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.
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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|Item Type:||Book Chapter|
|Keywords:||Audiences, Data Collection, Engagement, Hoodlum, Metrics, Multiplatform Experience, SLiDE, Transmedia, Web Analytics|
|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:||Past > 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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