The good news is there are delivery platforms that offer accountability and each program should be evaluated based on its own unique goals, whether it's registered or anonymous view time, lead generation total, click-throughs on resources, platform interactions, or polling feedback. For instance, in the AccelaCast platform, telemetry points automatically capture data every 15 seconds to monitor user activity like total viewers, quality of service for the stream, slide control usage, search activity, re-buffering, time to connect, and protocols used, etc. Segment timing within the platform can also be captured with telemetry, so commercial view time can be measured separately from other program content. What is important to note, is the view time is not necessarily linear -- viewers can navigate throughout the player, so view time represents true engagement.

You may also want to apply a classification status against the registrant pool using form response criteria. For example, you could classify registrants by Job Function, Purchase intent, or Geography. Junk records should be filtered and removed from the qualified reporting pool. Demographic profiles for registrants are reported in aggregate, based on the questions asked in any form throughout the program.

The number of downloads that occur during a program is another way to measure interaction with the program and identify registrants that are interested enough to browse beyond the program content. Viewers should also have an opportunity to ask questions of the presenters at any time during the program. The question is sent to the presenter via email and is logged in the registrant profile, thereby removing any limitations for total number of questions asked. Presenters can then establish ongoing dialogue with viewers, rather than just one interaction. Having the question stored with the registrant profile, gives additional insight into the registrant knowledge or interest level.

Lastly, a survey tool will enable you to ask for feedback on program content, format, or presenters. This information can be used to evaluate success and provides input for future program planning.

To request an AccelaCast report summary and learn more about how we measure viewer engagement, Contact Us.