1. @PHILNOT TINGHAM

2. ROIKPIsMetrics
Things we can measure How we define success Attributable financial return

3. #WistiaFest / @philnottingham
We keep conflating
these concepts

4. #WistiaFest / @philnottingham
Views
Engagement
Drop-off
Play rate
Re-watches
Annotation/CTA clicks
Shares
Embeds
Video
Metrics

7. #WistiaFest / @philnottingham
More Numbers ≠ More Better

8. #WistiaFest / @philnottingham
Typical Big Brand CMO
“We want a viral video!”

9. #WistiaFest / @philnottingham

11. #WistiaFest / @philnottingham
An Impression in 2016…
Status: HTTP/1.1 200 OK

12. #WistiaFest / @philnottingham
‘Metrics help us adjust our
strategy, but don’t define
success”

14. What is a good KPI for
Video?
#WistiaFest / @philnottingham

15. #WistiaFest / @philnottingham
Why do we use video at all?

16. #WistiaFest / @philnottingham
Benefits of video
Emotional medium
Can say a lot in a short space of time

17. #WistiaFest / @philnottingham
Video Moves People

18. “Meaningful Impression”
A video view that moves your audience in
the direction of more money
#WistiaFest / @philnottingham
Universal Video KPI

19. #WistiaFest / @philnottingham
Emotional State Change
+
Minimum Viable Conversion
Universal Video KPI

20. #WistiaFest / @philnottingham
KPI Requirements
The feeling you want to elicit
The smallest positive next action

21. #WistiaFest / @philnottingham
KPI Requirements
The feeling you want to elicit = Creative Goal
The smallest positive next action = Marketing Goal

22. #WistiaFest / @philnottingham
Measuring Emotional
State Change

23. #WistiaFest / @philnottingham
Emotional State Change = Discrete

24. #WistiaFest / @philnottingham

25. #WistiaFest / @philnottingham

26. #WistiaFest / @philnottingham

27. #WistiaFest / @philnottingham
Measuring Minimum
Viable Conversions

28. #WistiaFest / @philnottingham
• Visit another page
• Watch another video
• Amplify (share/like)
• Timeline action
• Subscribe
• (All of the above)
MVCs
for Video

29. #WistiaFest / @philnottingham
Emotional State Change = Discrete
Minimum Viable Conversion = Continuous

30. #WistiaFest / @philnottingham
What about ROI?

31. #WistiaFest / @philnottingham
“ROI is measured by tying the
KPI to financial performance
(as much as possible)”

32. #WistiaFest / @philnottingham
(on-site & private sharing)
1.
2.
3.

33. ROIKPIsMetrics
Things we can measure How we define success Attributable financial return

35. #WistiaFest / @philnottingham
Metrics

37. #WistiaFest / @philnottingham
KPIs

38. #WistiaFest / @philnottingham
Emotional State Change
+
Minimum Viable Conversion

39. Emotional State Change
#WistiaFest / @philnottingham

40. #WistiaFest / @philnottingham
1. Watch another video
2. Subscribe
3. Share
4. Like/Comment
5. Click a Link (Annotation/
Card)
MVCs for
YouTube

42. MVC 1. Watch Another Video
#WistiaFest / @philnottingham

43. MVC 2. Subscribe
#WistiaFest / @philnottingham

44. MVC 2. Subscribe
#WistiaFest / @philnottingham

45. MVC 3. Share
#WistiaFest / @philnottingham

46. MVC 4. Like/Comment
#WistiaFest / @philnottingham

47. MVC 5. Click a link
#WistiaFest / @philnottingham

48. #WistiaFest / @philnottingham
Pick the MVC most relevant to
your content & goals with YouTube

49. #WistiaFest / @philnottingham
ROI

50. #WistiaFest / @philnottingham
Why Use YouTube at all?
• Reach from platform (Organic)
• Advertise to relevant people (paid)

52. #WistiaFest / @philnottingham
“Don’t send traffic to YouTube
if YouTube isn’t sending traffic
to you”

53. #WistiaFest / @philnottingham
Focus on view-through
conversions for paid campaigns

56. #WistiaFest / @philnottingham
Metrics

58. http://marketingland.com/whats-a-video-view-on-facebook-only-3-seconds-vs-30-at-youtube-128311

61. #WistiaFest / @philnottingham
“The number of impressions
is not the number of people
impressed”

62. #WistiaFest / @philnottingham
“The number of likes is not
the number of people who
like it”

63. #WistiaFest / @philnottingham
KPIs

64. #WistiaFest / @philnottingham
Emotional State Change
+
Minimum Viable Conversion

66. #WistiaFest / @philnottingham

68. #WistiaFest / @philnottingham
ROI

69. #WistiaFest / @philnottingham
“Measuring ROI from
Facebook is extremely
difficult”

70. #WistiaFest / @philnottingham

71. #WistiaFest / @philnottingham

72. #WistiaFest / @philnottingham
Metrics

74. #WistiaFest / @philnottingham
Wistia Google Analytics Dashboard

75. #WistiaFest / @philnottingham
Wistia Google Analytics Dashboard
wi.st/video-dashboard

76. #WistiaFest / @philnottingham
KPIs

77. #WistiaFest / @philnottingham
Emotional State Change
+
Minimum Viable Conversion

78. #WistiaFest / @philnottingham
A/B Test
Emotional
State
Change

79. #WistiaFest / @philnottingham
Tangible
Intangible
MVCs for
Wistia

80. #WistiaFest / @philnottingham
Tangible Goals
Traffic Acquisition
Lead-gen
Conversion

81. #WistiaFest / @philnottingham
Tangible Goals
Traffic Acquisition
Lead-gen
Conversion
New Visitor

82. #WistiaFest / @philnottingham

83. #WistiaFest / @philnottingham
Tangible Goals
Traffic Acquisition
Lead-gen
Conversion
New Visitor
Turnstile Submission

84. #WistiaFest / @philnottingham

85. #WistiaFest / @philnottingham
Tangible Goals
Traffic Acquisition
Lead-gen
Conversion
New Visitor
Turnstile Submission
User moves to next
step in funnel

86. #WistiaFest / @philnottingham

87. #WistiaFest / @philnottingham
Intangible Goals
Support
Education

88. #WistiaFest / @philnottingham
Intangible Goals
Support
Education
Engagement
Engagement

90. #WistiaFest / @philnottingham
ROI

93. #WistiaFest / @philnottingham
“If you can measure ROI
effectively, you can make
smarter creative investments”

94. #WistiaFest / @philnottingham
WARNING

95. “How much money did
this video make us?”
#WistiaFest / @philnottingham

96. #WistiaFest / @philnottingham
ROI ≠ Business Value

97. #WistiaFest / @philnottingham

98. ROIKPIMetrics
Use these to improve
campaign performance
Track this to see opportunity
for big investment
Use this as your main
measure of success