Design Document - Transmedia Analytics
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<strong>Design</strong> <strong>Document</strong><br />
<strong>Transmedia</strong> <strong>Analytics</strong><br />
User Engagement and Interaction <strong>Analytics</strong> in <strong>Transmedia</strong> Narratives<br />
MediaLAB Amsterdam, the Netherlands<br />
Anne van Egmond<br />
Geert Hagelaar<br />
Sieta van Horck<br />
Yannick Diezenberg
Style Sheet 4<br />
1.1 Visitor Flow (II) 8<br />
<br />
1.2 Introstate: overview 12<br />
1.3 Introstate: deciding time 14<br />
IntroState: deciding time (II) 16<br />
<br />
<br />
1.5 Narrative paths 22<br />
1.5.2 Popularity narratives 24<br />
1.6 Perspective changes (I) 26<br />
Perspective changes (II) 28<br />
<br />
Last video watched (II) 32<br />
1.9 Clicked elements 34<br />
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3.1 Browser/ introState 52
Style Sheet<br />
Explanatory note<br />
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4 <strong>Transmedia</strong> <strong>Analytics</strong><br />
Style Sheet
Color Set<br />
Lines<br />
Grid<br />
#EEE8D6<br />
#D4CFC0<br />
#B9B5A8<br />
#E9B690<br />
#D0A482<br />
#B58F72<br />
#57B7B9<br />
#4EA4A5<br />
#448F90<br />
#9BA3B1<br />
#8A919D<br />
#777E88<br />
#FFE009 (highlight)<br />
#D37974 (attention)<br />
Buttons<br />
Date Span Filter<br />
multiselect<br />
went away<br />
skipped<br />
radio<br />
went away<br />
skipped<br />
dropdown<br />
dropdown<br />
droppeddown<br />
droppeddown<br />
droppeddown<br />
droppeddown<br />
Style Sheet<br />
5
Category 1: Behavior<br />
How are users exploring the content and what content drives or discourages exploration of the content<br />
1.1 Visitor Flow<br />
Explanatory note<br />
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Correlation<br />
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dimension1 = introState<br />
Status<br />
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6 <strong>Transmedia</strong> <strong>Analytics</strong>
legend<br />
view autopilot<br />
legend<br />
view autopilot<br />
sessions<br />
number of drop-offs<br />
from this video<br />
number of sessions<br />
which are going to<br />
another video<br />
2-W-A.mp4<br />
times this video is watched as 2nd video 46<br />
avg % watched of this video 75%<br />
number of drop-offs from this video 0%<br />
show all<br />
show only drop-offs<br />
sessions<br />
number of drop-offs<br />
from this video<br />
number of sessions<br />
which are going to<br />
another video<br />
2-W-A.mp4<br />
times this video is watched as 2nd video 46<br />
avg % watched of this video 75%<br />
number of drop-offs from this video 0%<br />
show all<br />
show only drop-offs<br />
6th video watched<br />
6th video watched<br />
5th video watched<br />
5th video watched<br />
4th video watched<br />
4th video watched<br />
3rd video watched<br />
3rd video watched<br />
2nd video watched<br />
2nd video watched<br />
1st video watched<br />
1st video watched<br />
<br />
7
Category 1: Behavior<br />
How are users exploring the content and what content drives or discourages exploration of the content<br />
1.1 Visitor Flow (II)<br />
Explanatory note<br />
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<br />
Status<br />
<br />
<br />
<strong>Transmedia</strong> <strong>Analytics</strong>
<strong>Transmedia</strong> <strong>Analytics</strong><br />
10
Category 1: Behavior<br />
How are users exploring the content and what content drives or discourages exploration of the content<br />
1.2 Introstate: overview<br />
Explanatory note<br />
<br />
<br />
<br />
<br />
Correlation<br />
<br />
dimension1 = Introstate<br />
Status<br />
<br />
12 <strong>Transmedia</strong> <strong>Analytics</strong>
Skipped<br />
Fully watched<br />
40%<br />
15%<br />
442<br />
45%<br />
Went away<br />
Total sessions = 2947<br />
<br />
13
Category 1: Behavior<br />
How are users exploring the content and what content drives or discourages exploration of the content<br />
1.3 Introstate: deciding time<br />
Explanatory note<br />
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Correlation<br />
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Status<br />
