A philanthropic edtech organization wanted to assess the quality of content on its platform and uncover the types of features that could help in improving content viewership. Multiple partners across initiatives developed and consumed content available in various formats on the platform, primarily geared at a non-urban audience. Given that user activity data was actively generated as and when content was consumed on the platform, the analysis had to be carried out continually to augment and enhance the results, so partners and content creators could evolve their approach and improve content. The lack of specific guidelines for content creators also posed a challenge.
TheMathCompany teamed up with the edtech organization to analyze content performance by tracking key user engagement metrics, outline attributes of well-performing content and accordingly develop content guidelines for creators.
- The analysis utilised user platform data – app interaction, app data – duration of sessions, navigation, clicks, views, downloads etc. to understand activity and behavior patterns
- Derived metrics of content use such as average time spent, interactions per min, sessions per device, total interactions etc., were created and tested for consistency and reliability. These metrics were then used to calculate the overall engagement score of each content asset
- High engagement and low engagement cohorts were compared with each other based on the calculated metrics to understand content attributes that distinguished the cohorts from each other
- Helped in creating distinct content guidelines for contributors, to maintain content consistency
- Helped to publish a whitepaper that described content features contributing to high engagement, to improve content approach and boost consumption