iCrossing, a global digital marketing company, today announces the launch of a pilot service that will be developed in collaboration with Channel 4 Education to assess how users engage with their new online game Bow Street Runner.
The service will enable Channel 4 Education to measure and evaluate qualitative and quantitative use of the game. If successful the service will be applied to other projects and programmes from Channel 4 Education.
Web analytics data will be combined with content and media analysis to provide a deeper understanding of what is driving user attention and influence around the broadcaster’s educational output, both on the Channel 4 website and in associated online networks. The quantitative dimension of the Measuring Engagement service has already been successfully piloted for UK insurance firm More Th>n.
The iCrossing service launches under its emerging user experience team, which is headed by the former Production Director of Cogapp, Jason Ryan. He is supported by a team of nine people, which is set for major growth in 2008.
The team builds on the digital marketing roots of iCrossing, focusing on the complete user journey from search and social media entry points. It will work hand-in-hand with the pioneering iCrossing content and media team, which is headed by Antony Mayfield. By bringing together expertise in social media, web analytics, usability, information architecture and web design and development, the new team is able to develop and evaluate brand and user experiences across social networks, and help clients to design, build and distribute their online presence.
Jason Ryan, Head of User Experience at iCrossing in the UK, comments: “We’re delighted that our Measuring Engagement service has grabbed the attention of Channel 4. We are working together to develop a method of measuring and evaluating engagement, both onsite and in relevant networks, through analytics and story-telling. The purpose of the service is initially to provide a method of evaluating new expressions of value beyond attention and conversions, and ultimately to provide actionable metrics that give marketers and educators confidence to innovate and make smarter decisions.”
Jo Roach, Commissioning Editor, Education, Channel 4 adds: “We are really pleased to be working with iCrossing and very interested to find out more about how the audience is engaging with the Bow Street Runner game. In particular it will be great for us to gain further insight into the spaces in which our audience already exist and network. “
iCrossing (icrossing.co.uk), formerly known as Spannerworks in the UK, is a global digital marketing company that combines talent and technology to help world-class brands find and connect with their customers. The company blends best-in-class marketing services – including paid and natural search marketing, user experience, social media, content and media, research and analytics - to create integrated digital marketing programs that engage consumers and drive ROI. iCrossing clients include world-class brands such as The Coca Cola company, HBOS, TUI and Virgin. Headquartered in Scottsdale, Arizona, the company has 620 employees in 15 offices in the U.S. and Europe, including 110 employees in the UK.