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14 <strong>Transmedia</strong> <strong>Analytics</strong>
show number of drop-offs per second<br />
show number of sessions per second<br />
went away from the site<br />
clicked on skip intro<br />
250<br />
125<br />
95<br />
number of drop-offs<br />
0 10 20 30 40 50<br />
seconds<br />
timeline introduction video (in seconds)<br />
show number of drop-offs per second<br />
show number of sessions per second<br />
250<br />
125<br />
110<br />
number of sessions<br />
0 10 20 30 40 50<br />
seconds<br />
timeline introduction video (in seconds)<br />
<br />
15
IntroState: deciding time (II)<br />
Explanatory note<br />
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Status<br />
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16 <strong>Transmedia</strong> <strong>Analytics</strong>
17
<strong>Transmedia</strong> <strong>Analytics</strong><br />
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engagement<br />
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engagement<br />
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engagement
Category 1: Behavior<br />
How are users exploring the content and what content drives or discourages exploration of the content<br />
<br />
Explanatory note<br />
engagement<br />
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engagement<br />
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engagement<br />
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<br />
Correlation<br />
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a videoSessionDuration<br />
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SessionDuration<br />
SessionDuration<br />
<br />
<br />
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Status<br />
<br />
20 <strong>Transmedia</strong> <strong>Analytics</strong>
Video 1<br />
Video 2<br />
Video 3<br />
Video 4<br />
Video 5<br />
Video 6<br />
Video 7<br />
Video 8<br />
Video 9<br />
Video 10<br />
Video 11<br />
Video 12<br />
Video 13<br />
Video 14<br />
Video 15<br />
Video 16<br />
Video 17<br />
Video 18<br />
Video 19<br />
Video 20<br />
Video 21<br />
Video 22<br />
Video 23<br />
Video 24<br />
Video 25<br />
Video 26<br />
Video 27<br />
Video 28<br />
Video 29<br />
Video 30<br />
Video 31<br />
Video 32<br />
Video 33<br />
Video 34<br />
Video 35<br />
Video 36<br />
Video 37<br />
Video 38<br />
Video 39<br />
Video 40<br />
0% average percentage watched<br />
50% 100%<br />
Video 15<br />
1250 views<br />
36% watched<br />
Autoplay<br />
Manual<br />
100 visits<br />
500 visits<br />
2000 visits<br />
0% 50% 100%<br />
<br />
21
Category 1: Behavior<br />
How are users exploring the content and what content drives or discourages exploration of the content<br />
1.5 Narrative paths<br />
Explanatory note<br />
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Correlation<br />
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Status<br />
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22 <strong>Transmedia</strong> <strong>Analytics</strong>
Autoplay vs. Manual<br />
Manual<br />
29%<br />
40%<br />
15%<br />
71%<br />
45%<br />
Autoplay<br />
2092<br />
Total sessions = 2947<br />
<br />
23
Category 1: Behavior<br />
How are users exploring the content and what content drives or discourages exploration of the content<br />
1.5.2 Popularity narratives<br />
Explanatory note<br />
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engagement<br />
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Correlation<br />
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Status<br />
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engagement<br />
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24 <strong>Transmedia</strong> <strong>Analytics</strong>
Narratives<br />
The Hijack<br />
More Perspectives<br />
15%<br />
35%<br />
20%<br />
After the Hijack<br />
30%<br />
812<br />
Before the Hijack<br />
Total sessions = 2092<br />
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25
Category 1: Behavior<br />
How are users exploring the content and what content drives or discourages exploration of the content<br />
1.6 Perspective changes (I)<br />
Explanatory note<br />
