The result of this partnership is a new metric “audience engagement”. This new metric can change the way how marketing manager, CMOs and media buyers make ad planning and media buying decisions.
The Audience Engagement metric is a simple modification of the visitor engagement metric (also created by Eric).
Visitor Engagement = (Ci + Di + Ri + Li + Bi + Fi + Ii)
Audience Engagement = (Ci + Di + Ri + Li)
(Notice that Bi (branding index), Fi (feedback index) and Ii (Interaction Index) are set to zero in the Audience Engagement key metric)
By definition the Audience Engagement is a function of the number of clicks a visitor generates at a site, the amount of time they spent at the same site, the frequency at which they return to the site and their loyalty to the site as a member of category for all the sessions to that site during the reporting period.
Wow! That’s a mouthful!!
Let’s dig deeper and try to understand on how Audience Engagement can show us new direction to market our site. We will discuss the sub metrics of this key metric one by one to make more sense of the mathematical equation.
Click depth Index (Ci) = There are two reasons why your website visitors will like to click too many links on your website. First, your website provides relevant content and visitors are interested in clicking different links to learn more. Second, your website is confusing and visitors are clicking every where in vain to get the answers or solutions to their problems. Clicks density analysis can give you some information about your visitor engagement but click analysis alone cannot give you any solid structure.
Duration Index (Di) = If your website visitors are happy with the information presented then they will want to spend more time on your website. The more time they spend on your site the easier it become to sell your products or service. The duration index captures the time spent on your site by your website visitors. The index is displayed as a percentage.
Recency Index (Ri) = Most visitors would like to visit the same website more than once if the content of the website is constantly update. Top content websites such as Yahoo, CNN, and MSN provide fresh content to their visitors consistently and the result is millions of visits each month to these sites. Are you adding new content to your website regularly? There are many different ways to add new content to your website – blogs, newsletter, videos, podcasting. Recency index capture the visitor recency data.
Loytalty Index (Li) = This is my favorite J Everyone loves loyal customers. The more your customers are loyal to your brand or product or service the more they would like to do business with you. Loyalty is measured across time. To measure your customer loyalty you must find out how long a customer has been your customer. Similarly, if a visitor visits a website for a lets say a year or 6 months then the visitor is considered to be loyal. Loyalty index can instantly give you a clear picture of your website visitor’s long term interaction with your site.
Currently, Eric and Comscore are working hard to create new system to present and deliver the Audience Engagement data. Until then, you can use your web analytics tool to group these sub metrics and watch the resulting Audience Engagement key metric closely.
What you think about this post? Will love to hear your feedback, insights, suggestions
– Sameer Khan