reports

Hershey's Location

Vegas Location

  • Week 1

Content Analyzed


Hersheys' Data Analysis

 
dash_week_3.png
 
 
sessions_by_date.png
sessions_by_time.png

Data Analysis: Sessions

Consistent with the previous week, sessions were heaviest in the afternoon, with lowest consumption occurring in the morning and the late evening. 


2. Performance

Views by Video

Watch Time by Video

Screen Shot 2017-11-06 at 4.58.50 PM.png

Note: Lumbering cheer took the top spot for average watch time, overtaking Happy Hallows from the previous week. Other videos held steady with nearly the same engagement week-over-week. While Floating Curiosity was the most viewed video it had the lowest watch time.


User Drop-Offs

 

Rate of Retention :
Content Perfomance Ranked

Drop-Off:
Users (Y) Through Time (X)

Screen Shot 2017-10-30 at 5.28.14 PM.png

Data Analysis: Performance

Happy Hallows and Sliding Delight are the most viewed videos overall, performing the best in terms of audience retention. Audience retention defines how rapidly users leave an experience through time. A lower bounce rate is an indication of more performant content.

Recommendation: Offer viewers Sliding Delight and Lumbering Cheer as the front-and-center videos to watch, there will be much higher view-through and session completion.


3. Benchmark Analysis

Content Used for Analysis

Hershey's

Average Views: 57

Online VR Campaigns

  Average Views: 85

On-Site VR Activation

  Average Views: 5,500

 
Screen Shot 2017-10-30 at 3.53.16 PM.png
Screen Shot 2017-10-30 at 3.53.05 PM.png
 


*While Hershey's time-spent is slightly lower than the industry average, many industry experiences are 3:30-5:00 minutes in length and the rate of completion is much lower.

Hershey's content performs well compared to similar branded online campaigns which suffer from poor time-spent and completion rates, despite receiving much higher viewership.

Screen Shot 2017-10-30 at 3.53.58 PM.png

4. Experience Performance

 
Main Menu.png
 

1. Winter Wonderland

N/A

Audience Attention

2. Bouncing Bliss

 Fair Engagement

Audience Attention

3. Floating Curiosity

Low Engagement

Audience Attention


3. Happy Hallows

Fair Engagement

Audience Attention

4. Lumbering Cheer

Great Engagement

Audience Attention

5. Sliding Delight

Great Engagement

Audience Attention

 

Video Performance Data Analysis

We can see that Sliding Delight and Lumbering Cheer both have high performance in terms of content engagement. Engagement is measured as a function of how users behave and move throughout and experience.

The high engagement from these two experiences is also consistent with their high levels of audience retention.

Recommendation: Given that Lumbering Cheer and Floating Curiosity have the best retention rates with high and fair activity, respectively. This performance is indicative of the robustness of the levels, which each provide the most interactive objects and items to play with. 


Example Benchmark Videos & Activity

High Engagement

Low Engagement

 

Fair Engagement