Customer
Engagement Score
The Engagement Score is a composite metric used to assess the level of user interaction and involvement with a product or service. It typically combines various factors such as frequency of use, feature utilization, session length, and user actions to quantify overall engagement.
HOW TO MEASURE
Calculate the Engagement Score by aggregating and weighting different user activities within the product, such as logins, feature usage, time spent, and interactions. The specific factors and their weights depend on the product's goals and user expectations.
HOW TO IMPROVE
Personalization: Tailor the user experience based on individual preferences and behavior to increase relevance and engagement.
User Feedback: Actively solicit and incorporate user feedback to enhance product features and usability.
Quality Content: Ensure the content or features are valuable, engaging, and updated regularly to keep users interested.
Onboarding and Training: Provide effective onboarding and continuous education to help users get the most out of the product.
FORMULA
Engagement Score = ∑ ( Activity Weight × Activity Frequency )
This formula involves assigning weights to different types of user activities based on their importance and then summing the products of these weights and the corresponding activity frequencies.
EXAMPLE
An e-learning platform may track activities such as course completions, forum posts, video views, and quiz attempts. Suppose:
Course completion = 40 points
Forum post = 10 points
Video view = 5 points
Quiz attempt = 20 points
A user who completes 2 courses, makes 5 forum posts, views 15 videos, and attempts 3 quizzes in a month would have an Engagement Score of: (2×40)+(5×10)+(15×5)+(3×20)=215(2×40)+(5×10)+(15×5)+(3×20)=215This score quantifies the user's engagement level with the platform.
DEPARTMENT USAGE
Product Management: To gauge product success and identify areas for improvement.
Marketing: To segment users based on engagement and tailor marketing strategies.
Customer Success: To identify at-risk users for churn and provide targeted interventions.
Analytics: For detailed behavior analysis to inform strategic decisions.
View the collection of Metrics Workshops.