This document summarizes key insights for measuring the return on investment (ROI) of video content marketing. It outlines a framework for analyzing video performance across four chapters: audience, engagement, conversions, and value. Specific metrics are provided for each chapter based on YouTube analytics data. The document advocates for establishing goals, tracking key performance indicators (KPIs) as chapters in the story of the video's impact, and using multiple data tools to optimize performance at each stage of the audience journey.

1. Thrift Shop Insights
MEASURING AND REPORTING THE ROI ON VIDEO CONTENT

2. Hello.
I’m a recovering
filmmaker.
And you?

3. Arts will grow your mind.
Business & Science will keep you fed.
#1

4. Great artists steal.
Better artists measure.
#2

6. Source: NPR
Macklemore’s Dilemma

7. Source: NPR
7th Graders
Macklemore’s Dilemma

8. Source: NPR
7th Graders
Radio
Macklemore’s Dilemma

9. Source: NPR
7th Graders
Radio
Distribution
Macklemore’s Dilemma

10. Source: NPR
7th Graders
RadioSocial
Distribution
Macklemore’s Dilemma

11. Source: NPR
7th Graders
RadioSocial
Distribution
Macklemore’s Dilemma

12. On August 29, 2012, Macklemore and Ryan Lewis
released the video for their single “Thift Shop” on
Ryan’s YouTube Channel.
Source: YouTube
257,042,031 views

13. We suck at telling stories
about storytelling.
#3

14. Is it that bad?
Source: Accenture "Analytics in Action. Breakthroughs and Barriers on the Journey to ROI", April 2013

15. 45%
Can’t read a
dashboard
21%
Rocking it
20%
Mostly tactical
Is it that bad?
Source: Accenture "Analytics in Action. Breakthroughs and Barriers on the Journey to ROI", April 2013

16. This is *******
awesome!
I have no idea
what this
means.

17. We’re on a
value hunt!

18. Business
Need
Audience
Need

19. A goal without a plan
is just a wish.
#4
Antoine de Saint-Exupery

20. The plan forms the story.
KPIs become the chapters.
#5

22. Audience
Engagement
Conversions
Value

23. We made what our audience needed...
...and this is their reaction.
This directly contributed to our success...
...and ever since then, we’re
better/richer/smarter/
stronger, etc.

24. Data is everywhere.
Using only one tool is for chumps.
#6

25. One man’s trash is another man’s come up.

26. Audience
Approach
Budget
Placement
Reach
Applying Video to the Customer or Constituent Lifecycle
The 52 Flavors of Video: Picking the Right Approach
Video Budgets: From Low Budget to High Budget
Now that You’ve Made It, Where do You Put It?
Fight for Those Eyeballs!
Pop some tags

27. Chapter 1: Audience
“We made something our audience needed....”
Demographics
Locations
Mobile Usage
YouTube Analytics
Audience
Reach
Placement

29. Chapter 2: Engagement
“and this is their reaction.”
Percent Repeat Views and Viewers
Mentions
Ratio of video views to page views
Social Signals
Comments
Shares
Referrals
YouTube Analytics
Approach
Reach
Placement

30. Ahh, he got
influencers!

31. Subscribers
Likes and dislikes
Favorites
Comments
Sharing

32. Referrals aren’t
all they’re
cracked up to be.
Oh, wait. Yes
they are.

33. Audience Retention
gives your editorial
process a do-over,
because optimization
doesn’t stop at the
upload.
Completion Rate
Absolute and Relative
Retention
Average Duration for
Clips Viewed
Not real data!

34. Chapter 3: Conversions
“This directly contributed to meeting
our goals....”
Clip Conversion Rate
Clip Click-Through Rates (CTRs)
Clip Interaction Rates
Subscriptions
= from YouTube Analytics
Placement
Approach
Reach

35. Annotations are
tracking any
interactivity in the
player.

37. Let’s do some
simple addition.

38. Chapter 4: Value
“and ever since then, we’re better/richer/
smarter/stronger, etc.”
Higher Satisfaction Survey Scores
Transaction Numbers Up
Support/Customer Service Volume Down
Audience Growth Up
Direct Revenue Per View
Decent Cost Per View
= from YouTube Analytics
Budget
Reach

39. It was .023 cents!

40. Between October 2012 and March 2013, the
increase of organic searches for branded terms
“Goodwill” and “Salvation Army”
Source: Google Trends

41. +700%
Between October 2012 and March 2013, the
increase of organic searches for branded terms
“Goodwill” and “Salvation Army”
Source: Google Trends

42. Did Goodwill and Salvation Army see a spike in
foot traffic, sales or donations?
Source: Time

43. Not really.
Did Goodwill and Salvation Army see a spike in
foot traffic, sales or donations?
Source: Time

44. For the Sequel
Discoverability Is video being found by organic search, on-site search and referrals?
Format What can this video now do that existing text and images can’t do?
Voice
Is this something the customer can better talk about (reviews and
influence) or does the brand own the message (product or support)?
Placement
Where else can this play in the audience journey? Product pages,
support, social channels, offline?
Touch Points
Does the video or page contain interactive options to perform some
action?

45. Audience
Engagement
Conversions
Value

46. Audience
Engagement
Conversions
Value

47. Don’t let the story end.
This is just the beginning.
#7

48. Thank You!

49. YouTube Playbook: http://bit.ly/Y08nxH
YouTube Guides by Industry Type: http://bit.ly/Y08w4b
Reel SEO > Video Analytics Essentials : http://bit.ly/11ETbld
TheNextWeb YouTube Analytics 101: http://tnw.co/Y08M3b
YouTube Trends: http://bit.ly/Y80hmH
Further Resources