This presentation was delivered by Harsh Kabra @DIGITOCAS - A Digital Marketing & Analytics Summit in 2016. Video Analytics is a dark horse in the space of Digital Analytics. In this presentation, I have highlighted the importance Video as a powerful medium of engagement and how performing Analytics on these Videos can help Marketers, Analyst and Technologist optimize and make most of their Video content.

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Online Video Analytics in
Digital Analytics
- Harsh Kabra
A Digital Analytics Evangelist
Disclaimer: The views and opinions expressed in this presentation are my personal and do not necessarily represent
that of my current or past employer(s) or any other 3rd party.

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 Let’s watch a Video on “Video” … !!
 Videos – One of the Most Powerful Mediums of Communication
 Some Digital Video Stats
 Some More Digital Video Stats
 Say Hello To – Online Video Analytics
 Why Video Analytics?
 Online Video Platforms – OVPs
 Evolvement of Video Analytics- Initial Days
 Basic Video Tracking- These Days
 A New Age Tracking Solution…..!
 Video Analytics for Technology Optimization
 Deals of the Day  Engagement Analysis of Videos & Video Heat Map
What are we going to talk about?

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Videos – Do You Remember
Them Often?

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 There’s no doubt that web videos are cool and fun to watch –more engaging than reading
page after page of text books. But does it actually stick with you for a long time? Absolutely!
 Outside the fun part, we now know that there are core reasons hidden deep within the brain
that make explanatory video an extremely valuable tool for business owners.
 Let’s start by looking at it in terms of time. Did you know that you only have
about 8 seconds to capture the attention of a visitor to your website? Most people leave
before they have read a single word on your landing page.
 And for those who stick around and start reading, what are the odds that they will remember
your message once they’re gone?
 Well, with text or Auditory mediums, 72 hourslater your visitor will only
remember 10%of what they read or heard. How much will they remember if they watch
a video that stimulates both their auditory and visual senses? Wait for it…..
Whooping 68%!
Video- One of the Most Powerful Mediums

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Some Digital Video Stats
Sources: digitalistmag.com, Animoto.com, eelnreel.com, Forbes,com, Insivia.com, ReelSEO, CMO.com

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Some More Digital Video Stats
Sources: digitalistmag.com, Animoto.com, eelnreel.com, Forbes,com, Insivia.com, ReelSEO, CMO.com

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Say Hello To - Online Video Analytics
In Digital Analytics space, Video Analytics is nothing but Measurement, Collection,
Analysis and Reporting of Video Data for purposes of understanding and optimizing Video
Usage. However, do not do the mistake of thinking it just a process for measuring Video
Traffic, it can be used as a tool for business and market research and to assess and
improve the effectiveness of a Videos, Website Goals & Conversions.
What Wiki Says:
Online Video Analytics (also known as Web video analytics) is the measurement,
analysis and reporting of videos viewed online. It is used for the purposes of understanding
the Consumption patterns, Behavioral analysis and optimizing viewing experience.
Online video analytics differs from traditional Video Analytics. Leveraging the Online Video
Analytics, every event that a viewer does while watching a video online can be captured
and analyzed precisely

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Ever thought about why do we actually need Video Analytics? How does it help the markets and
analyst to gain actionable insights? The study of consumption patterns helps video publishers gain
insights into the end-user preferences. These insights are then used to drive monetization by ad
placements, and to tailor future videos and its positioning to maximize/optimize Sales, Lead
Generations, ENGAGEMENT, etc.
It aims to answer business questions such as:
 Which are the most popular videos?
 Where do the viewers come from?
 How long do viewers watch a particular video?
 Which portion of the video is most popular?
 Which ad placements are most effective - pre-roll, mid-roll or post-roll?
 Do they take any action during or after watching the videos (e.g. share, embed, like)?
 Do they face any technical issues like, Compatibility, Loading, Bandwidth, etc.
A few Metrics of Interest:
 Unique Viewers - per day or month for on-demand, per event or show for live
 Plays/Pauses/Completes - number of times the video was started/played/paused/completed
 Play Duration - time spent consuming the videos
 Ratios of these metrics - e.g. Plays per Viewer, Play Duration per Play, Play Duration per Viewer
 And other obvious dimensions (like Geographical Location, Browser, Device etc.), a particularly
interesting dimension is Video Portion. Measured as a percentage of video length, for a particular
video, Plays by Stream Position indicates which portion of the video is watched how many times.
It helps with conclusions like 60% of the viewers drop off from the video after watching only 25%.
Why Video Analytics?

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 HTML5 First
 Responsive
 Fast Load
 Cross-Platform HLS
 HTML5 First
 Responsive
 Highly customizable with JS API
 Inbuilt Video Engagement Stats
Brightcove JWPlayer
 More focused on Monetization
 Dedicated Advertising Solution
 Pre-Game Ad Wrapper
 Responsiveness
 Deployment Support
 MPX Accelerate
 Rapid File conversion – Elastic
Transcoding
 MPX Dev KIT
 Built in underlying service-orinated
architecture for greater scalability
and reliability
Playwire TheVideoPlatform
Online Video Platforms
Web Videos are hosted with the help of Online Video Platforms (OVPs). To enable Analytics on the
Videos, one has to have some basic understanding about the OVPs. Based on my past experience,
Some of the popular ones are:

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A Journey …Not a Destination !
Evolvement of Video Analytics

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Videos Tracking – Initial Days
With the advancement of Web Analytics, analyst started analyzing each and every component of Web and
Video was no exception. During the initial days, the focus of Video Analytics was limited to the
consumption of Video content – Overall.
What we used to track?
 A basic implementation tracks Video Views / Video Starts as the major performance metrics.
 A Event Tracking code is Fired at the time of Video Start & Video Complete along with the Video Namd
as the Dimension.
• Video Views/Starts
• Video Complete
• Video Name
• That’s It ?????

