Metrics, KPIs and ROI for Video Marketing

•

1 like•3,320 views

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

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
Metrics

#WistiaFest / @philnottingham
More Numbers ≠ More Better

#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
Universal Video KPI

#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 action = Marketing Goal

#WistiaFest / @philnottingham
Measuring Emotional
State Change

#WistiaFest / @philnottingham
Emotional State Change = Discrete

#WistiaFest / @philnottingham
Measuring Minimum
Viable Conversions

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

#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.

#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/
Card)
MVCs for
YouTube

MVC 1. Watch Another Video
#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
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

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
“Measuring ROI from
Facebook is extremely
diﬀicult”

#WistiaFest / @philnottingham
Wistia Google Analytics Dashboard

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

#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
Tangible Goals
Traﬀic Acquisition
Lead-gen
Conversion
New Visitor
Turnstile Submission

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

#WistiaFest / @philnottingham
Intangible Goals
Support
Education

#WistiaFest / @philnottingham
Intangible Goals
Support
Education
Engagement
Engagement

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

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

#WistiaFest / @philnottingham
ROI ≠ Business Value

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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Metrics, KPIs and ROI for Video Marketing

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

10.

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”

13.

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

34.

35. #WistiaFest / @philnottingham Metrics

36.

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

41.

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)

51.

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

54.

55.

56. #WistiaFest / @philnottingham Metrics

57.

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

59.

60.

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

65.

66. #WistiaFest / @philnottingham

67.

68. #WistiaFest / @philnottingham ROI

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

70. #WistiaFest / @philnottingham

71. #WistiaFest / @philnottingham

72. #WistiaFest / @philnottingham Metrics

73.

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

89.

90. #WistiaFest / @philnottingham ROI

91.

92.

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