This document discusses using video analytics to measure the effectiveness of marketing videos. It provides examples of key metrics to track for various marketing goals, such as brand awareness, customer conversion, audience education, and thought leadership. These metrics include video views, play rate, site traffic, shares, comments, and qualitative feedback. The document also discusses applying the findings from analytics to improve future video content and marketing strategies.

1. Using Video Analytics to
Measure Effectiveness and
Set Metrics for Success
Casey Henry!
@caseyhen
!
casey@wistia.com
Chris Lavigne!
@crlvideo
!
crl@wistia.com
1

2. Chris Lavigne
!
Maker of videos at Wistia. Passionate
about helping everyone make better
video.
!
Favorite Camera Canon 5D Mark III
Favorite Lens 35mm f/1.4
!
Comfortable in a backhoe, hoping to
retire as a heavy-equipment operator.
!
Owner of a labradoodle named Lenny
and husband to a dentist.
2

3. Casey Henry
!
4 Years working at Moz in Seattle on
their Marketing and Engineering teams.
!
SEO Consultant & developer before
working with Moz.
!
Currently working at Wistia on the
marketing team managing SEM, SEO,
Data Analysis, and PPC.
!
!
3

4. About Wistia
Wistia is professional video hosting with
analytics and video marketing tools.
!
!
Hosting over 4 million videos
110,000 customers hosting videos
Based in Cambridge, MA
Founded in 2006
30ish employees
4

5. Measuring Quality, Relevance, and Clarity
5

6. Measuring Quality, Relevance, & Clarity
Qualitative Feedback
- Have beta users prescreen your video for feedback on message and
clarity.
!
- Make sure your beta users are a mix of super fans and normal users.
!
- Gut check!
6

7. Measuring Marketing Goals with Video
7

8. Brand Awareness
8

9. Measuring Brand Awareness
View Count
9

10. 10

11. Measuring Brand Awareness
View Count!
Play Rate
11

12. Play Rate Calculation
Number of Plays!
Loads of Video
12

13. Measuring Brand Awareness
View Count!
Play Rate!
Site Metrics
13

14. Site Metrics
Time on Page!
Bounce Rate!
New/Returning Visitors!
Overall Site Traffic
14

15. Measuring Brand Awareness
View Count!
Play Rate!
Site Metrics!
Qualitative Feedback
15

16. Customer Conversion
16

17. Measuring Customer Conversion
Video Conversions
17

18. Video Conversions
What is Your Conversion?!
Email Addresses!
Sign Ups!
Shares!
Additional Pageviews/Sessions
18

19. Measuring Customer Conversion
Video Conversions!
Conversion Play Rate
19

20. Conversion Play Rate
Percent of conversions
playing a video on your site
20

21. Measuring Customer Conversion
Video Conversions!
Conversion Play Rate!
Conversions Engagement
21

22. Conversion Engagement
Measure the amount of
engagement with customers
who have converted
22

23. Conversion Engagement
23

24. Audience Education
24

25. Measuring Audience Education
Video Engagement
25

26. Video Engagement
Percent of the video that
the visitor have watched.
26

27. Video Engagement
Looks like most visitors are leaving before 30 seconds
27

28. Measuring Audience Education
Video Engagement!
Video Conversion
28

29. Measuring Audience Education
Video Engagement!
Video Conversion!
Audience Retention
29

30. Audience Retention
Measure the number of
plays for returning visitors
30

31. Measuring Audience Education
Video Engagement!
Video Conversion!
Audience Retention!
Qualitative Feedback
31

32. Thought Leadership
32

33. Measuring Thought Leadership
Social Shares
33

34. Social Shares
Quantity of Shares on Video URL!
https://www.sharedcount.com/!
!
Qualitative Analysis of
Social Stream
34

35. Measuring Thought Leadership
Social Shares!
Comments
35

36. Comments
36

37. Comments
37

38. Comments
38

39. Measuring Thought Leadership
Social Shares!
Comments!
Conversations
39

40. Conversations
Measure of the number of
emails, support requests, or
phone calls about the subject.
40

41. Measuring Thought Leadership
Social Shares!
Comments!
Conversations!
Site Metrics
41

42. Audience Engagement
42

43. Measuring Audience Engagement
Video Engagement
43

44. Measuring Audience Engagement
Video Engagement!
Completion Rate
44

45. Completion Rate
Measure of the number of
people who viewed 100% of
your video.
45

46. Completion Rate
Wistia Engagement Graph
46

47. Measuring Audience Engagement
Video Engagement!
Completion Rate!
Play Rate
47

48. Measuring Audience Engagement
Video Engagement!
Completion Rate!
Play Rate!
Site Metrics
48

49. Talent Recruitment
49

50. Measuring Talent Recruitment
Video Play Rate
50

51. Measuring Talent Recruitment
Video Play Rate!
Talent Conversion
51

52. Talent Conversions
Use analytic packages to measure
video views and applications.
52

53. Analytic Integrations
53

54. Google Analytics is your Friend!
54

55. Cohort Based on Play Events
55

56. Gender Cohort Events

57. Referrer Play Events
57

58. Continent Play Events
58

59. Event Based Cohorts
59

60. Google Analytics Events & Video
60

61. Most Video Providers Have Solutions
YouTube!
http://bit.ly/youtube-events
!
Wistia!
http://bit.ly/wistia-events
!
Vimeo!
http://bit.ly/vimeo-events
61

62. Measurement Trust and Shareability
62

63. Measuring Trust & Shareability
Humanizing
63

64. Measuring Trust & Shareability
Humanizing!
Thought Leadership
64

65. Measuring Trust & Shareability
Humanizing!
Thought Leadership!
Time Conscious
65

66. Apply Your Findings
66

67. Applying Your Findings
Measuring is Step One
67

68. Applying Your Findings
Measuring is Step One!
Apply to Next Video
68

69. Applying Your Findings
Measuring is Step One!
Apply to Next Video!
Replace Original Video if Needed
69

70. Applying Your Findings
Measuring is Step One!
Apply to Next Video!
Replace Original Video if Needed!
Content Creation Ideas
70

71. Engagement Spikes
71

72. Engagement Spikes
72

73. Applying Your Findings
Measuring is Step One!
Apply to Next Video!
Replace Original Video if Needed!
Content Creation Ideas!
Don’t Be Afraid to Fail
73

74. Additional Resources
74

75. Additional Resources
The Wistia Guide to Video Metrics!
http://bit.ly/wistia-video-metrics
!
Wistia’s Learning Center!
http://bit.ly/wistia-learn
!
Wistia’s Blog!
http://bit.ly/wistia-blog
75

76. Questions?
76