What team/program is this request for?

Campaigns, product

What are you requesting?
I would like to analyze the potential impact of Event Invitations as a way for organizers to reach new audiences to invite to their events, with the hope that some of the invited editors register for their events and make campaign contributions. I would also like to collect insights to see if there are identified patterns in who is or is not registering for the events & making edits among the invited pool of editors, so we can potentially improve our model for generating the Invitation List.

---> T357827 counts and rates on event invitations
---> T358526 proposal for editor analysis for event recommendation (Decision 2: Do we want to update or improve the current the model for generating the Event Invitations list -- and, if yes, what improvements do we want to make?)
[] Proposal for approaching the first question: Do we want to invest further team resources (product, design, and technical work) in the Event Invitations feature?

What is the problem you're trying to solve?

Summary: Right now, it is very hard for organizers to promote their events to new audiences who may be interested in the topic. This means that some events may have less impact than the organizers would hope for, since they are reaching out to the same audiences again and again. We want to make it easier for organizers to reach new audiences who may be interested in their events, so more people can join their events and make campaign contributions.

More background: Some organizers can use the CentralNotice banner to do a very wide promotional campaign for their event, which does not target by topical interests of editors, or they can reach out to their existing networks for promotion. However, if they have an event that focuses on topics X and Y, and they want to find editors who are really engaged in editing on those topics on certain wikis, they have no easy way of doing this. Meanwhile, our research on Event Discovery found that experienced editors are most likely to join an event due to the topic of the event.

As part of our Event Discovery work for WE 1.3, we are experimenting with a prospective feature called Event Invitations, which allows organizers to identify editors who may be interested in their event due to their edit history. We do this by requesting worklists from organizers (which need to include existing Wikipedia articles). We then generate an Invitation List that has a scoring system (see T353459), which finds all editors who contributed to the article in the past three years and assigns a score to the editors based on their level of contributions to the article and their recent editing history. Once we have the Invitation List, we give it to the organizers, who can choose to invite the editors on the list via wikimail or talk page messages.

Note that we originally planned to only give the organizers a list of editors who have high scores. However, we plan to now indicate which editors have higher scores, but we will also give the full list of all the editors, including those with lower scores, in case the organizer wants to invite a wider group of people, since some of the editors with lower scores may still have interest in the topic or the event.

We want to analyze the impact of Event Invitations by looking at the results from a certain minimum number of events (perhaps 10 events, which we should discuss as a team). This way, we can minimize risk if, for example, one or two events experience issues (such as being on less popular topics, being at a time that is inconvenient for many people, etc).

What decision will you make or action will you take with the deliverable?

• Decision: Do we want to invest further team resources (product, design, and technical work) in the Event Invitations feature?
  • Details: Right now, we don't know how effective Event Invitations are as a tool to encourage more editors to join an event and make campaign contributions. For this reason, we want to know if we're seeing any notable impact on the registration and contribution numbers (and to what degree?). With this data, we can make a more informed decision about how impactful such a feature may be for event organizers and if we want to invest more development into the feature or to pivot to a different potential feature. It is important to note that we have not built a front-end for Event Invitations and we have invested limited team resources into the project so far.
• Decision: Do we want to update or improve the current the model for generating the Event Invitations list -- and, if yes, what improvements do we want to make?
  • Details: We do not yet know who is or is not showing up to the events from the Invitation List, and we don't know what level of campaign contributions these invited participants are making. Once we have a better sense of its overall effectiveness and audiences it is or is not reaching, we may want to improve the logic behind the current model so that it can be more precise in who it identifies as a good candidate to invite to a given event.

Additional details
Brainstorm doc: https://docs.google.com/document/d/1YHemRVAhR-weJiuuWqSnqqGpkMWMfIylYWgiMWqGc8s/edit
Questions discussed with Irene on 2/12/24:

• Who is/not registering from the invitation list? ---> to be resolved in T357827
• What overall results are we seeing from Event Invitations – in other words, to what degree is Event Invitations bringing in new people to events so that they can make campaign contributions? New events is defined here as an organizer's contact-list-roster. ---> Overall deprioritized due to limited data; however T357827 may shed some light on this.
• Who is/is not making campaign contributions from the invitation list? ---> Deprioritized for this task given the number of campaigns and the size of their registration lists. Further, at least one event will be using the Program and Events Dashboard. Any further analysis can be carried out separately by ambassadors or requested in a new ticket as needed.
• What is the quality of the campaign contributions made by those from the invitation list? ---> Deprioritized for this task
  • Not sure if this is useful, but something to discuss: To what degree do they create or improve articles that reach the acceptable quality score? ---> Deprioritized for this task