Engagement Analysis Dashboard

Key Findings

The engagement data reveals a paradox of successful initial outreach with poor retention: while AI achieves 100% student response rates through proactive messaging, an 85% ghosting rate indicates students disengage after initial contact. The communication pattern shows significant style misalignment, with AI sending nearly 6 messages per human response and using emojis 4.8 times more frequently than students, suggesting over-eager engagement that may contribute to the high abandonment rate. Counterintuitively, the asynchronous nature of SMS works well for initial contact (28-day average response time) but fails to sustain ongoing dialogue, and the heavy concentration of activity outside business hours (81.6%) demonstrates that traditional customer service models don't align with student communication preferences.

Total Students

18,916

Total Threads

18,916

Two-Way Convos

18,908

Avg Response Time

965.7 min

Ghosting Rate

85.0%

Thread Level Analysis

Message Activity by Day of Week - Data

day_of_week	AI_MSGs	HU_MSGs
Sunday	7234	2748
Monday	81078	9913
Tuesday	119485	16970
Wednesday	87338	16382
Thursday	111354	23124
Friday	87922	13250
Saturday	8406	2870

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Message activity peaks on Tuesday and Thursday for AI responses, while human messages show highest volume on Thursday, with both message types dropping significantly on weekends, indicating a standard business week communication pattern.

Messages: Business Hours vs Off Hours - Data

time_category	message_count
Business Hours (M-F 08:30–16:30)	15709
Off Hours	69548

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The majority of messages (81.6%) occur outside standard business hours (Monday-Friday 08:30-16:30), with 69,548 off-hours messages compared to 15,709 during business hours, indicating students primarily engage with the system evenings, weekends, and early mornings.

Message Level Analysis

Human message activity follows a clear daily pattern with minimal activity during early morning hours (6-10 AM), then steadily increasing throughout the day to peak at 6 PM (16,931 messages), before gradually declining through the evening, directly explaining why 81.6% of all messages occur outside business hours.

Unique Students by Time Period - Data

time_period	unique_human_threads	percentage_of_total
Afternoon (12:00-18:00)	35121	41.19
Evening (18:00-24:00)	43252	50.73
Morning (06:00-12:00)	981	1.15
Night (00:00-06:00)	5903	6.92

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Student engagement is heavily concentrated in afternoon (41.19%) and evening (50.73%) periods, with minimal activity during morning hours (1.15%), demonstrating that over 90% of unique student conversations occur outside traditional business hours.

Emoji Usage Analysis

Emoji Usage by Year - Data

year	speaker	total_messages	emoji_messages	emoji_percent
2020	AI	113003	3184	2.8
2020	Human	14803	142	1.0
2021	AI	92718	2807	3.0
2021	Human	18672	101	0.5
2022	AI	72964	3137	4.3
2022	Human	12325	66	0.5
2023	AI	64504	81	0.1
2023	Human	16428	94	0.6
2024	AI	151788	5373	3.5
2024	Human	20347	73	0.4
2025	AI	7840	5	0.1
2025	Human	2682	4	0.1

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Tracks emoji adoption trends year-over-year for both and AI and Human, which includes single emoji and mix-emoji (blend of text and emoji) messages. The data reveals temporal patterns in how both AI and human participants adapt their communication styles over years 2020 - 2025. Note: The 2025 is being displayed because it includes threads that concluded in 2025.

