ROIKPIsMetrics
Things we can measure How we define success Attributable financial return
#WistiaFest / @philnottingham
We keep conflating these concepts
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Views
Engagement
Drop-off
Play rate
Re-watches
Annotation/CTA clicks
Shares
Embeds
Video Metrics
#WistiaFest / @philnottingham
More Numbers ≠ More Better
#WistiaFest / @philnottingham
Typical Big Brand CMO
“We want a viral video!”
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An Impression in 2016…
Status: HTTP/1.1 200 OK
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‘Metrics help us adjust our strategy, but don’t define
success”
What is a good KPI for Video?
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Why do we use video at all?
#WistiaFest / @philnottingham
Benefits of video
Emotional medium
Can say a lot in a short space of time
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Video Moves People
“Meaningful Impression”A video view that moves your audience in
the direction of more money
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Universal Video KPI
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Emotional State Change +
Minimum Viable Conversion
Universal Video KPI
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KPI Requirements
The feeling you want to elicit
The smallest positive next action
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KPI Requirements
The feeling you want to elicit = Creative Goal
The smallest positive next action = Marketing Goal
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Measuring Emotional State Change
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Emotional State Change = Discrete
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#WistiaFest / @philnottingham
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#WistiaFest / @philnottingham
Measuring Minimum Viable Conversions
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• 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
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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.
ROIKPIsMetrics
Things we can measure How we define success Attributable financial return
#WistiaFest / @philnottingham
Metrics
#WistiaFest / @philnottingham
KPIs
#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
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MVC 2. Subscribe
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MVC 2. Subscribe
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MVC 3. Share
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MVC 4. Like/Comment
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MVC 5. Click a link
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#WistiaFest / @philnottingham
Pick the MVC most relevant to your content & goals with YouTube
#WistiaFest / @philnottingham
ROI
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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
#WistiaFest / @philnottingham
Metrics
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
KPIs
#WistiaFest / @philnottingham
Emotional State Change +
Minimum Viable Conversion
#WistiaFest / @philnottingham
#WistiaFest / @philnottingham
ROI
#WistiaFest / @philnottingham
“Measuring ROI from Facebook is extremely
difficult”
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#WistiaFest / @philnottingham
#WistiaFest / @philnottingham
Metrics
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Wistia Google Analytics Dashboard
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Wistia Google Analytics Dashboard
wi.st/video-dashboard
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KPIs
#WistiaFest / @philnottingham
Emotional State Change +
Minimum Viable Conversion
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A/B TestEmotional
State Change
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Tangible
Intangible
MVCs for Wistia
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Tangible Goals
Traffic Acquisition
Lead-gen
Conversion
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Tangible Goals
Traffic Acquisition
Lead-gen
Conversion
New Visitor
#WistiaFest / @philnottingham
#WistiaFest / @philnottingham
Tangible Goals
Traffic Acquisition
Lead-gen
Conversion
New Visitor
Turnstile Submission
#WistiaFest / @philnottingham
#WistiaFest / @philnottingham
Tangible Goals
Traffic Acquisition
Lead-gen
Conversion
New Visitor
Turnstile Submission
User moves to next step in funnel
#WistiaFest / @philnottingham
#WistiaFest / @philnottingham
Intangible Goals
Support
Education
#WistiaFest / @philnottingham
Intangible Goals
Support
Education
Engagement
Engagement
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ROI
#WistiaFest / @philnottingham
“If you can measure ROI effectively, you can make
smarter creative investments”
#WistiaFest / @philnottingham
WARNING
“How much money did this video make us?”
#WistiaFest / @philnottingham
#WistiaFest / @philnottingham
ROI ≠ Business Value
#WistiaFest / @philnottingham
ROIKPIMetrics
Use these to improve campaign performance
Track this to see opportunity for big investment
Use this as your main measure of success