using video analytics to measure effectiveness and set metrics for success

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Using Video Analytics to Measure Effectiveness and Set Metrics for Success Casey Henry @caseyhen [email protected] Chris Lavigne @crlvideo [email protected] 1

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Video is the fastest growing form of web content, and by far the most popular on mobile devices. How do you know if your video content is helping your marketing efforts? Marketers want to do more with video, but when you have limited resources to invest, you want to maximize impact. Experts from Wistia discuss how.

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Page 1: Using Video Analytics to Measure Effectiveness and Set Metrics for Success

Using Video Analytics to Measure Effectiveness and

Set Metrics for Success

Casey Henry!@caseyhen !

[email protected]

Chris Lavigne!@crlvideo !

[email protected]

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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.

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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. !

!

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About WistiaWistia 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

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Measuring Quality, Relevance, and Clarity

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Measuring Quality, Relevance, & ClarityQualitative 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!

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Measuring Marketing Goals with Video

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Brand Awareness

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Measuring Brand AwarenessView Count

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Measuring Brand AwarenessView Count!Play Rate

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Play Rate Calculation

Number of Plays!Loads of Video

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Measuring Brand AwarenessView Count!Play Rate!Site Metrics

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Site Metrics

Time on Page!Bounce Rate!

New/Returning Visitors!Overall Site Traffic

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Measuring Brand AwarenessView Count!Play Rate!Site Metrics!Qualitative Feedback

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Customer Conversion

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Measuring Customer ConversionVideo Conversions

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Video Conversions

What is Your Conversion?!Email Addresses!

Sign Ups!Shares!

Additional Pageviews/Sessions18

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Measuring Customer ConversionVideo Conversions!Conversion Play Rate

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Conversion Play Rate

Percent of conversions playing a video on your site

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Measuring Customer ConversionVideo Conversions!Conversion Play Rate!Conversions Engagement

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Conversion Engagement

Measure the amount of engagement with customers

who have converted

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Conversion Engagement

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Audience Education

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Measuring Audience EducationVideo Engagement

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Video Engagement

Percent of the video that the visitor have watched.

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Video Engagement

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Looks like most visitors are leaving before 30 seconds

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Measuring Audience EducationVideo Engagement!Video Conversion

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Measuring Audience EducationVideo Engagement!Video Conversion!Audience Retention

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Audience RetentionMeasure the number of

plays for returning visitors

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Measuring Audience EducationVideo Engagement!Video Conversion!Audience Retention!Qualitative Feedback

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Thought Leadership

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Measuring Thought LeadershipSocial Shares

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Social Shares

Quantity of Shares on Video URL!https://www.sharedcount.com/!

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Qualitative Analysis of Social Stream

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Measuring Thought LeadershipSocial Shares!Comments

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Comments

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Comments

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Comments

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Measuring Thought LeadershipSocial Shares!Comments!Conversations

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Conversations

Measure of the number of emails, support requests, or

phone calls about the subject.

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Measuring Thought LeadershipSocial Shares!Comments!Conversations!Site Metrics

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Audience Engagement

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Measuring Audience EngagementVideo Engagement

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Measuring Audience EngagementVideo Engagement!Completion Rate

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Completion Rate

Measure of the number of people who viewed 100% of

your video.

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Completion Rate

Wistia Engagement Graph

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Measuring Audience EngagementVideo Engagement!Completion Rate!Play Rate

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Measuring Audience EngagementVideo Engagement!Completion Rate!Play Rate!Site Metrics

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Talent Recruitment

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Measuring Talent RecruitmentVideo Play Rate

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Measuring Talent RecruitmentVideo Play Rate!Talent Conversion

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Talent Conversions

Use analytic packages to measure video views and applications.

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Analytic Integrations

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Google Analytics is your Friend!

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Cohort Based on Play Events

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Gender Cohort Events

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Referrer Play Events

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Continent Play Events

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Event Based Cohorts

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Google Analytics Events & Video

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Most Video Providers Have Solutions

YouTube!http://bit.ly/youtube-events !

Wistia!http://bit.ly/wistia-events !

Vimeo!http://bit.ly/vimeo-events

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Measurement Trust and Shareability

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Measuring Trust & ShareabilityHumanizing

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Measuring Trust & ShareabilityHumanizing!Thought Leadership

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Measuring Trust & ShareabilityHumanizing!Thought Leadership!Time Conscious

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Apply Your Findings

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Applying Your FindingsMeasuring is Step One

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Applying Your FindingsMeasuring is Step One!Apply to Next Video

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Applying Your FindingsMeasuring is Step One!Apply to Next Video!Replace Original Video if Needed

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Applying Your FindingsMeasuring is Step One!Apply to Next Video!Replace Original Video if Needed!Content Creation Ideas

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Engagement Spikes

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Engagement Spikes

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

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Additional Resources

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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

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Questions?

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