Analyze it and Optimize it!
By Keith Conley, Analytics Manager, Bunchball
"Set it and forget it," great for ease in the kitchen, horrible for your engagement program. Despite all levels of discernment, consternation and effort put into the design of your program, it was still built on assumptions about how the audience will react to various stimuli. Developers and creative resources are often stretched to the limit in order to launch a multi-faceted program and the kickoff is often seen as the proof point of success. "Look at my shiny new site with engaging content and varied experiences. It's awesome." Success!
While there is a great sense of pride that should be shared amongst team members when launching a program, opening simply is not the measure of success. Ask the restaurant business... In my opinion, the best part of launching a program is getting to test if, how and why it works. Don't be deterred by not hitting the jackpot immediately out of the box. Roll up your sleeves and optimize!
One of the greatest facets of Bunchball's Nitro platform is the ease in which optimizations can be implemented. Rather than needing a team of developers to change code on site, Nitro gamification strategies can be optimized with a few thoughtful clicks to the rules engine. It’s one of the premier advantages enjoyed by sites driven by Nitro gamification.
I've mentioned the rigorous measurement plan we take all clients through in previous posts. Now, I want to focus on the fruits of that labor, the reporting. Our unique reports allow clients to quickly ascertain how their program is performing, recognize points of optimization and conclude whether or not previous optimizations made a material difference.
Here are a couple examples of reports our clients benefit from.
Cohort analysis provides a quick way to determine your site's proficiency at maintaining your audience. It also serves as an excellent reference for determining the impact of optimizations
Pareto Analysis (The 80:20 rule)_
Pareto analysis allows our clients to recognize top users and their behavioral profile. This information can be used to message specific groups of users as well as help recognize key activities which draw the audience to an engaged state.
Reviewing when your audience is taking action on the gamified platform allows for better understanding of how time-sensitive and dual-screen tactics are working. This quick illustration clearly identifies whether or not the audience is paying attention when you want them to.
Drop-off analysis has a variety of uses for our clients. Recognition of percentage drops between design elements can indicate points of optimization for a deployment's Leveling and Challenge architecture. The analysis tells a deeper story for Narrative-based deployments by immediately highlighting trouble spots.
Analytics which support the identification of optimization opportunities and then recognize the impact of the changes are critical to starting a culture of optimization. It has been great to see light bulbs turn on as our clients gain confidence in the understanding of their audience. Improvement becomes infectious!
We take pride in consulting with our clients to identify the right optimization methodology and impactful analytics framework to aid in the success of their program. The output is a concise, illustrative view of the program’s activity, on their terms, enabling stakeholders to communicate performance within their organization and keep it improving.