Dear MCN peeps, Ahead of my session at this year's MCN conference "Designing Evidence: Planning the Data You Track to Capture Specific Behaviour", here's the latest Digital Media post from the V&A blog, which outlines one of the ways we have been using these techniques. It's a nice simple run-down of the data we collected from a web game and what it tells us. http://www.vam.ac.uk/blog/digital-media/how-people-really-react-when-judged-as-shown-by-game-data
It describes the results of tracking the interactions of individual players within the game "The Definery", made to support a recent exhibition: "What is Luxury?". This game is a simple and fun provocation, that allows you to subject your prized possessions to be judged as luxury or vulgar, based on questions that probe your emotional attachment, your likelihood of bigging it up and things like its cost and so on. During the build of this game, we set up Google Analytics Event Tracking coupled with a bit of cookie setting, which allowed us to identify the various actions within an individual game session. There was some dynamic setting of variables that could store behavioural feedback and send as a package into our stats. This was deployed using Tag Manager, based on structured id and class naming within the html. This post shows the data. The results represent the individual reaction of people from over 12,000 individual game plays. The data showed a clear pattern that players who received a positive (luxury) rating of their item were twice as likely to respond to calls-to-action like sharing the game or accessing exhibition content. This sort of data capture is useful if you want to move beyond blunt success metrics like number of page loads or number of app downloads. I think quite a lot of people on this list might find it of use. Finally, as well as being able to measure the value of calls to action depending on differing game experience of course, we also captured the objects submitted. This also means we got the occasional amusingly naughty reference to bodily parts in the objects people submitted as well as handbags, scarves, vintage posters. Win, win! For any MCN2015 attendees, I'll be looking at this and other data capture applications such as linking prior motivation to actual behaviour, tracking all the interactions within individual audioguide sessions (play, pause, search, replay, load tours etc.) and capturing why users' need large image downloads on our collection search. Andrew Lewis Digital Content Delivery Manager Digital Media Victoria and Albert Museum | South Kensington | London | SW7 2RL T: +44 (0)20 7942 2373 linkd.in/andrewlewis<http://linkd.in/andrewlewis> Visit www.vam.ac.uk<http://www.vam.ac.uk/> and www.vandashop.com<http://www.vandashop.com/> Like Victoria and Albert Museum<https://www.facebook.com/victoriaandalbertmuseum?ref=ts> and V&A Shop<https://www.facebook.com/pages/VA-Shop/127791180573396> on Facebook Follow the V&A<https://twitter.com/V_and_A> and V&A Shop<https://twitter.com/V_and_A_Shop> on Twitter Digital Media on the V&A blog: www.vam.ac.uk/digital<http://www.vam.ac.uk/digital> ________________________________ The Fabric of India 3 October 2015 - 10 January 2016 at V&A South Kensington Book now on vam.ac.uk/fabricofindia<http://vam.ac.uk/fabricofindia> See the exhibition for free if you join as a V&A Member vam.ac.uk/members<http://vam.ac.uk/members> Part of the V&A India Festival vam.ac.uk/indiafestival<http://vam.ac.uk/indiafestival> On Their Own: Britain's Child Migrants 24 October 2015 - 12 June 2016 at V&A Museum of Childhood Admission free Keep in touch Sign up for V&A e-newsletters vam.ac.uk/content/email/signup<http://vam.ac.uk/content/email/signup/> Become a fan on Facebook.com/VictoriaandAlbertMuseum<http://facebook.com/VictoriaandAlbertMuseum> Follow us on Twitter.com/V_and_A<http://twitter.com/V_and_A> ________________________________ This message is intended solely for the use of the individual or organisation to whom it is addressed. It may contain privileged or confidential information. If you have received this message in error, please notify the originator immediately. If you are not the intended recipient, you should not use, copy, alter, or disclose the contents of this message. All information or opinions expressed in this message and/or any attachments are those of the author and are not necessarily those of The Victoria and Albert Museum or its affiliates. The Victoria and Albert Museum accepts no responsibility for loss or damage arising from its use, including damage from virus. Victoria and Albert Museum, Cromwell Road, London SW7 2RL, Tel: 0207 942 2000 ________________________________
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