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Tuesday, June 12, 2007
Joel Greenberg on the "value of measuring engagement"
Joel Greenberg over at the Electric Sheep Company blog has a great post on the value of measuring engagement, and how virtual worlds are uniquely placed in this respect. Follow the title link to read the entire piece - it's worth it -, but here's a few quick highlights:
"Does any competitor have a realistic shot at competing against Nielsen? They might if they measure engagement; and virtual worlds potentially have something over the real world: more data. Potentially, marketing in virtual worlds could lead the way in measuring engagement that could leak out into the larger marketing world.
There’s emotional engagement, like marketing that elicits strong feelings. There’s social engagement, like spreading word of mouth, participating in a group like Harley HOGs, etc. There’s physical engagement, like playing with or using a product.
[...] Usage. Word of mouth. Virtual Worlds can track both. In other words, measuring engagement is possible.
"Does any competitor have a realistic shot at competing against Nielsen? They might if they measure engagement; and virtual worlds potentially have something over the real world: more data. Potentially, marketing in virtual worlds could lead the way in measuring engagement that could leak out into the larger marketing world.
There’s emotional engagement, like marketing that elicits strong feelings. There’s social engagement, like spreading word of mouth, participating in a group like Harley HOGs, etc. There’s physical engagement, like playing with or using a product.
[...] Usage. Word of mouth. Virtual Worlds can track both. In other words, measuring engagement is possible.
[...] Here some ideas for what engagement metrics we could measure:
- how may times the item has been given to others, a form of “word of mouth”. This kind of tracking makes even more sense for collectibles/tradeables.
- how long it’s been used, or when it was stopped being used.
- how many times it was used.
- what functions are being used and how often.
- the number of other avatars that have seen the object (impressions).
- how long it’s been used, or when it was stopped being used.
- how many times it was used.
- what functions are being used and how often.
- the number of other avatars that have seen the object (impressions).
[...] It’s this idea of collecting data on engagement that’s so exciting; it could potentially be the catalyst to change RL marketing."
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