This is genius.
On 10/16/2015 09:42 AM, Andrew Lewis wrote:
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
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