keith conley and matthew williams - optimal design through data
DESCRIPTION
Shown during GSummit 2013 Workshop SessionsTRANSCRIPT
OPTIMAL DESIGN THROUGH DATA
Bunchball: The Leader in Gamification• Founded: 2005• Customers: 320+• Employees: 60+• Created Gamification Industry in 2007• Constant innovator in the field
“For anticipating the gamification explosion before anyone knew what gamification was.”
Enterprise Customers
50%
2013
Of all social business initiatives will include
an enterprise gamification component
Constellation Research
2014
70%Of the 2,000 largest
global companies will use gamification for at
least one aspect of their organization
Gartner
2015
50%Of companies that manage innovation
processes will gamify those processes
Gartner
Gamification will be pervasive in the enterprise
Why is the enterprise moving this direction?
Because tools provided by companies are only effective if your employees are using them well and we improve adoption while motivating behaviors specific to enterprise success.
Agenda
• Analytical approach• Measurement & Learning• Tracking (Silent and Active)
• Labs - The Future of Enterprise Analytics
Bunchball Enterprise Metrics
1. Increased Adoption & Continuous Engagement of business tools2. Influence and motivate specific behaviors impacting enterprise success
• Increased activity• Faster on-boarding
Short-term adoption (Quick wins) Long-term engagement• Better data for management decision-making (CRM)• Increased compliance (HCM)
Significantly different business outcomes are driven by these measures…
• Points, Goals, Competition• Mastery, Leveling up
+ Game Mechanics*
*Most if not all of the 10 game mechanics can lead to increases in long term engagement when applied correctly, specifically Fast Feedback, Transparency & Goals.
• Increased pipeline• Increased User-Generated Content• Productivity Increase• Proficiency Increase
• Goals related to leads & sharing• Newsfeeds, Community• Progress, Goals, Competition• Leveling Up
• Increase Sales (CRM)• Increased call deflection (Social Collaboration)• Decreased time to resolution(CRM)• Higher customer satisfaction (CRM)
Measurement & Learning Plan
• Business Goals• KPIs• Categorizations• Secondary Analyses
Data Elements – Meta & Contextual DataUses and benefits:1. Personalize
Missions2. Add context to
base data points3. Reduce program
administration
Action: Document_download
Meta Data• Personalized Missions
Contextual Data• Rich Analytics
Geography Media Platform• Desktop• Mobile
Sector• Auto• Pharma
User Information• Team• Title• Role
Silent Tracking
What is Silent Tracking?
Also known as Phase Zero or Baseline Measurement, Nitro Silent Tracking… • Provides a path for new clients to benchmark and inform
their program’s success• Delivers metrics that can be used to inform a Phase 1
reward structure• Identifies gaps in initial set-up prior to full launch
Silent Tracking Review
• Overall set of behaviors and activity levels• Set Benchmarks• Establish Progressive Challenge
Increments• Establish leveling structure
Actions Table
Activity Binning Table
Informative Design – Persona Recognition
0K
5K
10K
15K
20K
25K
30K
35K
40K
45K
50K
55K
60K
Challenge Count
Top 20 Reputation
Challenge Name
Answer Found Correct
Answer Found Helpful
You were rated or liked
You've had Content Exchange binary downloaded
0
50
100
150
200
250
300
350
Challenge Count
Top 80 Reputation
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
% of Total Running Sum of Distinct count of User Id
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
of Total Running Sum of Challenge Count %
20.00%
80.00%
Pareto Challenges
• Base ideal state of behaviors on various scenarios
Pareto Analysis
Active Tracking
Active Tracking Case Study – Solarwinds
• Gamified the Thwack! Community site to engage customer service agents and clients in a community forum. Approximately 10,000 users, tracking and rewarding users for document/post/blog creation, engagement and validation.
Solarwinds
Annual Review• Solarwinds saw a 6% increase is monthly users moving from Q4 of 2012 to Q1 of 2013• More questions were asked and answered in the latter half of the year as well, with
answers being recognized 6% more often.• The percentage of users being rated, or liked increased 53%• The percentage of users liking content increased 20% in the past six months• Solarwinds also showed ability to motivate specific actions through Monthly
Challenges• February “Rate” activity increased 21x over previous 6 month average, with a halo
effect of 4x seen in March
User Analysis– Solarwinds
Are completed challenges an indication of users likely to remain engaged?
Regression analysis
Coefficient Challenge Name
2.732356615 Poster
2.717465846 You liked Content
0.771804602 You Were Rated or liked
0.26937439 Seeker
0.202723728 Plus 1
0.06642664 Search Works!
What have we learned about the audience in the first year?
Cluster analysis
Labs
Composition
Technology Stack
• Data Storage
• Analysis/Algorithms
• Visualization
Social Platforms DevicesWebsites/
Portals
Sales/CRM
Social Enterprise
Talent/HCM
Predictive PerformanceMonitor Notify Engage MeasurePredictivebehavior(Future)
Analytics Vision
Multi-App Analytics
Workforce Analytics
Worker Performance
Quarter Company Group Individual vs. Company vs. GroupQ2 2012 96% 93% 107% 11% 14%Q3 2012 103% 95% 120% 17% 25%Q4 2012 105% 99% 157% 52% 58%Q1 2013 102% 103% 131% 29% 28%
Sales Performance
Intelligent Recommendation Engines
