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@PHILNOT TINGHAM
ROIKPIsMetrics
Things we can measure How we define success Attributable financial return
#WistiaFest / @philnottingham
We keep conflating
these concepts
#WistiaFest / @philnottingham
Views
Engagement
Drop-off
Play rate
Re-watches
Annotation/CTA clicks
Shares
Embeds
Video
Metr...
#WistiaFest / @philnottingham
More Numbers ≠ More Better
#WistiaFest / @philnottingham
Typical Big Brand CMO
“We want a viral video!”
#WistiaFest / @philnottingham
#WistiaFest / @philnottingham
An Impression in 2016…
Status: HTTP/1.1 200 OK
#WistiaFest / @philnottingham
‘Metrics help us adjust our
strategy, but don’t define
success”
What is a good KPI for
Video?
#WistiaFest / @philnottingham
#WistiaFest / @philnottingham
Why do we use video at all?
#WistiaFest / @philnottingham
Benefits of video
Emotional medium
Can say a lot in a short space of time
#WistiaFest / @philnottingham
Video Moves People
“Meaningful Impression”
A video view that moves your audience in
the direction of more money
#WistiaFest / @philnottingham...
#WistiaFest / @philnottingham
Emotional State Change
+
Minimum Viable Conversion
Universal Video KPI
#WistiaFest / @philnottingham
KPI Requirements
The feeling you want to elicit
The smallest positive next action
#WistiaFest / @philnottingham
KPI Requirements
The feeling you want to elicit = Creative Goal
The smallest positive next a...
#WistiaFest / @philnottingham
Measuring Emotional
State Change
#WistiaFest / @philnottingham
Emotional State Change = Discrete
#WistiaFest / @philnottingham
#WistiaFest / @philnottingham
#WistiaFest / @philnottingham
#WistiaFest / @philnottingham
Measuring Minimum
Viable Conversions
#WistiaFest / @philnottingham
• Visit another page
• Watch another video
• Amplify (share/like)
• Timeline action
• Subscr...
#WistiaFest / @philnottingham
Emotional State Change = Discrete
Minimum Viable Conversion = Continuous
#WistiaFest / @philnottingham
What about ROI?
#WistiaFest / @philnottingham
“ROI is measured by tying the
KPI to financial performance
(as much as possible)”
#WistiaFest / @philnottingham
(on-site & private sharing)
1.
2.
3.
ROIKPIsMetrics
Things we can measure How we define success Attributable financial return
#WistiaFest / @philnottingham
Metrics
#WistiaFest / @philnottingham
KPIs
#WistiaFest / @philnottingham
Emotional State Change
+
Minimum Viable Conversion
Emotional State Change
#WistiaFest / @philnottingham
#WistiaFest / @philnottingham
1. Watch another video
2. Subscribe
3. Share
4. Like/Comment
5. Click a Link (Annotation/
Ca...
MVC 1. Watch Another Video
#WistiaFest / @philnottingham
MVC 2. Subscribe
#WistiaFest / @philnottingham
MVC 2. Subscribe
#WistiaFest / @philnottingham
MVC 3. Share
#WistiaFest / @philnottingham
MVC 4. Like/Comment
#WistiaFest / @philnottingham
MVC 5. Click a link
#WistiaFest / @philnottingham
#WistiaFest / @philnottingham
Pick the MVC most relevant to
your content & goals with YouTube
#WistiaFest / @philnottingham
ROI
#WistiaFest / @philnottingham
Why Use YouTube at all?
• Reach from platform (Organic)
• Advertise to relevant people (paid)
#WistiaFest / @philnottingham
“Don’t send traffic to YouTube
if YouTube isn’t sending traffic
to you”
#WistiaFest / @philnottingham
Focus on view-through
conversions for paid campaigns
#WistiaFest / @philnottingham
Metrics
http://marketingland.com/whats-a-video-view-on-facebook-only-3-seconds-vs-30-at-youtube-128311
#WistiaFest / @philnottingham
“The number of impressions
is not the number of people
impressed”
#WistiaFest / @philnottingham
“The number of likes is not
the number of people who
like it”
#WistiaFest / @philnottingham
KPIs
#WistiaFest / @philnottingham
Emotional State Change
+
Minimum Viable Conversion
#WistiaFest / @philnottingham
#WistiaFest / @philnottingham
ROI
#WistiaFest / @philnottingham
“Measuring ROI from
Facebook is extremely
difficult”
#WistiaFest / @philnottingham
#WistiaFest / @philnottingham
#WistiaFest / @philnottingham
Metrics
#WistiaFest / @philnottingham
Wistia Google Analytics Dashboard
#WistiaFest / @philnottingham
Wistia Google Analytics Dashboard
wi.st/video-dashboard
#WistiaFest / @philnottingham
KPIs
#WistiaFest / @philnottingham
Emotional State Change
+
Minimum Viable Conversion
#WistiaFest / @philnottingham
A/B Test
Emotional
State
Change
#WistiaFest / @philnottingham
Tangible
Intangible
MVCs for
Wistia
#WistiaFest / @philnottingham
Tangible Goals
Traffic Acquisition
Lead-gen
Conversion
#WistiaFest / @philnottingham
Tangible Goals
Traffic Acquisition
Lead-gen
Conversion
New Visitor
#WistiaFest / @philnottingham
#WistiaFest / @philnottingham
Tangible Goals
Traffic Acquisition
Lead-gen
Conversion
New Visitor
Turnstile Submission
#WistiaFest / @philnottingham
#WistiaFest / @philnottingham
Tangible Goals
Traffic Acquisition
Lead-gen
Conversion
New Visitor
Turnstile Submission
User ...
