Measuring Online user engagement : the limitations of Web analytics

Polson, Debra & Cook, Ann-Marie (2014) Measuring Online user engagement : the limitations of Web analytics. In Polson, Debra Monique, Cook, Ann-Marie, Velikovsky, J.T., & Brackin, Adam (Eds.) Transmedia Practice : A Collective Approach. Inter-Disciplinary Press, Oxford, United Kingdom, pp. 25-33.

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Abstract

The ability to identify and assess user engagement with transmedia productions is vital to the success of individual projects and the sustainability of this mode of media production as a whole. It is essential that industry players have access to tools and methodologies that offer the most complete and accurate picture of how audiences/users engage with their productions and which assets generate the most valuable returns of investment. Drawing upon research conducted with Hoodlum Entertainment, a Brisbane-based transmedia producer, this chapter outlines an initial assessment of the way engagement tends to be understood, why standard web analytics tools are ill-suited to measuring it, how a customised tool could offer solutions, and why this question of measuring engagement is so vital to the future of transmedia as a sustainable industry.

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ID Code: 71844
Item Type: Book Chapter
Additional URLs:
Keywords: Audiences, Data Collection, Engagement, Hoodlum, Metrics, Multiplatform Experience, SLiDE, Transmedia, Web Analytics
ISBN: 9781848882614
Subjects: Australian and New Zealand Standard Research Classification > STUDIES IN CREATIVE ARTS AND WRITING (190000) > FILM TELEVISION AND DIGITAL MEDIA (190200)
Australian and New Zealand Standard Research Classification > STUDIES IN CREATIVE ARTS AND WRITING (190000) > FILM TELEVISION AND DIGITAL MEDIA (190200) > Interactive Media (190205)
Divisions: Current > Research Centres > ARC Centre of Excellence for Creative Industries and Innovation
Current > Schools > School of Design
Current > QUT Faculties and Divisions > Creative Industries Faculty
Past > Institutes > Institute for Creative Industries and Innovation
Copyright Owner: © Inter-Disciplinary Press 2014
Copyright Statement: All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means without the prior permission of Inter-Disciplinary Press.
Deposited On: 20 May 2014 23:29
Last Modified: 11 Jan 2016 18:47

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