This post is a part of the Interactive Webinar Series where we bring forth various capabilities and innovations in Interactive Webinars by Adobe Marketo Engage. Interactive Webinars was launched in a limited rollout in May 2023 and has evolved since then based on multiple insights that we have received as feedback from our customers and partners. With Interactive Webinars being made generally available, we have exciting new features getting introduced in Interactive Webinars that will help with the three-fold benefits of productivity, intelligence and actionability for event marketers.
A. What is an Engagement Dashboard?
Interactive Webinars Engagement Dashboard is a special functionality that provides event marketers with detailed lead-level engagement data as well as aggregated event engagement metrics. The Engagement Dashboard is a different functionality than the standard dashboard available in the Interactive Webinars Event Program. Both these dashboards are available post the webinar. However, the Engagement Dashboard provides detailed engagement in terms of information such as attendees who are highly and moderately engaged, overall engagement over time, individual interactions across engagement elements aka pods as well as attendee-level reports for different engagement elements.
In order to access Engagement Dashboard, visit the Interactive Webinar Event Program overview page post the webinar delivery and notice an Engagement label along with a "View Engagement Dashboard" button just below the Recording label. On clicking this button, the marketer will be redirected to the Engagement Dashboard in another browser tab. This tab contains all the event engagement metrics along with reports that can be downloaded to be shared internally and externally.
Note that the Engagement Dashboard shall be available ONLY for programs delivered post the August release of Marketo. For all the previously delivered webinars only the traditional dashboard will be available that is placed next to the Members Tab in the Interactive Webinars Event Program.
B. Why was Engagement Dashboard introduced?
While building Interactive Webinars, we started with the notion that the most important thing for an event marketer is to action the engagement data. It was important to quickly nurture the attendees post the event depending on how they have engaged and what is the interest and intent behind that engagement. With that under focus, the Interactive Webinars Event Program was provided with smart filters and triggers to ensure that the event marketers can immediately engage the attendees post the event and take them to the next stage either by providing more information or further engaging with them.
However, based on the feedback that we received from our most engaged customers that had fully adopted Interactive Webinars, we realized that the event marketers would not just like to action the engagement but would also want to derive intelligence from the engagement. This means that I do not just want to target a set of leads who have responded to “Are you interested in more information on the product pricing” and send them a pricing collateral but I would also want to know what is the makeup of these leads who are more interested in the pricing documentation. This is such that I can target better audience for my next set of events. Although, these level of insights is what we aspire to deliver with Interactive Webinars, Engagement Dashboard is the first step to providing this information upfront to the event marketers so that they can then bring forth relevant insights.
Hence, it was important to provide an engagement element level information for all the attendees as well as the overall engagement throughout the event so that a marketer can then derive insights from types of attendees having more propensity to engage as well as what portion of the webinar was more engaging so that event marketers can strategize and improve their future webinar performances.
C. What does Engagement Dashboard contain?
The Engagement Dashboard consists of the following sections:
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Event summary |
Provides a consolidated view of the performance of live and on-demand sessions. |
|
Engagement |
Provides an overview of the performance of live sessions. |
|
Interactions |
Provides a detailed view of participants' engagement across pods. |
|
On-demand activity |
Provides a summary of the recording performance. |
|
Participant activity |
Provides a consolidated view of engagement. |
|
Download reports |
Download reports of engagement in different pods. |
D. How can this data be used?
Event Summary provides a consolidated view of live and on-demand performance to help obtain a high-level picture of participation and engagement count.
Engagement section provides a live session performance overview to get a sense of what aspect of the webinar caused maximum engagement to give a picture of what attracts the audience and use it as a cue to improve future events. It also provides a summary of attendee interactions as well as key engagement metrics.
Interactions section moves from aggregate engagement that you noticed in the Engagement section to a more detailed engagement tool level view. In future, you will be able to drill-down to the individual leads that have performed a particular interaction from this view.
On-Demand activity section provides an aggregate level view of the On-Demand performance of the webinar recording along with unique viewers who viewed recording as well as those who could not attend the live webinar.
Participant level shows activity counts at an individual lead level. In future, we will have a drill-down on individual engagement that each of these leads have had during the webinar.
And finally, Download reports section provides an ability to download these reports so that further analysis can be performed or the reports can be shared with the external audiences.
E. How do we plan to enhance the Engagement Dashboard?
Apart from adding additional widgets and data points to various sections in the engagement dashboard, we look forward to providing more insights related to the participant and the engagement so that marketers can use this data and not just refine their understanding of the current event’s lead-level engagement, interest and intent but also use this data as transferrable insights to make the future events more powerful and engaging. These include adding registration details and then slicing and dicing them to identify which companies had more representatives, which industry was mostly interested in this topic and who might be more interested in various products and services. In terms of engagement, which engagement tool served as the most impactful medium and insights around the same. Stay tuned for more actionable insights as we turn Interactive Webinars into a superior intelligence and actionability machine with more innovative functionalities.
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