Get the Truth out of Your Video Analytics
When is a view a view? What’s an impression? Is it OK to call an impression a view? What drop off rate is acceptable?
It’s estimated that 85% of social media campaigns can’t determine their return on investment. “I got 3,000 views.” Woo hoo – but how do you know if you are getting value for your money? What number of sales, conversions or new subscriptions did you get? This becomes very important when you’re paying for clicks.
Mediapost reported that Facebook was sued for click fraud by several marketers including Steven Price, who operated the car site drivedownprices.com. Price alleged that Facebook billed him for ads, despite analytics programs from Google and Statcounter reporting that around two-thirds of the clicks he was charged for did not take place.
B2B marketers should know exactly where content is running, whom it is reaching and whether it is achieving their goals. They also need insight that goes deeper than the fact that 55 people in Russia watched their video. They need to know what person at what company watched it. The technology is developing on platforms to see exactly what’s happening with your video. Granted, there’s still a lot to be done to integrate analytics together into an easily understandable interface, especially if campaigns run across several different platforms with data coming from different sources. Marketers are cobbling together pieces of different analytic and CRM programs to get the insight they need. You’ve got your platform data, perhaps EdgeRankChecker data and Google analytics. However, many marketers have never been given or seen this type of analytical data. Others just don’t have the time to decipher it and run their campaigns on gut instinct instead.
Live webinars are a little more straightforward to measure. You promote your event, ask viewers to register and get some insight from their registration details. If someone registers but doesn’t attend they have at least shown some interest. You can then measure viewer retention and attention span and assign points to others that attend but drop off early, stay for the whole event or perhaps participate, post comments or ask questions.
As a video content producer, your work is only half completed when the video or webinar is released. You then need to get your community and sales people engaged, marshal your experts to respond to feedback and questions that may arise from your content. You also need to look at and act upon the analytics. Why is everyone dropping off 1 minute and 10 seconds into the video? Maybe it’s a cue to edit out that person who gave an anemic performance on camera and may be doing you more harm than good. Perhaps most are watching on mobile devices where shorter video works better? Or why have many viewers repeatedly watched the segment half way through? Were you clear enough explaining this section? Is it a subject that could be developed in another program? Did your video get shared by many viewers? It still amazes me how many videos get posted without sharing options easily visible on the page.
Good analytics can be a goldmine of information. But to make use of that information marketers have to take the time and resource to study and comprehend what’s happening with their content.
You can hear more thoughts and best practices from Eamonn in his recent video, “B2B Video: How to Drive Audiences, Engagement & Insight.”