You could turn that around and say: we think read time is an undervalued indicator so we are putting it on the dashboard so that CMs can report on it, thus making it more valued.
(The assumption is, of course, that CMs can have a say in what they report on.)
I don’t actually believe that read time is an undervalued metric in this context. Reporting should generally be tied directly to a goal or objective – generally one tied to a financial ROI.
I’m interested to hear from CMs who do think it is important to report on, and the reasons for that. I’m open to being convinced, but so far I’m not.
While not CM-specific, I feel like the “Session Duration” metric that Google Analytics puts pretty front-and-center is a reasonable proxy for this, and offers some evidence for the general utility of knowing how valuable people are finding the content on a site by way of the time they spend consuming it:
I’m hoping to use “read-time” as a metric for how helpful the Forums are to lurkers, specifically.
I want this, in addition to metrics on activity among contributors, because I’d like a way to report on the value we’re creating for our largest visitor-base: the non-contributors.
Am I missing another way of reporting on this subset of users?
The issue with this approach is that you’re also counting read time from contributors – if you want read time that is specific to non-contributors you’ll need to make that distinction. A data explorer query is going to be your best bet there.