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. This ticket specifically focuses on the impact of Event Invitations on event registration. To do this, the Campaigns team will provide the following data:

• Usernames of who was included in the Event Invitation list for an event and their scores
• Usernames of who the organizer chose to invite to the event
• Link to information/direct information on who/who did not actually registered for the event

With this information, we would like to collect data on:

• The total number of people who were invited
  • Per event
  • All events
• The percentage of those who were invited and registered per event
  • Per event
  • All events

Note that, by "event registration," I do not specifically mean the Event Registration tool created by the Campaigns product team. Rather, I am referring to the general event registration number of the event, regardless of which event registration tool is used.

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 (which is being analyzed in this ticket) and make campaign contributions (which is being analyzed in another ticket). For this reason, we want to know if we're seeing any notable impact on the registration (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. 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.