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Analytics and Reporting: Your Secret to a Well-Engaged Audience

Monday, July 9, 2018 - 09:30
Webinar analytics

If you broadcast to your employees and nobody pays attention, did you get your message across?

You’ve purchased a webcast platform. You’ve started to deliver webinars on a regular basis. You even have invited a variety of speakers to present.

But how can you know if your investment was worth it, if your employees are taking in the message you’re conveying, and if the speakers you’ve chosen are hitting the mark if you don’t have a way to measure audience attendance and engagement?

At a minimum, you’ll need to know that the time, title, topic, and agenda resonated with your employees. Drop the ball on any of those and registration will suffer right off the bat. You can easily survey your audience to see what impact these elements had on their decision to attend or not attend.

In reality, though, you’ll want to dig deeper and learn more. You want to hit a homerun every time you hit that “live” button. That means being able to gauge your audience’s reaction as the content is delivered.

Using Analytics to Deliver a More Impactful User Experience

Using analytics and reporting features in-session and post-event gives you unique insight that can help improve the effectiveness of your messaging and create new opportunities you might not have envisioned.

To accomplish this, you’ll need customizable dashboards, like those that are featured in West’s webcasting platforms. Within these consoles, you can configure your data as needed. You can look at login/logout details, the questions attendees submit, the comments they offer, how they interacted with the special features such as polling, their responses to surveys and test questions, and the assets they downloaded during and after the webcast. While each of these data points is powerful on its own, together they give you a holistic picture of your audience’s preferences, their interest in the topic at hand, and what they’d like to learn more about. Mining this data will help you make sure their time and yours is well spent and that your message is coming across as clearly and as concise as you’d hoped.

You’ll also want to make use of our reporting features to share the analysis you’ve done with your colleagues. You can create best practices for generating webcast ideas, delivering content, and following up with attendees based on the data before you. You also can use this information to instruct new presenters on the likes and dislikes of attendees. For instance, if attention dropped off during a particularly long presentation full of slides, you can instruct presenters to keep their segments short and interactive. Lastly, this data can help you justify the cost of the platform and webcasting tools.

Turning Data into Action

If you’re going to take the time to collect analytics on attendee behavior, make sure you can act on it. To keep doing the same thing over and over again, like scheduling webcasts when half of the employees can’t make it or signing up speakers who users have consistently panned, will only serve to annoy your prospective audience. And if you make significant changes based on attendee feedback, share that news with your employees. People like to know their suggestions were heard and acted upon.

After an event, you’ll also want to study how your marketing of the event turned visitors into registrants. Was your copy direct and effective or did it land flat? Knowing what worked will help you secure more conversions for your subsequent webcasts.  Look at your live vs. on-demand attendance. Dig deeper into why employees couldn’t attend but were interested enough to view later. Was the timing off for live attendance? Did your follow-up copy for the on-demand version resound more with viewers? Was there a technical issue you were unaware of that prevented folks from viewing it live? There are lessons to be learned there that can boost your next live broadcast.

As you study the content, also study the user experience. What did attendees encounter from a technical standpoint? Were they able to log right in? How was the audio and video delivery? Did the platform respond well? Was their connectivity adequate for a rich user experience? You can find all this out through a combination of analytics and surveys. If you run into technical problems, make sure to address them quickly.

Analytics and reporting are your keys to ensuring that every time is the best time for your audience. Take the opportunity to gather feedback seriously and put it to good use.


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