A Practical Approach Join renowned data scientist and Badgeville's Director of Analytics, Zachary Bodnar, and Badgeville Product Manager, Lindsay Brothers, for an insightful discussion on the powerful analytics you can use to understand community engagement. Topics that will be covered include: - Metrics you can use to uncover how active your community truly is - Powerful metrics that often get overlooked - What metrics you should look at before you begin a new engagement program - How understanding these numbers can lead to a better gamification program and more engaged community Watch the free webinar at Badgeville.com

1. Badgeville Confidential Information
The Science of Community
Engagement Metrics
A Practical Approach

2. Badgeville Confidential Information
Today’s webinar is brought to you by
tweet us: @badgeville
www.badgeville.com

3. Badgeville Confidential Information
Zachary Bodnar
Director of Analytics
Lindsay Brothers
Product Manager
Your Data-Driven Hosts

4. Badgeville Confidential Information
Analytics
Good Analytics
Example: Health of communities
Metrics to Avoid
KPIs & Metrics

5. Badgeville Confidential Information
Analytics
Good Analytics
Example: Health of communities
Metrics to Avoid
KPIs & Metrics

6. Badgeville Confidential Information
Make it easer to make good decisions
Analytics

7. Badgeville Confidential Information
Data
Insights
Big Data
(Velocity, Variety,
Volume)
Machine Learning
Algorithms
A/B testing methodologies Visualization /
Information hierarchy /
UX – UI
Domain knowledge
Expertise
Statistics
Analytics

8. Badgeville Confidential Information
Analytics
Good Analytics
Example: Health of communities
Metrics to Avoid
KPIs & Metrics

9. Badgeville Confidential Information
Analytics
Good Analytics
Example: Health of communities
Metrics to Avoid
KPIs & Metrics

10. Badgeville Confidential Information
KPIs (key performance indicators)
Metrics that are tied to an objective
Time-sensitive
Have a specific target
EG: Target 100 tickets closed / day by Jan 30, 2015
Metrics
Measureable
Quantifiable
EG: Number of tickets closed / day
KPIs vs Metrics

11. Badgeville Confidential Information
KPIs are relevant in all stages
Design
Technical Implementation
Ongoing Management
KPIs vs Metrics

12. Badgeville Confidential Information
Good Design Matters
“If you think good design is
expensive, you should look at the cost
of bad design”
Dr. Ralf Speth, CEO, Jaguar
KPIs vs Metrics

13. Badgeville Confidential Information
Good design achieves goals
KPIs must tie to business goals
Usually increased revenue or cost savings
Specific metrics can change as design matures
Design & Planning
KPIs vs Metrics

14. Badgeville Confidential Information
While planning and designing your engagement program, gather data to
create a baseline
Establish metrics in order to build on KPIs during the program
Baseline
KPIs vs Metrics

15. Badgeville Confidential Information
Ensure tracking metrics is technically feasible
Implement
Visualization tool
Connect data source to visualization tool
Technical Implementation
KPIs vs Metrics

16. Badgeville Confidential Information
(The whole point)
Ensure metrics are presented in the context of KPIs
Ensure stakeholders know how and when to use dashboards
Ongoing Management
KPIs vs Metrics

17. Badgeville Confidential Information
Tie KPIs
to business goals
Don’t be afraid
to iterate
Ensure technical
feasibility
Visualization
technology data pipe
Metrics in
context of KPIs
Stakeholder
Knowhow
Technical ImplementationDesign Ongoing Management
KPIs and Metrics
KPIs vs Metrics

18. Badgeville Confidential Information
Analytics
Good Analytics
Example: Health of communities
Metrics to Avoid
KPIs & Metrics

19. Badgeville Confidential Information
Analytics
Good Analytics
Example: Health of communities
Metrics to Avoid
KPIs & Metrics

20. Badgeville Confidential Information
Empower informed decisions
Decrease uncertainty
Decrease time-to-value
Recommended actions in a goal oriented context
Good Analytics

21. Badgeville Confidential Information
Should guide the right actions to take
As easy as pressing a button!
Good Analytics

22. Badgeville Confidential Information
Number of users lurking
last week
Clear indicator of community health
If it’s in the “red,” the viewer has a
clear area to focus improvement on
(What we can do today)Context of Targets
Good Analytics

23. Badgeville Confidential Information
Analytics
Good Analytics
Example: Health of communities
Metrics to Avoid
KPIs & Metrics

24. Badgeville Confidential Information
Analytics
Good Analytics
Example: Health of communities
Metrics to Avoid
KPIs & Metrics

25. Badgeville Confidential Information
Customer-facing support community
Want customers to solve each others problems
Want customers to find cutting edge content on this community
Want customers to come to this community to contribute content
Health of Community

26. Badgeville Confidential Information
Seeking
Consuming
Curating
Creating
Visit & Search
Read & Watch video
Upvote, rate,
share, & follow
Post blog,
upload document,
& create story
The Lifecycle of Content
Health of Community

27. Badgeville Confidential Information
Active users
count the number of users who performed an action
People whose content was viewed, received responses
or upvotes don’t count
Lurkers
users who didn’t impact the community
No curating or creating
User Types
Health of Community

28. Badgeville Confidential Information
Cheaters
For a gamification program, certain metrics can be used to
weed out the cheaters
Was an achievement won too rapidly?
Look at actions needed for an achievement
User Types
Health of Community

29. Badgeville Confidential Information
“How-to” is different from “Why-to”
Good onboarding experience showcases the value proposition of the community
In 20 seconds, user should have a good reason to come back the next day
The Importance of Onboarding
Health of Community

30. Badgeville Confidential Information
User ratios
what ratio of all active users are performing the target category?
Behavior ratios
what ratio of all behaviors performed fall into the target category?
(ex. Lurkers and actives)
Key Dimensions
Health of Community

31. Badgeville Confidential Information
Seekers
ratio
Consumers
ratio
Creators
ratio
Curators
ratio
Each dial tells you if
enough of your active
community is performing
key behavior types
Immediately apparent if
any are off
Community Health Dashboard
Health of Community

32. Badgeville Confidential Information
Ratio of users completing onboarding
mission this week vs last week
Number of onboarding each step
completed last week
this week last week
Onboarding Health Behaviors
Health of Community
Step 1 Step 2 Step 3 Step 4

33. Badgeville Confidential Information
Analytics
Good Analytics
Example: Health of communities
Metrics to Avoid
KPIs & Metrics

34. Badgeville Confidential Information
Analytics
Good Analytics
Example: Health of communities
Metrics to Avoid
KPIs & Metrics

35. Badgeville Confidential Information
Now entering
the Danger Zone
Watch out!
Metrics to Avoid

36. Badgeville Confidential Information
Vanity Metrics
Certain metrics are fun to look at, but provide no insight
Don’t assign too much value to certain metrics
Page views per visit, views per post, number of comments, etc.
Focus on actionable metrics & business goals
Metrics to Avoid

37. Badgeville Confidential Information
Questions?