The Purpose of Video Analytics Video Analytics should be used to answer the 5 W’s
Are you able to answer the 5 W’s based on the data below?
Video Views are like Social Media “Vanity Metrics” Unless your business is entertainment, views have li le to no connection to success.
Does this apply to your videos? “Half the money I spend on advertising is wasted; the trouble is I don't know which half.” ! — John Wanamaker
Video is too important to guess if its working
Goal of Webinar Learn how to determine if your videos are working! (This feedback loop is essential to get better at using video)
In this webinar you will learn how to…. • See the aﬀect videos have on leads and sales • Determine how video impacts other website goals • Continuously improve the eﬀectiveness of your videos • Optimize your use of video on landing pages
The Black Hole of Video Analytics
Did you know… ! Most videos are like a black hole to your website analytics.
Deﬁnition of a Black hole “A black hole is deﬁned as a region of space/time from which gravity prevents anything, including light, from escaping.”
Most videos are like a black hole to your website analytics
So why are iframes like Black holes? Deﬁnition of an iframe “An iframe (Inline Frame) is an HTML document embedded inside another HTML document on a website. ”
Why use a Video Hosting Provider?
How to avoid the Black Hole
Integrate your website and video analytics into a Single Powerful Reporting Tool.
Send Video Events to your Website Analytics Get a complete picture of what happens before, during, and after the video is viewed.
Setup Event Tracking for Videos
Look at the Possibilities
Technical Setup This is what your website admin or developers need to install to setup video event tracking.
Advanced video analytics reports and charts
Ready for some Examples?
Set up meaningful video events as goals
Make sure to have a mix of conversion goals as well
Use Filters to link Goals and Events
Video Performance by Webpage See the connection between video events and pages
See which Channels product the most engaged visitors
Segment visitors by those who play videos Visitors who click the play button can have signiﬁcant diﬀerences in their behaviors and characteristics than those who don’t.
When Videos get played Ways to use this data
Video Plays by Browser Improve eﬀectiveness of your development and testing team
Video Plays by Operating System Improve eﬀectiveness of your development and testing team
Screen Resolution of Video Plays Optimize for your viewer’s screen size
Example experiments to improve video eﬀectiveness
Typical viewer engagement Video Player Events
Test Diﬀerent Thumbnails ! Improve Play Rate Version A Version B
Test Diﬀerent Page Layouts ! Improve Conversion Rate Version A Version B
Does diﬀerent copy on page aﬀect the play and conversion rate? ! Webpage Copy Version A Version B