Mining the Data That Gamification Built
By Joe Fisher, VP of Products, Bunchball
Every time a user of a gamified experience answers a question, shares an achievement, completes a mission or takes any action, they offer a glimpse into how effectively they’re selling, collaborating or learning. When we add up those actions and view them over time, across an enterprise or throughout an entire industry, a picture emerges that allows us to measure and quantify just how gamification powers the Engaged Enterprise.
That’s why we created Bunchball Labs, the industry’s first research and analytics practice dedicated to measuring the business impact of gamification. The mission of Bunchball Labs is to quantify how gamification drives real-world business performance, improves sales and productivity, enhances customer loyalty, engages employees and partners, and helps employees reach workplace goals by improving skills and knowledge.
Bunchball Labs analysts are studying real-world gamification data – more than 15 billion actions taken by more than 125 million users globally since 2007 – to establish formal mathematical models that can identify the most effective triggers of high-value activity. The immensity and extent of our big data warehouse affords us an opportunity to identify trends and tendencies across several years, and to uncover traits unique to certain jobs, industries, company sizes or geographical regions.
What do we hope to learn? Here’s an idea:
- How common gamification components like leaderboards, notifications and badges motivate people to engage and participate more.
- How to turn big data into predictive analytics, which could be used to reliably forecast when groups or even specific people will “like” a promotion on Facebook or retweet a message in support of a company’s campaign.
- How companies can use our integration with key enterprise applications to track performance measures that extend beyond gamification, such as employee strengths and weaknesses, productivity, collaboration levels, and goal achievement.
Eventually, we expect to use these insights to provide highly targeted guidance to companies trying to motivate their employees to do certain things, such as trim the time it takes to bring products to market by collaborating more often. They may even shape new features and capabilities in future Bunchball products.
Stay tuned for future Bunchball Labs updates. Until then, rest assured we’re hard at work mining the largest warehouse of big data in the gamification industry.