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The value of a dislike.

lady using a tablet device in outside space

The introduction of a ‘dislike’ button could produce some interesting data insights for marketing on Facebook. But then what implications will it also have on brands?

Understanding engagement – now even easier with Discover

Do you want to know more about your audience and how engaged they are when they visit your site?
Find out how to create a calculate metric in Adobe Ad-Hoc Analysis (formerly Discover) that will provide you with some great insights, and it’s dead easy to use.

Visitor Scoring – the engaged visitor segment

So I promised that I would finally put fingertip to keyboard and talk a little bit more about using Visitor Scoring…to finish up the series that I started a while ago.

If you’ve read my previous posts, you’ll know that we implemented a series of metrics for engagement measurement, culminating in a per-visitor score.

I wanted to share with you some of the insights and benefits of doing all of this, particularly in Discover.

The icing on the Visitor scoring cake

This is the third (but not final) post in the series on Visitor Engagement. One of the problems with the Visitor Scoring method that I previously described, is that, at the end of the day, you’re still somewhat limited to viewing scores at the “average” level, by segment.

That presents a number of challenges because the average is precisely that…and the underlying scores vary dramatically within each segment.

But there is a way to see what each and every visitor score is, or even within the different segments…and it’s called the Unique Visitor ID. You can see at the visitor level, how many times they’ve returned, how many “things” they’ve done, such as searches, product views, revenue etc.

This is really the icing on the proverbial cake.

Elusive engagement – Part II – Visitor scoring

This is a follow on post to my previous one about measuring that elusive engagement. This post focuses on the aspect of applying a score to visitor interactions, as they interact with your content and applications.

Visitor scoring is fairly simple – especially in SiteCatalyst, and by leveraging the data in Discover through segmentation, (and ultimately in SiteCatalyst 15), it’ll give you even more insight into visitor engagement.

Visitor scoring measures and assigns a relative value to individual customers and prospects based on their actions and behaviors over time. You can determine intent and engagement – even before visitors convert.

Once you’ve identified your most valuable visitors, you can dissect their actions to determine the campaigns, keywords, referring sites and offline touch points that engage them – and invest more on these efforts.

Engagement, that elusive measure

Figuring out who your engaged visitors are, can be quite the challenge. The problem is, there is no straightforward answer, and there certainly isn’t a single metric to define it.

Engagement is an estimate of the depth of visitor interaction against a set of clearly defined goals – Eric T. Peterson (Web Analytics Demystified)

As the previous statement suggests, the reality of it is that engagement comes from a number of different criteria.

Elusive engagement

Now, there’s a hot topic. Measuring engagement. One of the most widely debated topics in web analytics.

What is engagement and how do we measure it?

Engagement, unfortunately, is not derived from a single measure. It’s not time on site. It’s not how many pages they viewed. It’s not bounce rates and it’s not about conversions.

Engagement is about a lot of things. What is an engaged visitor and how do you measure engagement?

Measuring engagement over time

I recently read a great blog post about Cohort Analysis – measuring engagement over time, from 52 weeks of UX, and it got me thinking how to achieve this within Omniture SiteCatalyst.

As it turns out, with a bit of custom code, it’s pretty easy to do, and what an opportunity it opens up.

Cohort Analysis allows you to look at a group of people who start something at a specific time and monitor them over time to see whether their engagement increases or decreases. Then you can also compare them with people who start the same thing at a different point in time.

Read on to find out what this all means, why you need it, and what you can do with it…

Martech Talks: The End Of Cookies

This webinar was recorded in May 2024.

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Martech Talks: The Four Stages Of Attribution Excellence

This webinar was recorded in April 2024.

Download the full 2024 Digital Experience Benchmarks report from Contentsquare.

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Martech Talks: The Four Stages Of Attribution Excellence

This webinar was recorded in October 2023.

Note that the information contained in this presentation should not be taken as legal advice. Digital Balance and its partners recommend that you undertake your own legal investigation.

Martech Talks: Privacy and Data Governance

This webinar was recorded in August 2023.

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Martech Talks: Privacy Changes and Data Security

This webinar was recorded in July 2023.

 

Note that the information contained in this presentation should not be taken as legal advice. Digital Balance and its partners recommend that you undertake your own legal investigation.