I often get asked this question by marketers: What is the reach of the work that you do? How many people see your content and what are the KPIs?
The answer is that for many of our clients I don’t know. Whilst we might help them install their analytic tracking code snippets, short of installing our own code (which we don’t do), only the client will know after we hand over the project code for them to host.
However, for the projects that we do for our own interest, development and showcase — e.g. the Visualizing Singapore site — we have a sense of how well they do. I am a firm believer in tracking and measurement; if you don’t track, you don’t know who is going to your website and what content they are looking at.
For example, the last SG elections website was a big hit during the elections weekend of 11th to 12th September as we were updating the elections results live on 11th evening / 12th morning.
Literally you could see the voting districts being filled in with colour and numbers as the voting results came in, both the sample vote results and also the real election results.
Specifically for the 24 hours from Friday evening to Saturday evening post results, we received almost 200,000 page views, mainly from our live embeds, which were on both the Online Citizen and the Middleground.
A big shoutout to them for covering the elections with such great content.
Google analytics statistics of the SG Elections website. The statistics here were from 11th to 14th September, but the bulk of the hits were during 11th and 12th.
Most of the traffic came from the embeds, specifically our vote share visualization which was embedded the most by TOC and TMG. Some came to the SG Elections website, mainly through word of mouth referred by social media and also by very kind shoutouts by our media partners.
I didn’t pay a single cent for social media advertising of any sort, and whilst I may have made a few posts on FB and Twitter, I didn’t spam my channels too much. I had a hope that with great content, and perhaps media who might be interested in the free easy-to-embed content (just attribute to us), that would be enough. The site wasn’t really marketed.
Page views aside, what I was most happy about was the engagement. An average of 3mins plus for the vote share visualization, and 6mins plus for our actual site — a rarity in an age where people move on very quickly.
I suspect it is folks just leaving the page open as the elections maps were being updated in real-time. Still, am humbled and happy that people found the visualizations useful, which was what Kok Keong and I wanted to do in the first place.
A quick word to those new to us. We’re not media, we don’t compete with media. We’re also not a marketing, PR, or even traditional creative/digital/social media agency (which in fact we do some work for agencies behind the scenes).
We’re a UX design outfit that uses data science and digital perspectives to present stories and insights in a better way.