Abstract: Techniques are disclosed herein for collecting objective activity data that represents the experiences and reactions of a viewer of content shared by a sales representative. The content may include a series of slides that include information regarding a product or service pitched by the sales representative to the viewer (e.g., a prospective customer). Objective activity data indicative of viewer interactions with the content can be generated by the scripting computer language codes and automatically uploaded to an analytics platform via one or more application programming interfaces. The analytics platform can apply one or more predictive modeling techniques to the objective activity data in order to measure the actual engagement of the viewer with the content shared by the sales representative.