Demonstrating ROI from Gamification

Martin Holliday
Most organisations set out to capture data, but many subsequently find themselves struggling to do something meaningful with it. Creating value from data is of course the tricky bit, and, since introducing gamification principles, Faithful+Gould’s digital marketing team has been able to demonstrate a return on its investment.

Introducing Gamification Principles

For those unfamiliar with the term, Wikipedia currently describes ‘gamification’ as the application of game-design elements and game principles in non-game contexts. In late 2015, Faithful+Gould’s performance dashboard introduced gamification as a means of encouraging employees to provide thought-leading content for its website (fgould.com).

How it Works

The performance dashboard integrates with Google Analytics, creating instant access to volumetric data. Employees can now ‘score’ the performance of their content against others in the company. In turn this is creating the realisation that, by leveraging its collective expertise, Faithful+Gould can earn valuable exposure it would otherwise readily pay for.

Gamification: How it Works

Prompting Behavioural Change

Introducing gamification principles has helped maintain employee interest and is instilling a mildly competitive vibe. This is improving the quantity and quality of content. It also means that Faithful+Gould’s leadership now have something to benchmark. Scores are increasingly linked to business objectives as well as individual performance development reviews.


Gamification: Prompting Behavioural Change

Return on Investment

Gamification is earning more valuable exposure. Content output improved by 37% in 2016 after falling 4% in 2015. The number of requests for service or quotation received via fgould.com (referred to as ‘hot’ leads) has increased significantly too. Faithful+Gould's hot leads were up 108% in 2016, having plateaued in 2015 and 2014.

Insights into Action

Faithful+Gould next plans to merge this volumetric data with identifiable data from other sources, transforming the performance dashboard from an engagement tool into a source of actionable data that will likely feed into its key account management activities – creating more value from data.

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