#WistiaFest / @philnottingham
#WistiaFest / @philnottingham
Intangible Goals
Support
Education
#WistiaFest / @philnottingham
Intangible Goals
Support
Education
Engagement
Engagement
#WistiaFest / @philnottingham
ROI
#WistiaFest / @philnottingham
“If you can measure ROI
effectively, you can make
smarter creative investments”
#WistiaFest / @philnottingham
WARNING
“How much money did
this video make us?”
#WistiaFest / @philnottingham
#WistiaFest / @philnottingham
ROI ≠ Business Value
#WistiaFest / @philnottingham
ROIKPIMetrics
Use these to improve
campaign performance
Track this to see opportunity
for big investment
Use this as your ...
Metrics, KPIs and ROI for Video Marketing
Metrics, KPIs and ROI for Video Marketing
Metrics, KPIs and ROI for Video Marketing
Metrics, KPIs and ROI for Video Marketing
Metrics, KPIs and ROI for Video Marketing
Metrics, KPIs and ROI for Video Marketing
Metrics, KPIs and ROI for Video Marketing
Metrics, KPIs and ROI for Video Marketing
Metrics, KPIs and ROI for Video Marketing
Metrics, KPIs and ROI for Video Marketing
Metrics, KPIs and ROI for Video Marketing
Metrics, KPIs and ROI for Video Marketing
Metrics, KPIs and ROI for Video Marketing
Metrics, KPIs and ROI for Video Marketing
Metrics, KPIs and ROI for Video Marketing
Metrics, KPIs and ROI for Video Marketing
Metrics, KPIs and ROI for Video Marketing
Metrics, KPIs and ROI for Video Marketing
Metrics, KPIs and ROI for Video Marketing
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Metrics, KPIs and ROI for Video Marketing

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Originally delivered at WistiaFest 2016, Phil runs through the different numbers used in video measurement, looking at the common mistakes we make and how we can better use this numbers to quantify success

Published in: Marketing
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Metrics, KPIs and ROI for Video Marketing

  1. 1. @PHILNOT TINGHAM
  2. 2. ROIKPIsMetrics Things we can measure How we define success Attributable financial return
  3. 3. #WistiaFest / @philnottingham We keep conflating these concepts
  4. 4. #WistiaFest / @philnottingham Views Engagement Drop-off Play rate Re-watches Annotation/CTA clicks Shares Embeds Video Metrics
  5. 5. #WistiaFest / @philnottingham More Numbers ≠ More Better
  6. 6. #WistiaFest / @philnottingham Typical Big Brand CMO “We want a viral video!”
  7. 7. #WistiaFest / @philnottingham
  8. 8. #WistiaFest / @philnottingham An Impression in 2016… Status: HTTP/1.1 200 OK
  9. 9. #WistiaFest / @philnottingham ‘Metrics help us adjust our strategy, but don’t define success”
  10. 10. What is a good KPI for Video? #WistiaFest / @philnottingham
  11. 11. #WistiaFest / @philnottingham Why do we use video at all?
  12. 12. #WistiaFest / @philnottingham Benefits of video Emotional medium Can say a lot in a short space of time
  13. 13. #WistiaFest / @philnottingham Video Moves People
  14. 14. “Meaningful Impression” A video view that moves your audience in the direction of more money #WistiaFest / @philnottingham Universal Video KPI
  15. 15. #WistiaFest / @philnottingham Emotional State Change + Minimum Viable Conversion Universal Video KPI
  16. 16. #WistiaFest / @philnottingham KPI Requirements The feeling you want to elicit The smallest positive next action
  17. 17. #WistiaFest / @philnottingham KPI Requirements The feeling you want to elicit = Creative Goal The smallest positive next action = Marketing Goal
  18. 18. #WistiaFest / @philnottingham Measuring Emotional State Change
  19. 19. #WistiaFest / @philnottingham Emotional State Change = Discrete
  20. 20. #WistiaFest / @philnottingham
  21. 21. #WistiaFest / @philnottingham
  22. 22. #WistiaFest / @philnottingham
  23. 23. #WistiaFest / @philnottingham Measuring Minimum Viable Conversions
  24. 24. #WistiaFest / @philnottingham • Visit another page • Watch another video • Amplify (share/like) • Timeline action • Subscribe • (All of the above) MVCs for Video
  25. 25. #WistiaFest / @philnottingham Emotional State Change = Discrete Minimum Viable Conversion = Continuous
  26. 26. #WistiaFest / @philnottingham What about ROI?
