QR Codes and Google Analytics: A Novel Approach In The Process Evaluation Of A Multifocal Campaign To Reduce Normalized High Risk Behaviors

Background This presentation describes a novel approach linking Quick Response (QR) code metrics with Google Analytics to evaluate Think Again, a multifocal media campaign to reduce high-risk behaviors (i.e. alcohol use, binge drinking) at a mid-sized public university. QR codes are matrix barcodes that store various types of digital data (i.e. URL links, messages). QR codes link a person visiting one form of media (e.g., a poster or a website) to more information about a particular topic on a related website. QR codes integrate real-time marketing and mobile technologies. Incorporation of QR codes in public health allows a unique method of disseminating e-health to targeted populations. QR codes can aid in understanding how people behave in response to different products (i.e. interventions). Google Analytics is a free web service that collects data on the number of visitors and duration of time that visitors spend on a given website, providing website owners with a powerful tool to engage in effective Internet marketing. In a recent study, Google Analytics was used in a process evaluation of Internet-delivered interventions and interaction research. In this presentation, we describe Think Again, a pilot media campaign that addresses misperceptions about normalized high-risk behavior (such as alcohol use) through positive social normative advertisements, posters displays, newspapers and other media on a University campus. The mobile method of internet-delivery of the social normative messages is used to distribute quick bits of information to busy students. The goal of the campaign is to generate a social media “buzz” in the University population questioning current perceptions on social norms of alcohol use. Methods In designing the Think Again media campaign, an annual population-level needs assessment of the University student body was used to guide our overall strategy, content, and modality. The assessment uses validated instruments that assess secretive problems and risk experienced by students, such as substance abuse, illicit drug use, sexual violence, harassment, depression, and suicidality. During the development of the Think Again media content, eye-catching pilot media was designed with vectorized QR codes to attract students to further explore information about the normative messages and outreach resources on the Think Again webpage. Respective QR codes on diverse media were linked to Google Analytics, allowing for tracking of the paths through which visitors reached the Think Again webpage. Furthermore, the Think Again webpage incorporated Google Analytics to assess the behavior and impression of students and visitors once the campaign was initiated. Results Google Analytics results include several sets of usage dimensions to assess both the campaign modality interactions via the QR code and website traffic dynamics. Usage tracking analytics has shown, that during our first full 30-day campaign of the Think Again Campaign webpage there were 2,421 web-page visits and 21,900 total page views. The pages viewed per visit averaged were 9.07 pages with an average visit duration of 1 minute and 28 seconds. Of all the visits to the campaign webpage, 69.10% were new visitors and 30.90% were returning visitors (giving insights into the loyalty generated by the campaign). Of all website visits, 688 were mobile phone visits via the QR codes and 1,075 visits via Facebook social media content. Engagement data highlights reveals 10,370 pageviews coincided with a visit durations of 61-180 seconds. Several peaks shown a web usage over time plot coincide with the campaign launch, social media linkage, modality updates and university graduation. The analytics of Facebook social media content show 76% capture of the targeted high-risk behavior group age range (18-24 years old). Most importantly, tracking of the social norms messaging shows individuals on average spent 7 seconds on each message viewed. Analytics dimensions can be further understood by narrowing traffic sources and following a visitor flow through the website. Conclusion Initial results from the first campaign rollout clarified the efficacy of QR codes and Google Analytics as a mechanism to understand mobile and internet-delivered interventions. The combination of QR Codes and Google Analytics allowed us to create quicker decisions on highlight campaign areas needing attention. User interaction and traffic monitoring allowed us to determine at which points on the university campus were messages disseminated the best and when content needed updating. With regards to social norms messaging, amount of time spent on each message varied from page to page. Without further concurrent qualitative interviewing we cannot understand the time spent on each message. Creating a noticeable impact, the Think Again campaign garnered the attention of many groups of students on campus successfully based on interviewing and student stories published on the campaign. The initial rollout of the campaign gave way to proving the effectiveness in monitoring the processes of a multifocal public health campaign. Currently, a more comprehensive and scaled up version of the campaign is being queued to launch in the upcoming weeks. []