Emoji Usage by Month - Data

month	speaker	total_messages	emoji_messages	emoji_percent	month_name
1	AI	9697	19	0.2	Jan
1	Human	2312	20	0.9	Jan
2	AI	33952	32	0.1	Feb
2	Human	8115	39	0.5	Feb
3	AI	40825	861	2.1	Mar
3	Human	9117	34	0.4	Mar
4	AI	75416	5047	6.7	Apr
4	Human	10557	40	0.4	Apr
5	AI	71796	5173	7.2	May
5	Human	9003	59	0.7	May
6	AI	79174	1475	1.9	Jun
6	Human	7943	62	0.8	Jun
7	AI	55356	1776	3.2	Jul
7	Human	9308	63	0.7	Jul
8	AI	49505	26	0.1	Aug
8	Human	4148	25	0.6	Aug
9	AI	15260	24	0.2	Sep
9	Human	2070	9	0.4	Sep
10	AI	11999	10	0.1	Oct
10	Human	3853	11	0.3	Oct
11	AI	29325	75	0.3	Nov
11	Human	10959	41	0.4	Nov
12	AI	30512	69	0.2	Dec
12	Human	7872	77	1.0	Dec

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Seasonal patterns in emoji usage can reveal student mood and engagement cycles throughout the academic year. Shows the engagment patterns of the AI and that student and that use of emojis in their conversations to communicate.

