Measuring audience engagement pb sam_051712
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This document discusses PBS's efforts to measure audience engagement on its website PBS.org. It defines an engagement index composed of click rate, duration, recency, and loyalty metrics. Video content is a major driver of engagement. Engaged visitors consume more video, use mobile devices more, and are more satisfied than casual visitors. Engaged users are also more likely to tune into PBS broadcasts and advocate for their local PBS station. The results so far include increases in traffic, video views, and revenue potential. PBS aims to continue growing engagement across platforms through new video content and product development.
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Measuring audience engagement pb sam_051712
- 1. Measuring Audience Engagement at PBS Amy Sample Director, Web Analytics, PBS Interactive adsample@pbs.org @amysample #PBSam 1
- 2. Iconic Brands @amysample #PBSam #pbsinvent
- 3. Desired outcomes • Drive tune-in to upcoming programs • Visit the site more often • Tell someone else about PBS • Become a member of local PBS station @amysample #PBSam #pbsinvent
- 4. Source: Eric Peterson, “How to measure visitor engagement, redux” Web Analytics Demystified, October 22, 2007 @amysample #PBSam #pbsinvent
- 5. PBS.org Engagement Index Σ(Ci + Di + Ri + Li) The PBS.org engagement index is comprised of the following benchmarks: – Ci — Click Index: visits of at least 3.2 page views – Di — Duration Index: visits of 2.5 minutes – Ri — Recency Index: last visit less than two weeks ago – Li — Loyalty Index: visit at least 3x monthly @amysample #PBSam #pbsinvent
- 6. @amysample #PBSam #pbsinvent
- 7. @amysample #PBSam #pbsinvent
- 8. Video is a key driver of engagement for PBS.org visitors – Generally, sources of traffic are similar for engaged and non-engaged visitors – Programs visited and overall usage patterns similar – However, engaged visitors consumed a lot more video content – And engaged visitors are nearly 3x as likely to access PBS.org from a mobile device @amysample #PBSam #pbsinvent
- 9. Connecting engagement metric with satisfaction data Sampling criteria and visit frequency question allows us to create an Engaged User segment – 2 years of data – 2100 surveys per month @amysample #PBSam #pbsinvent
- 10. Video and cross-platform behavior is highest among Engaged Users 0% 10% 20% 30% 40% 50% 60% 70% 80% Primary Reason - Watch Video Watch Video during Visit Used PBS on Mobile Device Watched PBS on-air last 7 days Engaged Users Regulars One-Timers Source: ForeSee, January 1, 2011 – April 30, 2012 @amysample #PBSam #pbsinvent
- 11. Engaged Users are more satisfied and more likely to be PBS brand advocates 0 20 40 60 80 100 Satisfaction WoMI Engaged Users Regulars One-Timers Source: ForeSee, January 1, 2011 – April 30, 2012 @amysample #PBSam #pbsinvent
- 12. #PBSam
- 13. As we grow audience, we increase the opportunity to drive tune-in and support to local stations, creating a virtuous cycle More traffic Engaged users leads to more are more engaged users Traffic Engagement satisfied users More frequent More satisfied viewers and users are more visitors are Frequency Satisfaction likely to tune- more likely to in, and return support local to the site stations @amysample #PBSam #pbsinvent
- 14. @amysample #PBSam #pbsinvent
- 15. @amysample #PBSam #pbsinvent
- 16. @amysample #PBSam #pbsinvent
- 17. The results so far • 7% increase in average monthly unique visitors • 13% increase in average monthly visits • 66% increase in monthly video views • 50% increase in sponsorship revenue potential • Organizational focus on increasing video views @amysample #PBSam #pbsinvent
- 18. What’s next • Guiding the future product development roadmap • Original Video Content • Extending the engagement framework to other platforms @amysample #PBSam #engagement
- 19. 3 tips to implementing engagement metric 1. Don’t make it too complicated 2. It doesn’t have to be perfect 3. Be patient – moving the needle takes time @amysample #PBSam #engagement
- 20. THANK YOU FOR ATTENDING! Your feedback is important to us. Please complete the Evaluation and drop it in the box outside of this room. @amysample #PBSam #pbsinvent
Notas do Editor
- Good morning, my name is Amy Sample. I am Director of Web Analytics at PBS where I manage web analytics and digital research initiatives for PBS.org and PBSKids.org. I joined PBS about 5 years ago to relaunch the Web Analytics function. Prior to PBS, I spent 8 years at AOL, most recently in consumer research.Today, I’m going to talk to you about how we measure engagement at PBS, how adding satisfaction data to the equation helped improve our understanding of engagement, and how we’ve adjusted our digital strategies based on this knowledge.
- PBS.org is the online companion to the broadcast network. It is a site made up of companion sites to the some of the most iconic programs on television. The site is a destination for viewing programs on line and for providing educational materials for students and teachers. It also acts as a source of local station content and tv schedules.
