Gamification is a lead-generating marketing program that aims to generate meaningful, impactful, and data-driven results. Because of the impending cookieless world, companies must shift to first-party data partnership and Zero party data unification. Gamification makes data collection more organic, incentivizing people to provide their information.
A gamification game plan must involve properly managing expectations, monitoring player motivation, and measuring the game mechanic’s effectiveness to be successful. Its success also relies on building sustainable strategies based on gamification principles and prior data analysis. Therefore, marketers with an invested long-term commitment to implement gamification campaigns should instill these metrics to measure campaign effectiveness. We shall discuss this more in our gamification playbook article at a much later date.
I Shall discuss some of the must-have metrics for your gamification campaign.
Engagement Rate
The engagement rate reflects customer satisfaction as defined by the average number of user actions, timeliness, and response time. This metric seeks to analyze possible reasons behind the answers to the following questions:
- Out of the total number of people you sent express direct mail (EDM) or newsletters, how many of them expressed the intention of playing the game?
- How many people clicked on the gamification campaign’s banner ads?
- What game stage or number did the players spend the most and why?
- Is the game content interesting and interactive enough to capture the target audience’s attention?
The engagement rate must be every marketer’s primary focus in understanding their respondents for the campaign. The data insights here offer a great way of understanding your prospects at a meta-level and yet allow you to build meaningful connections with tangible data. It’s essential to compare actual gamification campaign results from the industry benchmark to determine the effectiveness of our digital promotions, including newsletter and EDM blasts, banner ads, and social media marketing efforts. In the grand scheme of data mapping, it could effectively plot each respondent’s customer journey in relation to their your
Lead Generation Rate
The lead generation rate refers to the percentage of prospects generated during the gamification campaign. This metric reflects the answers to the following questions:
- Out of the total number of potential leads, how many of them played the game?
- What sort of persona or demographic took part in this gamification process? What are the sources of entry or barriers to the respondents?
- Given the total number of players, how would they measure up in your marketing funnel?
- How many of the leads showed positive responses during the follow-up?
- Why did some people express their intention to participate but were unable to complete the game? Was it too hard? Was it a technical issue? Mobile vs. desktop UX experience?
The number of leads is critical in attaining your sales and marketing goals. In B2B, gamification campaign strategies aim to make players realize they need your help and solutions. Hence, marketing teams must carefully develop relevant, interesting, and curiosity-triggering gamification content to establish deep positive respect for your brand. In addition, the right approach and timing are also key in boosting your lead generation rate.
Sales Increase Rate
The sales increase rate is the ultimate goal, reflecting the percentage of sales increase after implementing your gamification campaign. It aims to answer and analyze the following questions:
- How does your gamification campaign affect your sales?
- What prompted the players to become leads and progress through the sales funnel?
- What game data result have you used to convince the player to listen to your sales pitch?
And for my personal favourite metric…
2nd Chance Engagement Rate!
Sorry that I got no official term for this but to made up one! I am often very fascinated with prospects who engage a 2nd or 3rd time in the gamification process. About 85% of online business quiz respondents complete 6 to 7 e-learning questions in an average of 5 minutes and 13 seconds (N=5000, 2022 stats) in a single try. The remaining respondents in the similar quiz setup on their 2nd or 3rd try would take an average of 8 minitues and 42 seconds.
But in some of the key questions, there has been an increase in time spent in terms of content discovery or consumption in an attempt to achieve the right answer this time round. As a marketer, this is a very important marketing stat to address sales functions as it curates a very unique discussion point for the individual respondent. This gives rise to a number of interesting assumptions.
- Why is this question of particular interest to the respondent? Was the content of high relevance to their organization?
- If the question is answered on an average of 57 seconds, and this particular respondent completed the question at 4 minutes and 28 seconds, does it mean that they are consuming the content at a higher reading intent?
- Did the metric reflect a 2nd or 3rd reading intention? We know how often our content is purely just a one-off reading material for 98% of our audience as a marketer.
As a marketer, would a 2nd chance respondent serve as a higher marketing lead than an organic first-touch lead?
In our next article, I will showcase more of how you can adopt these considerations into your B2B marketing gamification playbook.
Every gamification campaign is unique, whether it is a trivial quiz, crossword puzzle and etc. Choosing the appropriate metrics to measure, depends on the company’s goals, gamification content, target audience, and market demands. But generally, measuring these important metrics such as engagement rate, lead-generation rate, and sales increase rate is critical in evaluating the effectiveness of a gamification campaign.
Disclaimer note:
The opinions expressed in this post are those of the author. They do not purport to reflect the opinions or views of ThinkLogic Media Group or any company and their associates.
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