Emoji Usage by Month and Year - Data

year	month	speaker	total_messages	emoji_messages	emoji_percent	month_name	month_year
2020	2	AI	2683	5	0.2	Feb	Feb 2020
2020	2	Human	693	11	1.6	Feb	Feb 2020
2020	3	AI	9462	17	0.2	Mar	Mar 2020
2020	3	Human	2328	12	0.5	Mar	Mar 2020
2020	4	AI	14819	29	0.2	Apr	Apr 2020
2020	4	Human	3295	9	0.3	Apr	Apr 2020
2020	5	AI	16924	1666	9.8	May	May 2020
2020	5	Human	2518	24	1.0	May	May 2020
2020	6	AI	16681	1420	8.5	Jun	Jun 2020
2020	6	Human	1923	38	2.0	Jun	Jun 2020
2020	7	AI	23453	17	0.1	Jul	Jul 2020
2020	7	Human	2256	28	1.2	Jul	Jul 2020
2020	8	AI	19875	1	0.0	Aug	Aug 2020
2020	8	Human	647	5	0.8	Aug	Aug 2020
2020	9	AI	1742	2	0.1	Sep	Sep 2020
2020	9	Human	80	3	3.8	Sep	Sep 2020
2020	10	AI	3833	2	0.1	Oct	Oct 2020
2020	10	Human	421	4	1.0	Oct	Oct 2020
2020	11	AI	1825	11	0.6	Nov	Nov 2020
2020	11	Human	359	4	1.1	Nov	Nov 2020
2020	12	AI	1706	14	0.8	Dec	Dec 2020
2020	12	Human	283	4	1.4	Dec	Dec 2020
2021	1	AI	994	14	1.4	Jan	Jan 2021
2021	1	Human	454	7	1.5	Jan	Jan 2021
2021	2	AI	10377	11	0.1	Feb	Feb 2021
2021	2	Human	2804	15	0.5	Feb	Feb 2021
2021	3	AI	16533	53	0.3	Mar	Mar 2021
2021	3	Human	3123	14	0.4	Mar	Mar 2021
2021	4	AI	17560	1590	9.1	Apr	Apr 2021
2021	4	Human	2469	11	0.4	Apr	Apr 2021
2021	5	AI	9938	25	0.3	May	May 2021
2021	5	Human	2038	5	0.2	May	May 2021
2021	6	AI	8123	25	0.3	Jun	Jun 2021
2021	6	Human	1553	6	0.4	Jun	Jun 2021
2021	7	AI	12507	1046	8.4	Jul	Jul 2021
2021	7	Human	2443	17	0.7	Jul	Jul 2021
2021	8	AI	11235	21	0.2	Aug	Aug 2021
2021	8	Human	1728	12	0.7	Aug	Aug 2021
2021	9	AI	3379	13	0.4	Sep	Sep 2021
2021	9	Human	886	4	0.5	Sep	Sep 2021
2021	10	AI	351	0	0.0	Oct	Oct 2021
2021	10	Human	341	0	0.0	Oct	Oct 2021
2021	11	AI	797	0	0.0	Nov	Nov 2021
2021	11	Human	530	0	0.0	Nov	Nov 2021
2021	12	AI	924	9	1.0	Dec	Dec 2021
2021	12	Human	303	10	3.3	Dec	Dec 2021
2022	1	AI	231	0	0.0	Jan	Jan 2022
2022	1	Human	34	1	2.9	Jan	Jan 2022
2022	2	AI	7	0	0.0	Feb	Feb 2022
2022	2	Human	11	0	0.0	Feb	Feb 2022
2022	3	AI	5377	784	14.6	Mar	Mar 2022
2022	3	Human	1187	3	0.3	Mar	Mar 2022
2022	4	AI	7855	860	10.9	Apr	Apr 2022
2022	4	Human	968	5	0.5	Apr	Apr 2022
2022	5	AI	9635	765	7.9	May	May 2022
2022	5	Human	409	16	3.9	May	May 2022
2022	6	AI	14851	7	0.0	Jun	Jun 2022
2022	6	Human	1743	11	0.6	Jun	Jun 2022
2022	7	AI	12757	693	5.4	Jul	Jul 2022
2022	7	Human	2934	11	0.4	Jul	Jul 2022
2022	8	AI	8601	2	0.0	Aug	Aug 2022
2022	8	Human	428	3	0.7	Aug	Aug 2022
2022	9	AI	3022	1	0.0	Sep	Sep 2022
2022	9	Human	104	1	1.0	Sep	Sep 2022
2022	10	AI	2224	3	0.1	Oct	Oct 2022
2022	10	Human	975	3	0.3	Oct	Oct 2022
2022	11	AI	4088	11	0.3	Nov	Nov 2022
2022	11	Human	1988	9	0.5	Nov	Nov 2022
2022	12	AI	4316	11	0.3	Dec	Dec 2022
2022	12	Human	1544	3	0.2	Dec	Dec 2022
2023	1	AI	1141	0	0.0	Jan	Jan 2023
2023	1	Human	524	1	0.2	Jan	Jan 2023
2023	2	AI	1484	1	0.1	Feb	Feb 2023
2023	2	Human	365	1	0.3	Feb	Feb 2023
2023	3	AI	2997	3	0.1	Mar	Mar 2023
2023	3	Human	954	2	0.2	Mar	Mar 2023
2023	4	AI	5088	4	0.1	Apr	Apr 2023
2023	4	Human	884	6	0.7	Apr	Apr 2023
2023	5	AI	7297	4	0.1	May	May 2023
2023	5	Human	1544	6	0.4	May	May 2023
2023	6	AI	4167	4	0.1	Jun	Jun 2023
2023	6	Human	1288	5	0.4	Jun	Jun 2023
2023	7	AI	2806	6	0.2	Jul	Jul 2023
2023	7	Human	807	2	0.2	Jul	Jul 2023
2023	8	AI	7114	2	0.0	Aug	Aug 2023
2023	8	Human	1139	5	0.4	Aug	Aug 2023
2023	9	AI	4367	3	0.1	Sep	Sep 2023
2023	9	Human	524	0	0.0	Sep	Sep 2023
2023	10	AI	1270	0	0.0	Oct	Oct 2023
2023	10	Human	425	0	0.0	Oct	Oct 2023
2023	11	AI	14790	38	0.3	Nov	Nov 2023
2023	11	Human	4834	21	0.4	Nov	Nov 2023
2023	12	AI	11983	16	0.1	Dec	Dec 2023
2023	12	Human	3140	45	1.4	Dec	Dec 2023
2024	1	AI	7050	3	0.0	Jan	Jan 2024
2024	1	Human	1165	10	0.9	Jan	Jan 2024
2024	2	AI	15210	13	0.1	Feb	Feb 2024
2024	2	Human	2443	11	0.5	Feb	Feb 2024
2024	3	AI	3261	3	0.1	Mar	Mar 2024
2024	3	Human	804	1	0.1	Mar	Mar 2024
2024	4	AI	29921	2564	8.6	Apr	Apr 2024
2024	4	Human	2914	9	0.3	Apr	Apr 2024
2024	5	AI	28002	2713	9.7	May	May 2024
2024	5	Human	2494	8	0.3	May	May 2024
2024	6	AI	35352	19	0.1	Jun	Jun 2024
2024	6	Human	1436	2	0.1	Jun	Jun 2024
2024	7	AI	3833	14	0.4	Jul	Jul 2024
2024	7	Human	868	5	0.6	Jul	Jul 2024
2024	8	AI	2680	0	0.0	Aug	Aug 2024
2024	8	Human	206	0	0.0	Aug	Aug 2024
2024	9	AI	2750	5	0.2	Sep	Sep 2024
2024	9	Human	476	1	0.2	Sep	Sep 2024
2024	10	AI	4321	5	0.1	Oct	Oct 2024
2024	10	Human	1691	4	0.2	Oct	Oct 2024
2024	11	AI	7825	15	0.2	Nov	Nov 2024
2024	11	Human	3248	7	0.2	Nov	Nov 2024
2024	12	AI	11583	19	0.2	Dec	Dec 2024
2024	12	Human	2602	15	0.6	Dec	Dec 2024
2025	1	AI	281	2	0.7	Jan	Jan 2025
2025	1	Human	135	1	0.7	Jan	Jan 2025
2025	2	AI	4191	2	0.0	Feb	Feb 2025
2025	2	Human	1799	1	0.1	Feb	Feb 2025
2025	3	AI	3195	1	0.0	Mar	Mar 2025
2025	3	Human	721	2	0.3	Mar	Mar 2025
2025	4	AI	173	0	0.0	Apr	Apr 2025
2025	4	Human	27	0	0.0	Apr	Apr 2025

