Video is the fastest growing form of web content, and by far the most popular on mobile devices. How do you know if your video content is helping your marketing efforts? Marketers want to do more with video, but when you have limited resources to invest, you want to maximize impact. Experts from Wistia discuss how.

1. 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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2. Chris Lavigne
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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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3. Casey Henry
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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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4. About Wistia
Wistia is professional video hosting with
analytics and video marketing tools.
!
!
Hosting over 4 million videos
110,000 customers hosting videos
Based in Cambridge, MA
Founded in 2006
30ish employees
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5. Measuring Quality, Relevance, and Clarity
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6. Measuring Quality, Relevance, & Clarity
Qualitative Feedback
- Have beta users prescreen your video for feedback on message and
clarity.
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- Make sure your beta users are a mix of super fans and normal users.
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- Gut check!
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7. Measuring Marketing Goals with Video
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8. Brand Awareness
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9. Measuring Brand Awareness
View Count
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11. Measuring Brand Awareness
View Count!
Play Rate
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12. Play Rate Calculation
Number of Plays!
Loads of Video
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13. Measuring Brand Awareness
View Count!
Play Rate!
Site Metrics
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14. Site Metrics
Time on Page!
Bounce Rate!
New/Returning Visitors!
Overall Site Traffic
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15. Measuring Brand Awareness
View Count!
Play Rate!
Site Metrics!
Qualitative Feedback
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16. Customer Conversion
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17. Measuring Customer Conversion
Video Conversions
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18. Video Conversions
What is Your Conversion?!
Email Addresses!
Sign Ups!
Shares!
Additional Pageviews/Sessions
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19. Measuring Customer Conversion
Video Conversions!
Conversion Play Rate
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20. Conversion Play Rate
Percent of conversions
playing a video on your site
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21. Measuring Customer Conversion
Video Conversions!
Conversion Play Rate!
Conversions Engagement
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22. Conversion Engagement
Measure the amount of
engagement with customers
who have converted
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23. Conversion Engagement
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24. Audience Education
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25. Measuring Audience Education
Video Engagement
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26. Video Engagement
Percent of the video that
the visitor have watched.
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27. Video Engagement
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Looks like most visitors are leaving before 30 seconds

28. Measuring Audience Education
Video Engagement!
Video Conversion
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29. Measuring Audience Education
Video Engagement!
Video Conversion!
Audience Retention
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30. Audience Retention
Measure the number of
plays for returning visitors
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31. Measuring Audience Education
Video Engagement!
Video Conversion!
Audience Retention!
Qualitative Feedback
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32. Thought Leadership
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33. Measuring Thought Leadership
Social Shares
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34. 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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35. Measuring Thought Leadership
Social Shares!
Comments
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36. Comments
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37. Comments
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38. Comments
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39. Measuring Thought Leadership
Social Shares!
Comments!
Conversations
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40. Conversations
Measure of the number of
emails, support requests, or
phone calls about the subject.
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41. Measuring Thought Leadership
Social Shares!
Comments!
Conversations!
Site Metrics
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42. Audience Engagement
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43. Measuring Audience Engagement
Video Engagement
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44. Measuring Audience Engagement
Video Engagement!
Completion Rate
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45. Completion Rate
Measure of the number of
people who viewed 100% of
your video.
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46. Completion Rate
Wistia Engagement Graph
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47. Measuring Audience Engagement
Video Engagement!
Completion Rate!
Play Rate
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48. Measuring Audience Engagement
Video Engagement!
Completion Rate!
Play Rate!
Site Metrics
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49. Talent Recruitment
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50. Measuring Talent Recruitment
Video Play Rate
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51. Measuring Talent Recruitment
Video Play Rate!
Talent Conversion
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52. Talent Conversions
Use analytic packages to measure
video views and applications.
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53. Analytic Integrations
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54. Google Analytics is your Friend!
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55. Cohort Based on Play Events
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56. Gender Cohort Events

57. Referrer Play Events
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58. Continent Play Events
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59. Event Based Cohorts
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60. Google Analytics Events & Video
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61. Most Video Providers Have Solutions
YouTube!
http://bit.ly/youtube-events
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Wistia!
http://bit.ly/wistia-events
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Vimeo!
http://bit.ly/vimeo-events
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62. Measurement Trust and Shareability
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63. Measuring Trust & Shareability
Humanizing
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64. Measuring Trust & Shareability
Humanizing!
Thought Leadership
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65. Measuring Trust & Shareability
Humanizing!
Thought Leadership!
Time Conscious
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66. Apply Your Findings
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67. Applying Your Findings
Measuring is Step One
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68. Applying Your Findings
Measuring is Step One!
Apply to Next Video
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69. Applying Your Findings
Measuring is Step One!
Apply to Next Video!
Replace Original Video if Needed
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70. Applying Your Findings
Measuring is Step One!
Apply to Next Video!
Replace Original Video if Needed!
Content Creation Ideas
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71. Engagement Spikes
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72. Engagement Spikes
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73. Applying Your Findings
Measuring 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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74. Additional Resources
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75. Additional Resources
The Wistia Guide to Video Metrics!
http://bit.ly/wistia-video-metrics
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Wistia’s Learning Center!
http://bit.ly/wistia-learn
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Wistia’s Blog!
http://bit.ly/wistia-blog
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76. Questions?
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