Augmented Reality (AR) continues to define the trend of the incorporation of multi-sensory end user interaction and experience to immerse a consumer, reader or target audience into an almost real-world experience for almost any form of experience imaginable. Dreemar provides not only one of the most easily adaptable solutions to any market sector but critically has developed possibly the world’s first integrated AR Analytics Engine to measure your AR success rates through real-time user interaction data.
With technical advancements, AR capable smartphones, displays, glass and wearable devices are making appearances, creating a world where AR is more accessible to all and becoming an increasing part of our future social and daily interaction with the world.
With the growing adaptation of AR across a multitude of market sectors, one critical component has eluded marketeers and developers alike – how to bride the gap between a users experience and measurable accurate data and insights into a user’s behaviour. Dreemar launched possibly the world’s first AR Analytical Engine with AR Analytics assisting companies in understanding how impactful and successful their respective AR Campaigns and experiences have been, providing a real-time measurable record of each and every end user interaction. Analytics helps not only in gaining a better understanding of your audience but also in driving future campaigns for improved success rates.
What Can You Measure with Augmented Reality Analytics?
Augmented reality analytics is used by businesses to accurately assess how well their AR Campaigns and experiences have engaged with a target audience and identify areas of improvement, expansion, removal based on accurate user driven feedback. So, what can you measure with augmented reality analytics?
Augmented Reality: The Rate of Engagement
Your engagement rate helps measure the level of interactions between end users and “experiences” of your AR Campaign.
In the case of AR, your engagement rate revolves around the number of users activating the AR experience by scanning QR codes, a URL link, a sing, content of a book or brochure or multiple other choices. This level of engagement helps determine if your audience could identify with your content and level of engagement.
Apart from activating the experience, a brand’s audience may also click within the AR experience to link to an external location such as a social media page or even a website. AR Analytics thus provides a measurable advantage in terms of measuring a brand’s engagement through its “click-through” rate (CTR) percentage.
Augmented Reality: Dwell Time
The total amount of time spent by a user on an AR-enabled experience is called the dwell time. The time is calculated from the moment the link is clicked or a code is scanned by a user until the user returns to the content link’s source or exits the webpage hosting the content completely.
The more time spent interacting with the content, the more compelling the content must be to the end user. The dwell time can, therefore, help marketers identify which message and experience has been the most impactful and cost-effective.
Per User Page Views
Page Views can either be unique page views or page views per user. Unique page views refer to an end-user visiting a particular webpage or experience for the very first time whereas “per user page views” is the number of times a single user has visited the same webpage or experience. The page view constantly monitors parameters such as the number of visitors (users), impressions, and hits. This metric allows brands to determine how often consumers visit their pages to experience their content.
Often, end-users choose to revisit brand pages over and over in order to review the same content and check for any updated information. Analytics helps brands put a number to this engagement and repeat behaviour to identify which promotion has drawn the highest engagement and also identify where further content or experience may be required or repeated in a further campaign.
With the possibility of AR Analytics tracking the outcome of marketing campaigns, brands have a much better understanding of how consumers interact with their content and where improvements should be made. With immediate real-time feedback, the possibility of altering the next campaign that is more successful than the current campaign becomes a reality.