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This detailed analysis illustrates how emoji usage evolves over time for both artificial intelligence and human communicators. It aids in identifying moments of communication style shifts, thereby revealing the impact of these styles and potentially informing the enhancement of interaction strategies between admitted students and the university.

Raw Data

Thread Initiation Analysis

CSV

Showing all 5 rows

metric	value	notes
Total Threads	18916	All conversation threads analyzed
AI-Initiated Threads	18916 (100.0%)	Conversations started by chatbot
Human-Initiated Threads	0 (0.0%)	Conversations started by students
Response Rate	18908 (100.0%)	Threads where students responded
Average Response Time	40345.9 minutes	Time from AI message to human response

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All 18,916 conversation threads were initiated by the AI chatbot with a 100% student response rate, and the average response time of 40,345.9 minutes (approximately 28 days) reflects the asynchronous nature of SMS messaging where students can respond days or weeks after receiving the initial contact.

Emoji Usage Statistics

CSV

Showing all 4 rows

metric	value	notes
Total Messages Analyzed	588074	All messages with content
Messages with Emoji Patterns	15118 (2.6%)	Messages containing detectable emoji/emoticon patterns
Human Messages with Emoji Patterns	525 (0.6%)	Human emoji/emoticon usage rate
AI Messages with Emoji Patterns	14593 (2.9%)	AI emoji/emoticon usage rate

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The AI-to-human emoji usage ratio of approximately 4.8:1 (Ratio = 2.9% ÷ 0.6% = 4.83:1) indicates AI systems employ emoji expressions significantly more than students, suggesting opportunities to better calibrate emotional engagement strategies to match natural human communication patterns.

AI to Human Message Ratio

CSV

Showing all 1 rows

AI_total	HU_total	ai_to_hu_ratio
502817	85257	5.9:1

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The AI-to-human message ratio of 5.9:1 shows that AI systems send nearly six messages for every human response, indicating a highly AI-driven conversation pattern where the chatbot maintains engagement through frequent communication while students respond more selectively.