“The important thing about measuring
satisfaction with ForeSee is the future
behaviors. We’re able to prove that our
website actually leads people to tune
in on television or become members of
their local stations.”
CASE STUDY
- Amy Sample, Director,
Web Analytics, PBS.org
CHALLENGE
After defining a key segment of engaged
users, PBS changed their digital strategy
to include more streaming video content
and bump video content to the top of
all search results.
ACTION
PBS used powerful ForeSee cxMeasure
for Web to evaluate the success of the
new digital strategy among its most
valuable visitor segment.
PBS used continuous ForeSee
measurement to help pinpoint other
areas of improvement during the new
digital strategy implementation.
PBS USES FORESEE cxMEASURE FOR WEB TO EVALUATE
DIGITAL STRATEGY AND DOUBLE THE NUMBER OF
ENGAGED USERS
PBS is a private nonprofit organization founded in 1969 with a mission to serve content that
educates, informs and inspires, including some of the most iconic programs on television.
PBS.org, the online companion to the broadcast network, is made up of more than 500
micro program sites, all tied together with a common navigation. PBS.org is not only
the destination for viewing programs and finding program information and educational
material for students, parents and teachers, but it is also a main source for content and
program schedules for its more than 350 member stations.
With such a wide range of content, PBS is extremely focused on providing the best experiences
for its viewers across a variety of channels and touch points. PBS used ForeSee cxMeasure
for Web to gain customer-driven insights to evaluate and adjust its digital strategy.
CHALLENGE
In response to interest from the executive team and an industry-wide debate about the
OUTCOME
> doubled the number
of engaged users
> 66% increase in video views
> 50% increase in sponsorship
revenue potential
> 13% increase in average
monthly visitors
value of an engagement metric on content sites, the PBS interactive team identified a
very specific group of deeply engaged users. Web traffic patterns revealed that these
highly engaged users watched a lot more video, and the team began to adjust its digital
strategy to focus on increasing video content and elevating video to the top of the search
engine results. The theory was that if highly engaged users watch video, then adding more
video would increase the number of highly engaged users.
But over time, there were some questions about what the metric actually meant and
> 7% increase in unique visitors
to the site overall
whether the new digital strategy was working. After all, video content is costly and can
> satisfied users more likely to
donate to their local station, return
to the site and recommend it
metric to the next level in order to understand this valuable user group’s likely future
FORESEE
run the risk of cannibalizing on-air viewership. The team needed to take their engagement
behaviors and whether their strategy was providing a good return on investment.
C U S T O M E R E X P E R I E N C E A N A LY T I C S
foresee.com
ACTION
Amy Sample, director, Web Analytics at PBS.org, came up with a solution that paired the
organization’s ForeSee customer satisfaction data with its own engagement criteria to test
the effectiveness of the new digital strategy.
ForeSee was able to quantify the value of a highly satisfied user by predicting how
satisfaction impacts their likely future behaviors. ForeSee identified which elements of an
online experience are driving satisfaction. ForeSee cxMeasure for Web proved to be the
valuable missing link the interactive team needed to better understand their engaged users
and their refined digital strategy.
FORESEE
cxMEASURE FOR
WEB IDENTIFIES
AND PRIORITIZES
WEBSITE
IMPROVEMENTS
THAT CAN
GENERATE
THE GREATEST
RETURN ON
INVESTMENT.
OUTCOME
ForeSee cxMeasure for Web showed that not only was video content increasing the satisfaction
and engagement of their most valuable visitor segment, but that increased video content made
users more likely to recommend and return to the website and more likely to
donate to their local stations, validating part of the new digital strategy. And, through
continuous measurement of customer satisfaction, PBS also discovered that while video was
highly valued content, moving video to the top of the search results was actually driving
satisfaction down. As a result, PBS.org now offers a generous mix of video and non-video
content in its search results and has maximized both engagement and satisfaction of its users.
Within 18 months of using ForeSee analytics to understand drivers of satisfaction and
engagement, PBS.org enjoyed:
> Double the number of engaged users.
“Using Foresee
technology, we see that
the more satisfied and
engaged users are, the
more likely they are to
donate to their local
station, more likely
to return to the site
and more likely to
recommend the site
to others.”
- Amy Sample, Director,
Web Analytics, PBS.org
> A 7% increase in average monthly unique visitors to the site overall.
> A 13% increase in the average monthly visits. Not only are they getting people
to the site, they are getting more people to come back to the site, and more often.
> A 66% increase in monthly video views.
> A 50% increase in sponsorship revenue potential.
ABOUT FORESEE
As a pioneer in customer experience analytics, ForeSee continuously measures satisfaction across customer touch points and delivers critical
insights on where to prioritize improvements for maximum impact. Because ForeSee’s superior technology and proven methodology connect
the customer experience to the bottom line, executives and managers are able to drive future success by confidently optimizing the efforts
that will achieve business and brand objectives. The result is better business for companies and a better experience for consumers. Visit us
at www.foresee.com for customer experience solutions.
FORESEE
C U S T O M E R E X P E R I E N C E A N A LY T I C S
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foresee.com