the black hole of video analytics- kissmetrics / viddler webinar
DESCRIPTION
Eric McClatchy, Marketing Manager of Viddler, presented a video analytics webinar for KISSmetrics. "The Black Hole of Video Analytics" prevents your ability to relate your video analytics to your website goals and metrics, severely limiting the insights your video analytics can bring. Topics Covered: - What is the "Black Hole" - How to Avoid the "Black Hole" - Advanced video reports and charts - Experiments to improve video effectivenessTRANSCRIPT
Eric McClatchy, Marketing Manager at Viddler
The Black Hole of Video Analytics May 2014
@danielmcgaw
Join the conversation on Twi!er
#KISSwebinar
@ericmcclatchy
Join the conversation on Twi!er
#KISSwebinar
Dan McGaw - KISSmetrics - @danielmcgaw !Dan is the Director of Marketing at KISSmetrics, where he get’s the opportunity to help the best marketers in the world measure their marketing and business efforts. Prior to KISSmetrics, Dan was VP of growth at Code School, where he helped the company grow to over 500k users and $400k+ in monthly revenue.
Eric McClatchy - Viddler - @ericmcclatchy !As Marketing Manager at Viddler, Eric McClatchy leads campaign management and marketing / sales automation. Prior to joining Viddler, he has over 10 years of marketing and information technology experience working for both Fortune 100 and small-medium businesses.
1 Why Video Analytics Ma!er
2 What is the “Black Hole of Video Analytics”
3 How to get avoid the Black Hole
Table of Contents
4 Advanced video analytics reports and charts
5 Example experiments to improve video effectiveness
Why Video Analytics Ma!er
The Purpose of Video Analytics
Video Analytics should be used to answer the 5 W’s: !
• Who are your viewers?
• What videos are they watching?
• Why are they watching?
• Where are they watching?
• When are they watching?
• Bonus- How long are they watching?
?
Are you able to answer the 5 W’s based on the data below?
Video Views are like Social Media “Vanity Metrics”
Unless your business is entertainment, views have li!le to no connection to success.
Does this apply to your videos?
“Half the money I spend on advertising is wasted; the trouble is I don't know which half.”!— John Wanamaker
Video is too important to guess if its working
Video has a major influence on buying decisions Retail site visitors who view video stay two minutes longer on average and are 64% more likely to purchase than other site visitors. (Source: ComScore)
Video makes a powerful and lasting impression 80% of executives told Forbes that they watch work-related videos on business websites at least once a week. 65% visit the marketer’s website a#er viewing a video. (Source: Video Brewery)
Video is more engaging Video a!racts 2-3x as many monthly visitors, doubles time on site, and has a 157% increase in organic traffic from search engines. (Source: MarketingSherpa)
Video can be time consuming and expensive to produce A professionally produced videos can easily cost over $10,000. Even if you do it yourself, you should track your production time. It is incredibly important to measure ROI of this type of effort.
Goal of Webinar
Learn how to determine if your videos are working!
(This feedback loop is essential to get be!er at using video)
In this webinar you will learn how to….
• See the affect videos have on leads and sales
• Determine how video impacts other website goals
• Continuously improve the effectiveness of your videos
• Optimize your use of video on landing pages
The Black Hole of Video Analytics
Did you know… !
Most videos are like a black hole to your website analytics.
Definition of a Black hole
“A black hole is defined as a region of spacetime from which gravity prevents anything, including light, from escaping.”!— Wald, Robert M. (1984). General Relativity. University of Chicago Press.
Most videos are like a black hole to your website analytics Your web analytics can’t see what is going on inside of an iframe
Website Analytics Platform
WebpageVideo
Hosting Provider
Video Analytics
Website Analytics
iframe
So why are iframes like Black holes? Definition of an iframe
“An iframe (Inline Frame) is an HTML document embedded inside another HTML document on a website. ”!— h!p://whatis.techtarget.com/definition/IFrame-Inline-Frame
An iframe is like a Window to another website but a black hole to your website analytics
Why use a Video Hosting Provider?
Constantly changing standards (HTML5) and file formats
that need to be supported (.mov, MPEG-4, .wmv, etc…)
Support playability across all browser, OS, and devices:
• Popular browsers (IE, Chrome, Firefox, Safari)
• Operating systems (MS Windows, MacOSX, Linux)
• Tablet and Mobile Devices (iOS, Android)
Content Delivery Networks (CDN’s) are necessary to
ensure that your videos play fast across the globe which
can be difficult to setup and maintain.
Website hosting providers may force you to move or
upgrade if if you are streaming video directly from their
servers.
How to avoid the Black Hole
Integrate your website and video analytics into a Single Powerful Reporting Tool.
Website Analytics Platform
Webpage
iframe
Video Analytics
Website Analytics
Send Video Events to your Website Analytics Get a complete picture of what happens before, during, and a"er the video is viewed.
