Engagement is common to all aspects of an individual's experience with the internet and e-commerce. The engagement of a customer with an e-tailer and the engagement of a Web surfer with a game typify the interaction of someone who seeks online activity. Using the elements of flow theory, we can quantify and track the effectiveness of a Web destination.

In the internet atmosphere there is a vastness which can appear unmanageable. A business that offers any online endeavor must be aware of the need for reliability, speed, content, and a unique presence. There is not yet a consensus on how to define, measure, or monitor this atmosphere and its components. In what follows we present a beginning for methodically understanding and managing a critical constitute of the online experience. First investigated by Mihaly Csikszentmihalyi in 1977, Flow has become an accepted theory of personal engagement with situations.

Engagement is common to all aspects of an individual's experience with the internet and e-commerce. The engagement of a customer with an e-tailer and the engagement of a Web surfer with a game typify the interaction of someone who seeks online activity. Using the elements of flow theory, we can quantify and track the effectiveness of a Web destination.

Recently the eLab at Vanderbilt University has made available a conceptualization of the flow model applicable to internet encounters. Their excellent work with structural equation models confirms a connection between a positive experience on the web with specific and measurable attributes collected in a survey.

This same data models well with neural networks. It is possible to identify the relative importance of flow drivers. Simulations using survey data and a neural network flow model depict the elasticity (thus the opportunity) between aspects of a web session and flow.

 

 

Modeling Flow for
e-Commerce

 

 

 

Tedesco Analytics, Inc

 

Facilitate Flow Engage the Customer


  • Flow is an enjoyable state of mind that is present during an optimal experience

  • It is possible to measure the presence and degree of Flow for customers of internet commerce and activity

  • Web sites with higher the levels of Flow, generate more activity and revenue; Flow is critical to Web Shopping and Web Applications

 

Tedesco Analytics, Inc.

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The Currency of Flow

  • Measurement and tracking of flow provides a currency with which to understand how your customer experiences your Website.

  • For marketers, there is a paradox with customer interaction on the Web. While the Web offers the greatest access to communicate across the widest range of customer segments and geography, this communication is still accomplished with one single individual at a time.

  • Flow models offer a structure to gain insight across the entire communication spectrum.

 

Tedesco Analytics, Inc.

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The Flow Concept

  • Flow is a concept dating from 1977. Flow is the work of Mihaly Csikszentmihalyi. His research into creativity and factors which determine positive life experiences are well documented and accepted. Over the years flow has been applied to museum visits, architecture, and sports. This new application of flow to the internet is a natural extension.
  • Work at the Vanderbilt eLab has focused on development and validation of a conceptual model of Flow on the Web. Data gathered for that model is used here to demonstrate the method Tedesco Analytics uses to maximize customer engagement in Internet activities.
  • With a focus on flow, an internet business has a measure of customer interaction that can be tracked and improved. This key ingredient in Web site positioning is analogous to building brand value.

Tedesco Analytics, Inc.
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Procedure

 

  • A 5 to 15 minute questionnaire is offered online to customers on the Web site

  • The completed questionnaires are used to calibrate the Flow model

  • Results from the model identify the site specific drivers of Flow

  • Changes to the site as indicated by the model drivers are implemented

The process is repeated; revenue increase

 

 

Tedesco Analytics, Inc.
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The Flow Model

  • The Flow model is structured according to the work of Novak, Hoffman, and Yung. In this commercial implementation however, the original statistical techniques are replaced by a hybrid primarily consisting of neural networks and genetic algorithms

  • Data is collected on 30 to 60 variables (the actual number is custom determined for each individual Web site)

  • Groups of measures used to track a customer's level of Flow can include:

  Involvement
Skill
Time distortion
Focused attention

Exploratory behavior
Telepresence
Interactivity

 Control
Playfulness
Positive affect 		 


Tedesco Analytics, Inc.

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Specific constituents of flow emerge
from computer simulation:

I know how to find what I am looking for

 
 
Curiosity
 
These primary effects of flow are used to modify the Web site
It's important
  
It matters
  
It means a lot
  

 

Tedesco Analytics, Inc.

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Each aspect of flow can be modeled. A curve depicts how changes in one aspect can drive the customer flow experience.

Tedesco Analytics, Inc.

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Action

 

  • The time is right to begin tracking Flow.

  • Begin with a benchmark survey and model

  • Direct Web content to maximize Flow

  • Engage the customer

 

 

 

Tedesco Analytics, Inc.

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