +0000

Joshua:
That’s a big problem you try to solve. It’s also a very big technical problem.
How can you collect the sales and “engagement” information about your product from hundreds of sites?
If you use your own widgets to syndicate the content, it can be done (we actually have a customer that is doing just that). But if you simply allow other sites to sell your products… this is very tough.
I don’t remember all the details, but Ford was knows just in that. They actually built the information system for all the agencies that worked with them in order to be able to control the information.

By: Shahar Nechmad

Shahar Nechmad — Wed, 13 Feb 2008 04:39:38 +0000

Dan:
You are absolutely right. As I wrote to Susan. I believe that the number one problem of analytics today is that most people do analytics for the sake of analytics.
There is a big separation today between the analytics platforms and the operational tools.
Knowing who are your top engaging users in a UGC site is fun, but rewarding them on their contribution makes a change.
Knowing what content is the most engaging one is interesting, but pushing it to the home page create a difference.
This is one of the main things we come to solve with our platform. But still, there is much more work to be done there.

By the way - I’ll love to hear more about what you do. What you write in your site seems very interesting…

By: Shahar Nechmad

Shahar Nechmad — Wed, 13 Feb 2008 04:30:00 +0000

Susan:
I think you are right. It seems that marketers tend to move much slower than we would want them, especially in many markets outside of the US.
And you are absolutely right on the direction analytics tools should take.
One of the things we worked on is the ability of you to say in the end of the day what is important for you (aka - from what activity you do money :)), and the platform will figure out automatically what kind of engagement you need to aspire to.
Behind the scenes there are some really cool data mining algorithms that calculate the affect different activities has on other activities.
But I think that the most important thing is that publishers and marketers as one must close the loop and use the insights they get from the analytics platform to actually change for better the user experience of their sites.
We decided from day one that all the information we gather must be available for easy consumption using http services. We encourage our customers to integrate the results of the reports into their site i a way that create new web experience for the user.
Without that, analytics will always stay just information for the sake of information.

By: Shahar Nechmad

Shahar Nechmad — Wed, 13 Feb 2008 04:19:36 +0000

Michael - Write me up to shahar at nuconomy dot com.
I’ll be happy to hear more about your research.

By: Shahar Nechmad

Shahar Nechmad — Wed, 13 Feb 2008 04:18:22 +0000

John:
You right. This is a problem. Currently we deal with in-site measurement. Using out tool we believe that you can understand the exact contribution of every action inside the site (aka - post, comments, photos, videos, etc).
Still, there is no doubt that people can be also influenced at the same time from their interactions with the same brand in other places like social networks, flickr, etc.
A company that actually tries to measure this influence is Visible Technologies (Nielsen Buzzmetric is another one).
I actually met with the guys of Visible a couple of times recently and we got to some really cool ideas on how we can combine in-site and cross web analytics together.
Doing so can answer questions such as “what is the value of good publicity?”
“Is the sentence there is no such thing as bad press is actually true?”

By: Shahar Nechmad

Shahar Nechmad — Wed, 13 Feb 2008 04:08:01 +0000

Hi All.
Sorry for the late response to your comments.
I got to admit that we are simply overwhelmed with the number of requests and emails we got in the last few days, and it takes us some time to go through them.