Sailing_compassThis post is part of an on-going series on video mea­sure­ment tips, tricks and best practices.

Site­Cat­a­lyst pro­vides an ocean’s-worth of data, but find­ing your way to the best analy­sis can be a chal­lenge.  For video mea­sure­ment, a few key met­rics can be a com­pass to guide you towards analy­sis gold.  In my last post I cov­ered how to set-up your video vari­ables within Site­Cat­a­lyst, which will pro­vide you with the basic video reports avail­able in the Video menu.  Today I’m going back to the ideas from my first post to look at met­rics that can help you ana­lyze video con­sump­tion in the con­text of your larger on-line strategy.

Expert data ana­lysts are sto­ry­tellers who weave pieces of data together to cre­ate under­stand­ing and reach con­clu­sions. The most pow­er­ful sto­ries around video have a few cen­tral themes: how much video was con­sumed (video views and video time spent), who watched it (visitors/visits), and why they watched it (con­text).  Play­ing a video requires more par­tic­i­pa­tion than sim­ply load­ing a web page, lead­ing to a gen­er­ally held belief that watch­ing videos indi­cates the user val­ues the con­tent and thus the brand.  Mar­ket­ing that increases video con­sump­tion is seen as being more suc­cess­ful than mar­ket­ing that does not.  These beliefs influ­ence the type of analy­sis done with video metrics.

Selected Met­rics

Suc­cess events count the num­ber of times some­thing occurred and are a great start­ing place for build­ing your analy­sis.  For video there are four basic met­rics:  video views (also known as video starts or stream starts), video time viewed (recorded in sec­onds of video watched), vis­its, and vis­i­tors.  These four met­rics pro­vide the count for how much video was con­sumed and how many peo­ple consumed it.

Along with these four met­rics, I sug­gest the fol­low­ing five addi­tional cal­cu­lated met­rics , all of which can be built with the Cal­cu­lated Met­ric Editor:

- Video Views per Vis­it: [Video Views]/[Visits]

- Video Views per Vis­i­tor: [Video Views]/[Unique Visitors]

- Video Time per Vis­it: [Video Time]/[Visits]

- Video Time per Vis­i­tor: [Video Time]/[Unique Visitors]

- Video Time per Video View: [Video Time]/[Video Views]

video-metrics-2These five cal­cu­lated met­rics pro­vide aver­age con­sump­tion by aver­age time per video and by visit and visitor. Creating aver­age met­rics removes the vari­abil­ity of vol­ume when com­par­ing items, allow­ing for a more bal­anced look at con­sump­tion regard­less of pop­u­lar­ity.  For exam­ple, if you are com­par­ing a very pop­u­lar video where users drop out after the first 30 sec­onds to a less pop­u­lar video where users watch for 5 min­utes, then look­ing at video time divided by vis­i­tor will put both videos on equal foot­ing and allow you to see which video drove the most time spent.

In addi­tion to these met­rics you may also want to con­vert your Video Time met­ric from sec­onds to either min­utes or hours.  For instance, you could cre­ate a cal­cu­lated met­ric Video Min­utes per Vis­i­tor using the for­mula ([Video Time]/60)/[Unique Vis­i­tors].  Make sure you label your cal­cu­lated met­rics so they are easy to understand.

In any given report, you won’t want to use all of these met­rics, but these met­rics together will form the com­mon lan­guage for explor­ing video con­sump­tion and video influ­ence.  In the reports below, the data shown is fake data gen­er­ated within a sam­ple report suite and does not nec­es­sar­ily indi­cate nor­mal trends in video con­sump­tion.  Let’s take a look.

Video Con­text

There is a good chance that your com­pany is adver­tis­ing on other web­sites, social net­works, or search engines and that you are already track­ing vis­its gen­er­ated by these cam­paigns using our cam­paign track­ing tools.   With the addi­tion of video mea­sure­ment, you can now see which ad cam­paigns drove the most video con­sump­tion.   Sim­ply bring up a cam­paign report and then bring in your video met­rics.  For this exam­ple I’m using the vis­its met­rics because I want to see the influ­ence of cam­paigns at the visit level, and I’m using a clas­si­fi­ca­tion of my cam­paign ID that tells me what mar­ket­ing chan­nel the cam­paign is in.  As you can see, email and paid search drove the most video con­sump­tion, and paid search showed a lit­tle higher aver­age video time than email.

video-campaign-2

 

Nat­ural traf­fic pat­terns, beyond cam­paigns, pro­vide insight into what brought users to your site and can indi­cate where to spend future mar­ket­ing dol­lars.  With the addi­tion of video met­rics, a sim­ple refer­ring domains report can point towards refer­rers that yield more valu­able video vis­its.  For the next sam­ple report, I am again using the vis­its met­rics because I want to see the influ­ence of the refer­ring domain over the course of each visit.  As you can see below, even though direct refer­rers gen­er­ate the most video views, Google and Yahoo vis­its had a much higher aver­age video view per visit, indi­cat­ing that vis­its from those search engines drove more video con­sump­tion and thus more value.

video-referrers-2

 

If you’ve imple­mented video mea­sure­ment on a mobile web­site or a mobile app, exam­in­ing the mobile device type report with the video met­rics can indi­cate which devices lend them­selves to more engaged video vis­i­tors.  For this sam­ple report I’m using the vis­i­tor met­rics because I want to see the life­time engage­ment for vis­i­tors on each device.  This data shows that mobile phones and tablets drive a slightly higher video time watched value than other devices; how­ever, all mobile devices yield a sim­i­lar aver­age videos viewed, which may mean that the mobile expe­ri­ence is pretty con­sis­tent across device types.

video-device-types-2

 

My final sam­ple report looks at vis­i­tor demo­graph­ics by bring­ing in the GeoSeg­men­ta­tion data.  This report will work the same for other demo­graphic data you may be col­lect­ing.  Again I’m bring­ing in the vis­i­tor met­rics because I want that life­time view of user behav­ior.  This sam­ple report shows very flat con­sump­tion across geo region, though with your data you may find that cer­tain regions show a pref­er­ence towards videos. This may lead you to fur­ther analy­sis, teas­ing out the rea­sons for the dif­fer­ences across regions.

video-goesegmentation-2

 

Video Seg­men­ta­tion

Cre­at­ing video seg­ments within SiteCatalyst15 can help you fur­ther explore the influ­ence of video and the value of video vis­its and vis­i­tors.  Using the Seg­ment Def­i­n­i­tion Builder, I sug­gest build­ing four seg­ments: Video Vis­its, Non-Video Vis­its, Video Vis­i­tors, and Non-Video Vis­i­tors.  The graphic below shows how I built out these four seg­ments, uti­liz­ing the Include and Exclude func­tion­al­ity of the Seg­ment Builder.

video-segments-2

Site­Cat­a­lyst Dash­boards sup­port mul­ti­ple seg­ments within one dash­board.  Using the seg­ments above, you can build a com­par­i­son report which explores how site behav­ior dif­fers between video vis­i­tors and non-video vis­i­tors.  For exam­ple, in my sam­ple dash­board you can see that video vis­i­tors spent more time on the site over­all than non-video visitors.

video-visitor-dashboard

Video Mea­sure­ment Summary

Over the course of these five posts, I hope that I’ve brought more clar­ity to video mea­sure­ment from plan­ning through analy­sis and that I’ve shown some of the value of adding video mea­sure­ment to your sites and apps.  In my future posts I will con­tinue to write about video mea­sure­ment, shar­ing details on spe­cific imple­men­ta­tions and dis­cussing advanced mea­sure­ment strategies.

 

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