How to get more from your earnings call with data analytics

16 November 2017

By Dinka Lutvic

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Now that earnings season is coming to an end, let me ask: how successful was your Q3 earnings call and webcast? Were your investors engaged in what your presenters were saying? How did they perceive your message? Was there anything you could have done better? There’s one way to really gauge success: webcast analytics. 

Most webcast platforms will allow you to export your webcast data into Excel, making it easy for to compare calls for each quarter. By analyzing this data over time, looking for correlations and finding patterns, you can draw solid conclusions and gain real insights about the interests of your audience and the effectiveness of your messaging.

Here are some key metrics that will help you do that:

 

Average Duration (Live or On-Demand).

The easiest way to tell if your audience is engaged is to look at how long they stay connected to your webcast. You’ll be able to tell who stayed on and who dropped off and exactly at what time, regardless of whether they connected to the live webcast or the replay.  

If you notice a common drop-off time, it could be that the nature of the content was causing your audience to lose interest. Or, if the drop-off time is consistent over a period of quarters regardless of content, it could indicate that the prepared remarks are taking too long. Most importantly, this suggests that key messages should be presented early on before listeners start existing the call.

In general, on-demand viewers will tend to stay on longer and are more engaged because they have the power to control their experience and how they interact with your content. For example, viewers will skip sections of the presentation, or replay certain content repeatedly. Having insight into how an investor engages with your content helps you prepare and lead more productive conversations. 

In the dashboard below you can see that average live duration was almost as long as the actual event duration, however for this presentation the on demand viewers took 10 additional minutes viewing the same presentation. If you drill into the report further you can see that the engagement rate for on-demand viewers is significantly higher than the live attendees.

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Questions Asked.

The Q&A portion of the earnings call can provide valuable insight on what concerns analysts and investors the most. Questions submitted through the webcast can be exported each quarter into an Excel spreadsheet, and you can use keywords to categorize them. Once you collect all of this information over a period of several quarters, you can start looking for patterns and correlations in what’s being asked.

The entire list of most commonly used keywords will provide you with topics that may need further explanation in your presentation. Consider this when planning your next earnings call, and incorporate these topics earlier on in the presentation.

Below you can see the total number of questions asked during this webcast. Simply export into Excel and start analyzing.

Geographic Distribution.

Where are your attendees located? Having this data may help you determine whether you’re scheduling your webcasts at the right time. For example, if a large audience from the western United States frequently registers but struggles to attend, you may want to schedule future webcasts to accommodate this region. Also, if you have a lot of interest from regions where your company has little presence, this may indicate opportunities for expansion in those regions.

You can analyze a specific webcast or an aggregate for the year to get a better idea of where your audience is located. You can get as granular as you like in your geographic data by adjusting the registration form questions to include what you need.

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As a final thought, it is important to remember that webcast data is only good if it is accurate. Although behavioral data is dependent on the platform and is out of your control, the good news is that it’s always accurate. However, the demographic data that you capture in the registration form is not guaranteed to be accurate. To avoid human error, consider using standard drop-down options and limit open-ended questions.

There is indeed a tremendous amount of data to be gathered from your webcasts. By consistently analyzing the most important data and understanding how it can help, you can have confidence that you are meeting your investors’ needs and that future webcasts will be successful.

 

Dinka Lutvic is the marketing manager at Q4. Based in Toronto, Canada, Dinka is passionate about how technology is changing the role of IROs. 

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