The Conducttr Conference 2014
Towards a new Transmedia Engagement Metrics Model
Hille van der Kaa | Eefje Op den Buysch
@hillevanderkaa | @eefski
#cdttr2014
Students wanted to know how their users
experienced the user journey they created for
them
THE TEAMS WERE IN NEED OF
MEANINGFUL MEASURING TOOLS
• Measures engagement and classifies the user
• Transforms ‘raw’ data into meaningful insights
• Tracks the user journey
• Tracks the connection between different
channels (on- and offline)
WE SEE THREE IMPORTANT ASPECTS
OF A TRANSMEDIA PRODUCTION
1. A storyworld that is to be discovered
2. An audience that is involved
3. A period of time
HOW TO MEASURE
1. Clue picked up email, website visit
2. Take test good/bad guys registration
3. Players join offline event manual count
BEHAVIOUR OF AN INDIVIDUAL
CAN BE COMPARED TO THAT OF OTHERS
usertime
points of interaction
storyworld
COMPLETENESS
The model:
• does not focus on the financial side of
transmedia measurement (Tan)
• does not no monitor the soft side
e.g. emotions (Wijngaarden and others)
• does not measure the physical world,
e.g. live events (Ferreira and others)
EFFECTIVENESS
The model:
• misses the ability to respond to something
unexpected (Vegt and others)
• does not look at ways that people might
engage in discussion about the story, away
from the story (Ford and others)
• misses the ability to measure unfinished
episodes (Welhuis)
• lacks focus on the returning visitor (Robben)
WHAT MAKES
OUR MODEL INTERESTING?
• most models process the
use/engagement/participation of one medium,
but this model combines all different media and
their results. (Welhuis)
• it measures the journey, and also the overall
journeys. (Ferreira)
• for producers who are interested in
understanding how each element of their story
was successful in comparison to the others it
would be helpful. (Ford)
Scene 1 Beat 1 Trigger Condition Action
Scene 1 Beat 2 Trigger Condition Action
Scene 1 Beat 3 Trigger Condition Action
Scene 2 Beat 1 Trigger Condition Action
Scene 2 Beat 2 Trigger Condition Action
Scene 3 Beat 1 Trigger Condition Action