On “your projects” page by clicking “View Dashboard” button you will be redirected to the “Emotional Ranking” page.
The Emotional ranking page
In this section, you can see the ranking of your videos based on relevance and emotional impact generated on your audience. Creating emotional connections with the brand is key to creating empathy and increasing brand perception. In addition, having a high emotional impact helps increase engagement and memorability.
The Metrics page
Looking at the metrics page you can get information very quickly. It is a page built to help read the data by exposing them simply and clearly. Each metric has its norm calculated on all the analyses done, and it is a dynamic value.
- Global index. It is a synthesis index that expresses in percentage terms (0-100%) the relevance and effectiveness of the content. It is calculated on three sub-metrics: attention, attention threshold and engagement. The valence supports the global index metric showing if the dominant emotions were positive or negative.
- Attention. It represents behaviour, not an emotional state. It measures the average level of attention, expressed as a percentage value, of the audience calculated throughout the content.
- Attention span. Allows the calculation of how many seconds the audience was attentive until the first moment of distraction occurred.
- Engagement. It represents the average value of the activation and emotional intensity felt by the audience while viewing the content.
- Predictive click. It determines whether the content will generate clicks once posted on social networks. It is a predictive KPI calculated on the content’s performance with organic traffic.
- Media optimization. It represents on which target segmentation the best emotional response has been generated. With a precise segmentation on age clusters: 18-24, 25-40, 41-55 and 56-75.
The page Chart
On the page Chart, you can see all the data that emerged in detail. The most significant parts are the chart representing the six basic emotions and the trend of the attentional states second by second. The result displayed is the aggregate data of all participants in the analysis obtained through muscle activations measurement (micro-expressions) that occur on the face.
From the menu, it is possible to filter second by second further data such as:
- Emotions. Display all the emotion curves, or filter a single display needed to understand the results.
- Attention. Find out the trend of attention throughout the stimulus and the length of attention span.
- Engagement. View the overall emotional activation second by second.
- Valence. Display positive (happiness, surprise) or negative (anger, fear, sadness and disgust) emotions.
It is then possible to view the demographic data divided by gender and age for every single emotion.
The Survey section is only available for those who have purchased the “Full Media” package. Here you can look at the correlation between cognitive response and emotion to determine which emotions drove user behaviour.
Attention and Attention span
The graph representing attention shows two types of information. First, the attention trend displayed second by second. Then, the attention span by highlighting the first point of the attentional drop of the audience with an immediate correlation to the precise moment in the video.
On the page survey, it is possible to observe, at a glance, the correlation between the levels of attention, engagement and valence concerning each cognitive response item. If an answer has a percentage value less than 6, it will be displayed in grey and highlighted by an alert. In this case, the data does not have statistical significance. In the selection menu, you will find two variables, attention and engagement (which represents the weighted sum of all emotions, both positive and negative).