Video is a highly effective tool in your online marketing arsenal and one that you might already using. According to Dr. James McQuivey of Forrester Research, a one minute video is worth 1.8 million words. With that kind of impact, it’s easy to see why online video has grown so quickly over the past several years.
But how do you know how effective your videos really are?
If you’re investing time and money into something, you probably want to know how well it’s working, right? What many people might not realize is that analytics tools, like Adobe and Google, enable you to collect usage data on videos just like any other type of online content. This means you can effectively gauge which videos are impacting your audience and which aren’t.
How granular can we get?
The next question you’re probably asking yourself is, “How granular can this data be?” At the most basic of levels we’re able to tell when a user plays and completes a video and what the name of that video is.
But, what if the user doesn’t watch the entire video?
That’s where segments come into play. You can collect data at different percentage segments of the video, such as: 25%, 50%, 75%, etc. This means that as the video plays, tracking will occur at each of those intervals, showing you how much of the video the user actually watched. You can even see how long each of the segments was.
What if I utilize multiple platforms to deliver videos?
Data can be correlated to most of the services out there, letting you know whether the video played was on YouTube, Vimeo, your own hosted HTML5 player, etc.
The bottom line
If online video is part of your marketing strategy, then video tracking should be as well. Furthermore, as you start to understand the impact of video, you can create custom metrics to ensure you continue to measure the impact of video on driving key performance indicators for your business.
Numeric often helps clients to assess what metrics are actionable and important to their business and from there, we create solutions to enable that vision. Often times, just implementing basic video tracking will reveal important insights to the business. If you want to learn more just send us an email, [email protected].