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Correlation<br />
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Status<br />
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26 <strong>Transmedia</strong> <strong>Analytics</strong>
Western video lead to Somalian video<br />
view autopilot<br />
Somalian video lead to Western video<br />
Somalia<br />
top 10 Somalian video’s which lead to the most perspective changes<br />
video 4<br />
video 3<br />
video 2<br />
video 22<br />
video 3<br />
video 11<br />
video 33<br />
video 21<br />
video 9<br />
video 1<br />
2092<br />
Perspective change<br />
video 25<br />
video 38<br />
video 10<br />
video 8<br />
video 7<br />
video 37<br />
video 31<br />
video 25<br />
video 23<br />
video 5<br />
Western<br />
top 10 Western video’s which lead to the most perspective changes<br />
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27
Perspective changes (II)<br />
Explanatory note<br />
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Status<br />
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<strong>Transmedia</strong> <strong>Analytics</strong>
29
Category 1: Behavior<br />
How are users exploring the content and what content drives or discourages exploration of the content<br />
1.7 Last video watched (I)<br />
Explanatory note<br />
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Note<br />
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visit length<br />
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Correlation<br />
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Status<br />
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30 <strong>Transmedia</strong> <strong>Analytics</strong>
Show last videos for first:<br />
5 min 10 min 15 min full<br />
Videotitle<br />
number of views:<br />
916<br />
number of drop-offs after<br />
this video:<br />
211<br />
percentage of viewers<br />
drops off:<br />
23%<br />
before The Hijack after<br />
<br />
31
Last video watched (II)<br />
Explanatory note<br />
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<br />
<br />
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Status<br />
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32 <strong>Transmedia</strong> <strong>Analytics</strong>
33
Category 1: Behavior<br />
How are users exploring the content and what content drives or discourages exploration of the content<br />
1.9 Clicked elements<br />
Explanatory note<br />
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showhelp, showabout,<br />
showautopilot.<br />
<br />
Correlation<br />
show help<br />
<br />
Status<br />
<br />
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34 <strong>Transmedia</strong> <strong>Analytics</strong>
35
Category 1: Behavior<br />
How are users exploring the content and what content drives or discourages exploration of the content<br />
<br />
Explanatory note<br />
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sessionsDuration<br />
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sessionDuration <br />
engagement<br />
sessionDuration<br />
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sessionDuration<br />
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sessionDurationengaged<br />
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Correlation<br />
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dimension11 = mouse distance in visit<br />
Status<br />
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36 <strong>Transmedia</strong> <strong>Analytics</strong>
37
Category 1: Behavior<br />
How are users exploring the content and what content drives or discourages exploration of the content<br />
<br />
Explanatory note<br />
session<br />
session<br />
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sessionDuration <br />
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Correlation<br />
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dimension12 = pixels travelled per second<br />
Status<br />
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Note<br />
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<strong>Transmedia</strong> <strong>Analytics</strong>
39
Category 1: Behavior<br />
How are users exploring the content and what content drives or discourages exploration of the content<br />