!
!
!
!
!
!
!
Webpage with VideoSend Video Events to your
website AnalyticsWebpages visited a#er
video played
Before During A#er
“Events are user interactions with content that can be tracked independently from a web page or a screen load. ”
— h!ps://support.google.com/analytics/answer/1033068?hl=en
Setup Event Tracking for Videos !
!
!
!
!
1) Install Event Listener (Catcher)
2) Setup Unique Event (Pitcher)
• Category
• Action
• Labels
• Values
!
Event
Event ListenerCommon Video Event Actions:
• Plays
• Pauses
• Completions
Look at the Possibilities… !
!
!
!
h!p://www.w3.org/2010/05/video/mediaevents.html
Technical Setup
This is what your website admin or developers need to install to setup video event tracking.
If you are using a 3rd party video service, you may need assistance to setup and customize.
!
!
!
Google Analytics Example:
<script type="text/javascript"> var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-XXXXX-X']); _gaq.push([‘_trackPageview']); ! (function() { var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true; ga.src = ('h!ps:' == document.location.protocol ? 'h!ps://ssl' : 'h!p://www') + '.google-analytics.com/ga.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s);})();</script> !gaq.push(['_trackEvent', 'Videos', 'Play', ‘Video Name’]); !h!ps://developers.google.com/analytics/devguides/collection/gajs/eventTrackerGuide !!
KISSmetrics Example:
<script type="text/javascript"> var iframe = $('#player1')[0], player = $f(iframe), !// TODO: The only piece of the code to modify is the video name. var videoName = "Sample Video"; player.addEvent('ready', function() { player.addEvent('play', function(){ ! kmq.push(['record', 'Played Video - ' + videoName]); }); !h!p://support.kissmetrics.com/how-tos/tracking-video.html
Step 2
Advanced video analytics reports and charts
Ready for some Examples?
• The following screenshots and charts were created using Viddler’s video analytics that were integrated into Google Analytics.
• The data was captured over a 6 month period and from a sample size of over 50,000 video events
• These videos were primarily marketing, sales, and support related videos that were embedded on viddler.com for clients and prospects.
Set up meaningful video events as goals
Make sure to have a mix of conversion goals as well
Use Filters to link Goals and Events
Video Performance by Webpage
Ever embed your videos on multiple pages and wonder if they perform different?
Now you can know with certainty how the video is performing in each page.
See the connection between video events and pages
See which Channels product the most engaged visitors
Segment visitors by those who play videos
Visitors who click the play bu!on can have significant differences in their behaviors and characteristics than those who don’t.
When Videos get played
Ways to use this data:
• Adjust your Sale and Support staff hours to match your viewers most popular times.
• Marketing can use to improve effectiveness of campaigns
Sunday'13%'
Monday'18%'
Tuesday'15%'
Wednesday'13%'
Thursday'15%'
Friday'15%'
Saturday'11%'
Plays by Day of Week
12:00 AM!3:00 AM! 6:00 AM! 9:00 AM!12:00 PM!3:00 PM! 6:00 PM! 9:00 PM!
Vid
eo P
lays
Time of Day (EST)!
Plays by Time of Day
Video Plays by Browser
Improve effectiveness of your development and testing team:
• Develop for the most popular browsers
• Test for the most common versions of the browsers
IE 8!38%!
IE 11!25%!
IE 9!18%!
IE 7!15%!
IE 10!4%!
MS Internet Explorer Versions
Internet Explorer!
41%!
Chrome!36%!
Firefox!15%!
Safari!6%!
Other!1%!
Web Browser Type
Video Plays by Operating System
Improve effectiveness of your development and testing team:
• Develop for the most popular operating systems
• Test for the most common versions of operating systems
Windows 79%
Macintosh 20%
Linux 1%
Operating Systems
7 58%
XP 24%
Vista 10%
8 5%
8.1 3%
MS Windows OS versions
Screen Resolution of Video Plays
Optimize for your viewer’s screen size:
• What quality video should you upload?
• What quality of video should you deliver?
• Examples- 360p for Mobile vs 1080p for HD Monitors
Example experiments to improve video effectiveness
Typical viewer engagement
Video Player Events
0.0%
25.0%
50.0%
75.0%
100.0%
Load Play 50% Complete Pause 25% Complete 75% Complete 100% Complete
7.1%9.7%11.9%12.8%14.9%
29.7%
100.0%
Test Different Thumbnails !
Improve Play Rate
Version A Version B
Test Different Page Layouts !
Improve Conversion Rate
Version A Version B
Does different copy on page affect the play and conversion rate? !
Webpage Copy
Version A Version B
Questions?
Eric McClatchy Marketing Manager
Viddler @ericmcclatchy
Dan McGaw Director of Marketing
KISSmetrics @danielmcgaw
