Video Analytics
Stephen Ridd
Session Overview
•   Online Video
•   What can be tracked
•   Flash video tracking
•   3rd Party player video tracking
•  ...
Online Video
Videos are an excellent medium to get a message across to your
audience.

Online video can be used for:
-Adve...
Online Video
Online Video
On watching the example video 2 simple but key questions first
come to mind:

   • How many times has the vid...
Online Video

Video Analytics can answer these....
What can be tracked?
Webtrends provides detailed analytics for every major video
platform




Video Analytics starts with ...
What can be tracked?
While all interactions are capable of being tracked, the following is a list of
common key attributes...
Flash
Events captured using ExternalInterface and the Webtrends dcsMultiTrack
function

dcsMultiTrack
    • Used to track ...
3rd Party Providers
Many organisations implementing online media are using 3rd party hosted
solution to distribute media (...
3rd Party Providers
Uses Actionscript together with
ExternalInterface , URLRequest and
dcsMultiTrack

The plugin checks fo...
3rd Party Providers
                       Webtrends
              Plugin




Viewer
                       Reports
Actions
HTML5
Currently under development (working draft), as the next major revision of the
HTML standard.

The HTML5
specificati...
HTML5
The HTML5 videos are not altered in any way

Does not require any additional files to be hosted.

Events tracked thr...
Webtrends Reporting
Webtrends custom reporting allows you to create the reports you need based on the
information you coll...
Questions?
Engage EMEA 2010 - Video Analytics
Engage EMEA 2010 - Video Analytics
Engage EMEA 2010 - Video Analytics
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Engage EMEA 2010 - Video Analytics

  1. 1. Video Analytics Stephen Ridd
  2. 2. Session Overview • Online Video • What can be tracked • Flash video tracking • 3rd Party player video tracking • HTML5 video tracking • Webtrends video reporting
  3. 3. Online Video Videos are an excellent medium to get a message across to your audience. Online video can be used for: -Advertisement Campaigns -Product demonstrations -Education -Entertainment But how do we know if we are succeeding in keeping our audience engaged?
  4. 4. Online Video
  5. 5. Online Video On watching the example video 2 simple but key questions first come to mind: • How many times has the video been watched ? • Are viewers watching the video through to completion? There are many questions…
  6. 6. Online Video Video Analytics can answer these....
  7. 7. What can be tracked? Webtrends provides detailed analytics for every major video platform Video Analytics starts with a tagging or API integration strategy
  8. 8. What can be tracked? While all interactions are capable of being tracked, the following is a list of common key attributes and events.: Attributes: Events: •Name •Video loads •Id •Video starts •Length •Video progress (25%, 50%, 75%) •Description •Video completes •Custom fields (e.g. category, type) •Video pause •Video seek •Volume change •Ad starts completes (prepost roll) •Ad progress •Replays
  9. 9. Flash Events captured using ExternalInterface and the Webtrends dcsMultiTrack function dcsMultiTrack • Used to track events which are not normally captured as part of a page load event • Part of the Webtrends base tag • Creates virtual page view and appears in Pages report (WT.dl) • Picks up all parameters (e.g. META tags) from calling page Any event in Flash can trigger a dcsMultiTrack call
  10. 10. 3rd Party Providers Many organisations implementing online media are using 3rd party hosted solution to distribute media (e.g. Brightcove). A swf plugin is used to capture data from the players using the 3rd Party players APIs. Webtrends can build a customised plugins to meet your tracking needs.
  11. 11. 3rd Party Providers Uses Actionscript together with ExternalInterface , URLRequest and dcsMultiTrack The plugin checks for the presence of dcsMultiTrack If not found a direct image request is sent Any available event listener or attribute can be added to the plugin and tracked
  12. 12. 3rd Party Providers Webtrends Plugin Viewer Reports Actions
  13. 13. HTML5 Currently under development (working draft), as the next major revision of the HTML standard. The HTML5 specification for Video elements contains properties and event handlers that make it easy to track.
  14. 14. HTML5 The HTML5 videos are not altered in any way Does not require any additional files to be hosted. Events tracked through modification of the base Webtrends JavaScript tag Uses the Webtrends dcsMultiTrack function.
  15. 15. Webtrends Reporting Webtrends custom reporting allows you to create the reports you need based on the information you collect.
  16. 16. Questions?
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