1.12 Help splashpage<br />
Explanatory note<br />
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Automatic<br />
<br />
Manual <br />
<br />
<br />
<br />
Correlation<br />
<br />
<br />
<br />
Status<br />
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40 <strong>Transmedia</strong> <strong>Analytics</strong>
41
Category 2: Acquisition<br />
What is the process of user acquisition and where are the most/least users coming from<br />
2.1 Referral performance: overview<br />
Explanatory note<br />
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none<br />
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organic<br />
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Referral<br />
<br />
Not set<br />
<br />
<br />
<br />
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<br />
<br />
Correlation<br />
bezoekerstype (nieuwe bezoeker / terugkerende bezoeker) | aantal bezoeken<br />
aantal bounces | aantal bezoeken<br />
Status<br />
<br />
<br />
<br />
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42 <strong>Transmedia</strong> <strong>Analytics</strong>
Medium categories<br />
none<br />
organic<br />
referral<br />
Top 3 sourcemedia per medium category<br />
direct<br />
982<br />
not set<br />
571<br />
avg<br />
nrc.nl<br />
462<br />
The Last Hijack<br />
170<br />
google<br />
97<br />
168<br />
182<br />
hidemyass.com<br />
getpocket.com<br />
facebook.com<br />
<br />
43
Category 2: Acquisition<br />
What is the process of user acquisition and where are the most/least users coming from<br />
<br />
Explanatory note<br />
engaged<br />
<br />
<br />
<br />
<br />
<br />
<br />
<br />
Correlation<br />
<br />
<br />
Status<br />
<br />
<br />
44 <strong>Transmedia</strong> <strong>Analytics</strong>
0 28,5 57<br />
avg time spend on intro<br />
avg<br />
239 sessions<br />
SKIPPED<br />
WENT AWAY<br />
FULL<br />
facebook.com<br />
sessions<br />
getpocket.com<br />
google<br />
hidemyass.com<br />
m.facebook.com<br />
nrc.nl<br />
spinawards.nl<br />
<br />
45
Category 2: Acquisition<br />
What is the process of user acquisition and where are the most/least users coming from<br />
<br />
Explanatory note<br />
<br />
<br />
engagement<br />
<br />
kindcategory<br />
direct<br />
, organic, referralunknown<br />
<br />
<br />
<br />
skipped,<br />
fully watched, went away<br />
<br />
<br />
<br />
Correlation<br />
<br />
<br />
<br />
Status<br />
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46 <strong>Transmedia</strong> <strong>Analytics</strong>
47
<strong>Transmedia</strong> <strong>Analytics</strong><br />
<br />
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<br />
<br />
engaged<br />
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<br />
engagement<br />
<br />
engagement<br />
engagement<br />
<br />
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<br />
<br />
engagement<br />
<br />
<br />
<br />
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<br />
engagementengagement
Category 2: Acquisition<br />
What is the process of user acquisition and where are the most/least users coming from<br />
<br />
Explanatory note<br />
engaged<br />
the averagePercentage<br />
sessions<br />
<br />
sessions<br />
<br />
<br />
engaged<br />
<br />
<br />
engaged<br />
Correlation<br />
<br />
<br />
Status<br />
<br />
50 <strong>Transmedia</strong> <strong>Analytics</strong>
Source 1<br />
Source 2<br />
Source 3<br />
Source 4<br />
Source 5<br />
Source 6<br />
Source 7<br />
Source 8<br />
Source 9<br />
Source 10<br />
0% average percentage of content watched<br />
50% 100%<br />
Source 8<br />
4 videos watched<br />
14% watched<br />
0% 50% 100%<br />
level of engagement<br />
1 2 3 4<br />
5 videos watched<br />
15 videos watched<br />
30 videos watched<br />
<br />
51
Category 3: Technical<br />
Is there a problem with technical aspects of your content that drive visitors away from your website<br />
3.1 Browser/ introState<br />
Explanatory note<br />
devices and browsers<br />
<br />
<br />
<br />
browsers<br />
<br />
Browser<br />
<br />
browserbrowsers<br />
<br />
<br />
<br />
browser<br />
<br />
browserdevice.<br />
Correlation<br />
<br />
dimension1 = introState<br />