- As a deep, content-rich site with diverse objectives, our conversion events can be somewhat esoteric. While there certainly other high-value events such as buying a DVD or liking a video on Facebook, our primary outcomes center around building and engaging our audience. When a visitor comes to the site, we aim to enable visitors to find out about upcoming programs so they can watch them on TV. We hope that visitors find the content interesting enough that they return to the site often and recommend the site to others. Ultimately, we hope that visitors become Loyal PBS fans and decide to become members of their local PBS station. Our engagement metric is an attempt to pull these outcomes together and measure our impact on them. So, let me tell you a bit about how we came to measure engagement…
- This was late 2007, and industry blogs and press were all abuzz about how we needed to stop measuring clicks and start measuring engagement. My SVP came to me and asked if we could come up wit some engagement metric. So, I turned to Victor Acquah from Blue Analytics, who has been working with me since that time, to see if we could come up with a metric. Starting with work Victor had done at Fidelity and Eric’s blog posts as inspiration, we began experimenting with a metric. After much trial, here is what we settled on…
- We simplified the metric that Eric had written to focus on these four benchmarks. For us, at the time, collecting the data for other content interactions was too cumbersome. So we settled on using what we could collect easily. On PBS.org, highly engaged users must visit at least 3.2 pages, spend at least 2.5 minutes on the site, visited previously less than two weeks ago, and visit at least 3x in a month. We set these benchmarks as the site average for each individual metric. To qualify as highly engaged, visitors must exceed all four benchmarks.We implemented this metric in 2008 to great fanfare at PBS Interactive. Everyone was really interested to see the metric on reports and began to ask questions about why certain sites had higher or lower engagement than others. But at the same time, the metric was difficult to understand. I began to hear things like this “Oh, we have this really cool engagement metric. Amy, what does it mean again?”I had to find a better way to explain the engagement metric in context…
- Over time, our reports evolved to include other measures of engagement alongside the engagement metric.Here, ourSite-wide results provide a benchmark to compare against.
- And here, individual programs can be compared against one another. Our program managers can begin to ask what makes someone who uses the PBS NewsHour site more or less engaged than someone who uses the Frontline site.
- Over time, we began to analyze what actually drives engagement for these highly engaged users. We found that Video is the key driver of engagement for PBS.org visitors. Generally, highly engaged visitors behave similarly to less engaged users. They get to the site in similar ways and view similar programs. However, engaged visitors consumed a lot more video content. And engaged visitors are more likely to view video to completion than non-engaged visitors. What’s more, engaged visitors are nearly 3x as likely to access PBS.org from a mobile device.This insight was great, and it helped to inform our redesign plans, but there was still a missing link. Parts of the organization still questioned whether increasing video consumption was valuable. Questions persisted about whether online video viewing took away from on-air viewing or whether it was just increasing costs.
- One day a little more than a year ago, I was having a conversation with Eric Peterson about the Engagement Metric. He asked me whether we had ever connected the metric with other sources of data. We hadn’t, but it occurred to me that the sampling criteria for our ForeSee survey aligned with the criteria we use in the engagement metric.I created an engaged user segment within my satisfaction study data. With just over 2 years of data and 2100 completed surveys each month, I had plenty of data to work with. Now, I was able to paint a better picture about the value of engaged users.
- Cross-platform behavior is highest among engaged users. Half of engaged users come to the site for the purpose of viewing video. 70% of engaged users actually view video during their visit, significantly higher than non-engaged users.Consistent with the behavioral data, engaged users are nearly 3x more likely to have used PBS on a mobile device. And ¾ of engaged users are regular PBS Television viewers.
- What’s more, engaged users are more satisfied with their web experience and more likely to be PBS brand advocates. Engaged users have a satisfaction score that is 4 points higher than less engaged users. And they have a WOMI of 75, nearly 20 points higher than one time visitors. The WOMI is an evolution of the Net Promoter Score. It measures the positive influence that visitors share with others. To put this into context, this score is on par with brands like Apple, Jet Blue, and Amazon.
- When we look back at our desired outcomes for the site, we see that Engaged Users are more likely to donate to their local station, more likely to return to PBS.org, and more likely to recommend PBS to others. In this most recent data set, engaged users were slightly less likely to tune in than regulars, but the score is still quite high at 84.
- We’ve really embraced this virtuous cycle within PBS interactive. Since video viewing is such a key driver of user engagement, all of our teams strive to increase video views. On the homepage, we featured both national and local video much more prominently.
- We have been working hard to smartly surface video in search results.
- And we decided to build the first iPad app, we knew it should be an elegant video viewing experience.
- Mobile Web video portalLocal video integration in mobileBranded video experienceOTT TV plans focused on video