Quality Metrics

[Jay Greenspan]

Hello all,

I've been working on creating a set of metrics that attempt to
quantify the perceived quality of our existing content with
transactional data. I'm fortunate in that the vast majority of users
who come to the site are logged in, so I've got reliable data on site
usage as well as the usage of the company's core product. I also have
access to a great reporting tool (SAP Business Objects) that allows me
to slice and dice the data any way I see fit.

In this analysis, I've been most concerned with our users' opinions of
the video content they've viewed. At the moment, I'm less concerned
with SEO value or the desirability of title/links. The users who watch
our videos have already gone through an extensive sign-up process, so
there's no CTA to measure against.

So far, I've been focused on two metrics:

1) Bounce Rate: After starting with a specific video, what
percentage of users continue to explore the site content.
2) Exit Video: What was last video a user watched before abandoning
the site.

It's been an interesting undertaking and I've learned a lot about user
preferences that I didn't expect. I'm making some big changes to next
year's content plan.

I'm curious if anyone has suggestions for other metrics I could use to
judge the quality of individual pieces of content. I'm also attempting
to apply quality metrics to a widely distributed weekly email. We have
all the open rate and clickthrough data you could ask for. But we have
no measure in place that shows the effect of good content on these
metrics.

Thanks.

-j

[Daniel Goddard | London Websites]

Hello Jay,

Maybe you could look at "time on site" data and narrow that down to time on each video page. Mark the length of the video against how long the average user stays on the page. That should give you an indication of who finds the video useful, after all if it's relevant to the user then most people will stay on page for the duration of the video.

You could also embed a comment box beneath the video for users' to imput comments about their experience. Make it real simple, either just a box and send button, or a box, e-mail field and send button. You should pick up some useful feedback.

Interested to know how you get on.

Daniel

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[Rob Enslin]

Hi Jay,

In addition to Daniel's suggestions putting in place the mechanism to conduct sentiment analysis and net promoter scoring - propensity to recommend - will further aid your ability to report on the quality of this type of content.

Good luck.

-- Rob

Sent from my iPhone

[clareob]

Rob's right, Jay. Asking people what they think is the big missing
link in content effectiveness evaluation. Site metrics with good
analysis will provide you with indicators. But for true and reliable
analysis nothing beats staying intouch with how people 'feel' and this
requires additional sentiment mechanisms in place such as Net Promotor
as Rob suggests or something like CUT, the product CDA's currently
developing http://www.webwordsworking.co.uk/measuring-content-effectiveness.htm...
if we don't kn ow what works or is effective, how can we expect to
produce costed plans?

Clare

On Dec 3, 7:43 am, Rob Enslin <robens...@gmail.com> wrote:
> Hi Jay,
>
> In addition to Daniel's suggestions putting in place the mechanism to conduct sentiment analysis and net promoter scoring - propensity to recommend - will further aid your ability to report on the quality of this type of content.
>
> Good luck.
>
> -- Rob
>
> Sent from my iPhone
>

> On 3 Dec 2010, at 02:50, "Daniel Goddard | London Websites" <londonwebsi...@gmail.com> wrote:
>
> > Hello Jay,
>
> > Maybe you could look at "time on site" data and narrow that down to time on each video page. Mark the length of the video against how long the average user stays on the page. That should give you an indication of who finds the video useful, after all if it's relevant to the user then most people will stay on page for the duration of the video.
>
> > You could also embed a comment box beneath the video for users' to imput comments about their experience. Make it real simple, either just a box and send button, or a box, e-mail field and send button. You should pick up some useful feedback.
>
> > Interested to know how you get on.
>
> > Daniel
>

> > For more options, visit this group athttp://groups.google.com/group/contentstrategy?hl=en.

[David Briscoe]

Jay:

Are you grouping the videos by popularity? Are the most popular videos also the exit videos or vice versa?

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David C. Blackwealth
Founder

[Jay Greenspan]

David: 

Sure, the most common exit videos are the most popular -- as would be expected. The way our UI is structured there are a few videos that serve as a sort of gateway to the site. These are being compared against one another and not with videos that have a fraction of the views. 

-j

[Jay Greenspan]

Clare, Rob:

Thanks for the suggestions and links. The site I run has some peculiar
business goals. I look forward to seeing how these methodologies
apply.

-j