  27. 27. #WistiaFest / @philnottingham “ROI is measured by tying the KPI to financial performance (as much as possible)”
  28. 28. #WistiaFest / @philnottingham (on-site & private sharing) 1. 2. 3.
  29. 29. ROIKPIsMetrics Things we can measure How we define success Attributable financial return
  30. 30. #WistiaFest / @philnottingham Metrics
  31. 31. #WistiaFest / @philnottingham KPIs
  32. 32. #WistiaFest / @philnottingham Emotional State Change + Minimum Viable Conversion
  33. 33. Emotional State Change #WistiaFest / @philnottingham
  34. 34. #WistiaFest / @philnottingham 1. Watch another video 2. Subscribe 3. Share 4. Like/Comment 5. Click a Link (Annotation/ Card) MVCs for YouTube
  35. 35. MVC 1. Watch Another Video #WistiaFest / @philnottingham
  36. 36. MVC 2. Subscribe #WistiaFest / @philnottingham
  37. 37. MVC 2. Subscribe #WistiaFest / @philnottingham
  38. 38. MVC 3. Share #WistiaFest / @philnottingham
  39. 39. MVC 4. Like/Comment #WistiaFest / @philnottingham
  40. 40. MVC 5. Click a link #WistiaFest / @philnottingham
  41. 41. #WistiaFest / @philnottingham Pick the MVC most relevant to your content & goals with YouTube
  42. 42. #WistiaFest / @philnottingham ROI
  43. 43. #WistiaFest / @philnottingham Why Use YouTube at all? • Reach from platform (Organic) • Advertise to relevant people (paid)
  44. 44. #WistiaFest / @philnottingham “Don’t send traffic to YouTube if YouTube isn’t sending traffic to you”
  45. 45. #WistiaFest / @philnottingham Focus on view-through conversions for paid campaigns
  46. 46. #WistiaFest / @philnottingham Metrics
  47. 47. http://marketingland.com/whats-a-video-view-on-facebook-only-3-seconds-vs-30-at-youtube-128311
  48. 48. #WistiaFest / @philnottingham “The number of impressions is not the number of people impressed”
  49. 49. #WistiaFest / @philnottingham “The number of likes is not the number of people who like it”
  50. 50. #WistiaFest / @philnottingham KPIs
  51. 51. #WistiaFest / @philnottingham Emotional State Change + Minimum Viable Conversion
  52. 52. #WistiaFest / @philnottingham
  53. 53. #WistiaFest / @philnottingham ROI
  54. 54. #WistiaFest / @philnottingham “Measuring ROI from Facebook is extremely difficult”
  55. 55. #WistiaFest / @philnottingham
  56. 56. #WistiaFest / @philnottingham
  57. 57. #WistiaFest / @philnottingham Metrics
  58. 58. #WistiaFest / @philnottingham Wistia Google Analytics Dashboard
  59. 59. #WistiaFest / @philnottingham Wistia Google Analytics Dashboard wi.st/video-dashboard
  60. 60. #WistiaFest / @philnottingham KPIs
  61. 61. #WistiaFest / @philnottingham Emotional State Change + Minimum Viable Conversion
  62. 62. #WistiaFest / @philnottingham A/B Test Emotional State Change
  63. 63. #WistiaFest / @philnottingham Tangible Intangible MVCs for Wistia
  64. 64. #WistiaFest / @philnottingham Tangible Goals Traffic Acquisition Lead-gen Conversion
  65. 65. #WistiaFest / @philnottingham Tangible Goals Traffic Acquisition Lead-gen Conversion New Visitor
  66. 66. #WistiaFest / @philnottingham
  67. 67. #WistiaFest / @philnottingham Tangible Goals Traffic Acquisition Lead-gen Conversion New Visitor Turnstile Submission
  68. 68. #WistiaFest / @philnottingham
  69. 69. #WistiaFest / @philnottingham Tangible Goals Traffic Acquisition Lead-gen Conversion New Visitor Turnstile Submission User moves to next step in funnel
  70. 70. #WistiaFest / @philnottingham
  71. 71. #WistiaFest / @philnottingham Intangible Goals Support Education
  72. 72. #WistiaFest / @philnottingham Intangible Goals Support Education Engagement Engagement
  73. 73. #WistiaFest / @philnottingham ROI
  74. 74. #WistiaFest / @philnottingham “If you can measure ROI effectively, you can make smarter creative investments”
  75. 75. #WistiaFest / @philnottingham WARNING
  76. 76. “How much money did this video make us?” #WistiaFest / @philnottingham
  77. 77. #WistiaFest / @philnottingham ROI ≠ Business Value
  78. 78. #WistiaFest / @philnottingham
  79. 79. ROIKPIMetrics Use these to improve campaign performance Track this to see opportunity for big investment Use this as your main measure of success

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