Dear MCG-ers,
The latest Digital Media post from the V&A blog, outlines results from data-capture techniques we have been developing. 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!
If anyone is coming along to the fab UKMW2015 conference coming up very soon (26 Oct), then I am happy to chat about this stuff.
http://museumscomputergroup.org.uk/2015/10/16/why-should-you-attend-ukmw15-bridging-gaps-making-connections/
Andrew Lewis
Digital Content Delivery Manager
Digital Media
Victoria and Albert Museum | South Kensington | London | SW7 2RL
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