Status<br />
<br />
52 <strong>Transmedia</strong> <strong>Analytics</strong>
53
Category 3: Technical<br />
Is there a problem with technical aspects of your content that drive visitors away from your website<br />
<br />
Explanatory note<br />
<br />
<br />
loading timebrowserloadingTime<br />
<br />
the loadingTime<br />
browserloadingTime<br />
browser<br />
Correlation<br />
<br />
Status<br />
<br />
54 <strong>Transmedia</strong> <strong>Analytics</strong>
55
Category 3: Technical<br />
Is there a problem with technical aspects of your content that drive visitors away from your website<br />
<br />
Explanatory note<br />
averageSessionTime<br />
desktop<br />
<br />
<br />
<br />
averageTimeOnSite<br />
averageTimeOnSite<br />
<br />
<br />
<br />
<br />
loadingTime <br />
Correlation<br />
<br />
<br />
dimension7 = viewport width<br />
Status<br />
<br />
56 <strong>Transmedia</strong> <strong>Analytics</strong>
average session<br />
duration (s)<br />
desktop<br />
mobile<br />
both<br />
width<br />
height<br />
amount of<br />
sessions<br />
1200<br />
1200<br />
800<br />
600<br />
width 1200-1400 px<br />
266 sessions<br />
657 seconds<br />
400<br />
200<br />
0<br />
400-600 px<br />
600-800 px<br />
800-1000 px<br />
1000-1200 px<br />
1200-1400 px<br />
1400-1600 px<br />
1600-1800 px<br />
1800-200 px<br />
2000-2200 px<br />
2200-1400 px<br />
<br />
57
Category 3: Technical<br />
Is there a problem with technical aspects of your content that drive visitors away from your website<br />
<br />
Explanatory note<br />
averageSessionTime<br />
desktop<br />
<br />
<br />
<br />
averageTimeOnSite<br />
averageTimeOnSite<br />
<br />
<br />
<br />
<br />
loadingTime<br />
Correlation<br />
<br />
<br />
Dimension7 = viewport width<br />
Status<br />
<br />
<br />
<strong>Transmedia</strong> <strong>Analytics</strong>
average session<br />
duration (s)<br />
desktop<br />
mobile<br />
both<br />
width<br />
height<br />
amount of<br />
sessions<br />
1200<br />
1200<br />
800<br />
600<br />
width 1200-1400 px<br />
266 sessions<br />
657 seconds<br />
400<br />
200<br />
0<br />
400-600 px<br />
600-800 px<br />
800-1000 px<br />
1000-1200 px<br />
1200-1400 px<br />
1400-1600 px<br />
1600-1800 px<br />
1800-200 px<br />
2000-2200 px<br />
2200-1400 px<br />
<br />
59
Category 3: Technical<br />
Is there a problem with technical aspects of your content that drive visitors away from your website<br />
<br />
Explanatory note<br />
averageSessionTime<br />
mobile and tablet<br />
<br />
<br />
<br />
averageTimeOn<br />
sessionsbrowser<br />
averageTimeOnSite<br />
<br />
<br />
<br />
loadingTime<br />
Correlation<br />
<br />
<br />
dimension7 = viewport width<br />
Status<br />
<br />
60 <strong>Transmedia</strong> <strong>Analytics</strong>
average session<br />
duration (s)<br />
desktop<br />
mobile<br />
both<br />
width<br />
height<br />
amount of<br />
sessions<br />
1200<br />
1200<br />
800<br />
600<br />
height 1200-1400 px<br />
266 sessions<br />
657 seconds<br />
400<br />
200<br />
0<br />
400-600 px<br />
600-800 px<br />
800-1000 px<br />
1000-1200 px<br />
1200-1400 px<br />
1400-1600 px<br />
1600-1800 px<br />
1800-200 px<br />
2000-2200 px<br />
2200-1400 px<br />
<br />
61
Category 3: Technical<br />
Is there a problem with technical aspects of your content that drive visitors away from your website<br />
<br />
Explanatory note<br />
averageSession<br />
mobile and tablet<br />
<br />
<br />
<br />
averageTimeOnsite and<br />
sessionsbrowser<br />
averageTimeOnSite<br />
<br />
<br />
<br />
loadingTime<br />
Correlation<br />
<br />
<br />
dimension7 = viewport width<br />
Status<br />
<br />
62 <strong>Transmedia</strong> <strong>Analytics</strong>
average session<br />
duration (s)<br />
desktop<br />
mobile<br />
both<br />
width<br />
height<br />
amount of<br />
sessions<br />
1200<br />
1200<br />
800<br />
600<br />
height 1200-1400 px<br />
266 sessions<br />
657 seconds<br />
400<br />
200<br />
0<br />
400-600 px<br />
600-800 px<br />
800-1000 px<br />
1000-1200 px<br />
1200-1400 px<br />
1400-1600 px<br />
1600-1800 px<br />
1800-200 px<br />
2000-2200 px<br />
2200-1400 px<br />
<br />
63
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