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 !

casey@wistia.com

Chris Lavigne!@crlvideo !

crl@wistia.com

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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. !

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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

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

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

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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