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Sample Report
Video Name Starts Completes Conversion Rate
Digitocas 2015 2000 990 50%
Digitocas 2016 10000 7489 75%
Networking 4000 1000 25%
Teaser 7000 3500 50%

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Basic Video Tracking – These Days !!
With the advancement of Web Analytics, analyst started analyzing each and every component of Web and
Video was no exception. Apart from basic starts and completes, there is more interest to know what
happens in-between which resulted in a tracking practice called as “Milestone Tracking”.
It is nothing but tracking certain predefined milestones to understand the fallout and depth of engagement
with the Video.
• Video Time Played
• Video Views
• Video Complete
• Video Segment Views
• Milestone -25%
• Milestone -50%
• Milestone -75%
• Video Name
• Video Segments

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Sample Report
Video Name Starts 25% 50% 75% Avg.
Play
Time
Completes Conversion
Rate
Digitocas
2015
2000 1700 1668 1154 2:21 990 50%
Digitocas
2016
10000 9435 8755 7969 7:45 7489 75%
Networking 4000 3980 2489 1658 4:33 1000 25%
Teaser 7000 6209 5613 3600 8:55 3500 50%

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Let’s See a New Age Video Tracking
Solution

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Video Analysis with Heartbeat Traking
Like a Heart Beat this new age Video Tracking Solution sends the Tracking Beats in every 10
seconds and finally collects all the data in your reporting database/servers.
What is "Video Heartbeat“ tracking mechanism?
 Video heartbeat is a new data collection service provided by one of the leading Digital Analytics tool
that collects and aggregates video metrics. During video playback, frequent "heartbeat" calls are sent
to this service to measure time played. These heartbeat calls are sent every 10 seconds, which results
in granular video engagement metrics and more accurate video fallout reports.
 When a video or video ad is played, a single server call is sent to your Analytics data collection server
with the video/ad name, player name, channel, and any additional custom variables that you want to
track for that video/ad.
 During playback, "heartbeats“ are sent at regular intervals to the heartbeat data collection service to
track time played.
 After the video/ad is completed and/or abandoned, the heartbeat service calculates time spent metrics
and then sends the data to Analytics Servers. Phenomenal accuracy and granularity of Video Analytics
data !!
 The new 10-second heartbeat measurements will provide time spent with a rolled-up minute
granularity that offers a more complete picture of how content is being consumed

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How does it actually report the data?
Now Marketers & Analysts will have access to more granular level of Video Tracking data which off course
would result in better and in-depth Analysis and Recommendations.
How does it actually work in real world?
This new video tracking approach gives us some amazing data in form of these Reports:
 Video Overview
 Video Detail and
 Video Day-part
Image Source: Adobe Analytics Help Section.

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Sample Reports

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Video Analytics for Technology
Optimization
The study of online video viewer experience (user experience) helps OVPs identify shortcomings in their
network infrastructure and to tweak the quality of their source content to better suit the end-users' internet
connection speeds and device types.
This Video analysis type deals with understanding the effect of low quality on usage. For example, after
clicking the play button, do viewers wait for more than “X” seconds before the video starts playing? The
interesting metrics for this type of analysis would be:
 Start Up Time - time between click to play button and actual video start
 Rebuffers - # of times and the duration of disturbances due to re-buffering
 Availability - % of times the video playback start successfully
 Bitrate - Avg. bits/Sec. of video play time. The higher the bitrate, the better the user experience would
be.
Network and Connection Speed are among the most important aspects. Measuring the Abandonment
Rate due to bad quality (higher start up time, higher rebuffering or lower bitrate etc.) is of precise interest.

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Deal of The Day #1
Video Tracking Heat Map:
We all would have heard if not seen the Heat Map for traffic data in Digital Analytics but applying the
same on a Video Play Journey could uncover some fascinating truth about the Video and Viewers
behavior with it .
A graphical summary that helps to figure out how viewers are engaged with a specific video is called a
Video Heatmap. Unlike heatmaps used in website analytics, which highlight different areas of a web
page depending on the click-through rate, a video heatmap aggregates stats from every viewing
session and calulates an average engagement rate (also known as watch rate) throughout the entire
video.
Try it and you would LOVE IT !!

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Deal of The Day #2
Video Engagement Scoring
Here, I have experimented with the Engagement Score, typically used to measure the engagement
levels of a Visit/Visitor. After successfully implementing and reporting the Engagement Scoring for a
site, Used this on Videos to understand a collective indicator of Viewer Engagement with the Videos.
Video Engagement Scoring:
By no means I have mastered this yet but I have successfully developed a basic yet powerful formulae
to get the Video Engagement Score.
Video Engagement= (Video Starts*X+Video Share*X1+VideoLike*X2…) / Video Views
Where,
 X1/X2/Xn  Any positive integer depending on the importance and impact of
that metric on your business goals.
 You can also take “Visits“ as the denominator instead of Video Views

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Thank you
https://in.linkedin.com/in/TheWebAnalyticsEvangelist
HarshVKabra@Gmail.com