New KPI! TSB = Time Spent With Brand 📱

What does the KPI TSB mean, and why should I care?

Time spent on site is a KPI that you probably are familiar with. It's when you measure the time a website visitor spends on your website. According to google analytics, a good time spent on site number is between 2 and 4 minutes. When we are talking about Live Shopping, this number would be horrific.

For example: If you had a Live Shopping event for 45 minutes and the average TSB was 2 minutes, you would be pretty unhappy. We launched this new KPI because you can't compare time spent on-site to the concept of live shopping. A lot happens in a Live shopping event regarding chatting, engagement, interactions, clicks & purchases, etc. 

Therefore it's different from scrolling down an e-commerce site to joining a Live Shopping event. We thought it was a good idea to call the KPI time spent with brand since you, as a viewer, spend your time on the brand's website and often with people who work at the company or their ambassadors/influencers.

We all know B2C marketers & social media managers today are measured in reach, views, likes, comments, etc. We want to create an easily measured KPI that can be followed up over time. Since watching Live & On-Demand often differ, we are breaking that number into two so all our clients can make the most precise distinctions regarding the data.

For example Live

Let's say that Brand X had 1000 live viewers who, on average, spent 30 minutes interacting with your brand. The time spent with brand is 1000x30 = 30 000 minutes.

For example: On demand

Let's say that the same Live Shopping event after four months has 4700 viewers who, on average, spent 24 minutes watching. Then the TSB is 4700x24 = 112 800 minutes.

It's essential to make the difference between Live & on-demand because the possibility to interact is so much higher in the live shopping event than on-demand. The everyday KPI total minutes watch needs to be improved because of the engagement & interaction possibilities.

That's why we landed on the name: Time Spent With Brand. 

We will immediately implement this KPI in our customer's performance reports and thank them for their input. This KPI will help to provide insights and value to their Live Shopping endeavor.