On Monday morning, I was up at 3 a.m. working on a class project. Part of the assignment was to come up with an alternative metric for television.
I thought back to what I know about engagement and what it might mean from my friend
So, I decided to write a metric, put something on paper, and get feedback on it. That's what this post is about.
Now it's time for a major disclaimer. This is, with some refinements, what I came up while burning the midnight oil earlier this week for a class presentation. It is based on what I know about engagement so far, but it's not the product of rigorous research. It's untested. It's rough. And it's definitely not meant to imply by ANY stretch of the imagination that I think I've addressed the engagement question definitively.
What this is, I hope, is a tool to stimulate discussion about what an engagement metric may actually look like. I want to know what you think of this, whether you love it, hate it, or something in between.
I went into this with a fairly good understanding of what the key issues were in defining engagement and making it a usable metric, which I've tried to address. For me, the main ones are:
* Difficulty defining what precisely engagement is, and what type of behaviors to include
* Need for a single currency that advertisers will respond to and trust
* Understanding engagement in the program versus engagement in the commercials
* Measuring long-term versus short-term engagement with a product or media property
In a nutshell, what I'm proposing is a single metric based on the weighted percentage change, week over week, in various quantifiable audience behaviors. This really only works for programs that are being aired. Fan engagement in the longer term warrants a different approach, something that I'm currently working on for pieces in the C3 newsletter.
If you have trouble reading the slides on the YouTube video like Mike, you can access a PDF of the slides here. Let me know what you think! And stay tuned...