🎯 Using AI to Improve Outreach: R2W Launches User Engagement Research Initiative

August 31, 2025 — Project Return to Work Inc. (R2W) is proud to announce a new research initiative led by Raghav Singh, a Business Intelligence Developer at R2W and a graduate student in Artificial Intelligence and Machine Learning at Colorado State University. This project aims to uncover patterns in user engagement on the R2W website to enhance outreach and messaging strategies. 

The research explores a central question:
“What patterns in user engagement on the Project Return to Work website could help inform and improve outreach or messaging efforts?” 

To answer this, Raghav is combining cutting-edge analytics tools with thoughtful survey design. A Qualtrics survey will be deployed to gather qualitative insights from visitors—asking how they arrived at the site, what content resonated with them, and what emotions they experienced during their visit. These responses will help contextualize the quantitative data collected through Google Analytics, including metrics like: 

• Click-through rates 

• Page views and time on page 

• Bounce rates and exit pages 

• Traffic sources and user flow analysis 

“This is about finding the intersection between numbers and narratives,” Raghav explains. “If someone says they felt inspired by a veteran success story, and we see high scroll depth and time-on-page for that story, that’s a strong signal. But if users bounce quickly from the homepage, that tells us something needs to change.” 

The survey will be accessible via the R2W landing page and promoted across social media platforms. On-site feedback forms and pop-up surveys may also be used to increase participation—balanced carefully to avoid overwhelming users. 

Beyond improving the website, this initiative has strategic implications. By identifying which traffic sources bring in the most engaged users—not just the most users—R2W can prioritize outreach efforts more effectively. For example, LinkedIn may attract fewer visitors, but those visitors might be more likely to donate or engage deeply with content. 

Raghav’s work reflects a broader commitment to data-driven decision-making at R2W. “Setting up a GA4 property and web stream is a profound contribution,” he notes. “But it often requires advocacy and persistence. The insights we gain will help us better serve our mission and connect with the people who need us most.”

By Raghav Singh, Business Intelligence Developer