As most people are looking at Facebook few are looking at Youtube. If we were to compare Facebook and Youtube, Facebook would be a sports car and Youtube would be a luxury SUV.  Facebook is growing fast and everyone loves to look at sports cars.  However, YouTube can easily be more valuable, and when truly inspected from bumper to bumper one realizes a luxury car will get you where you need to be comfortably and reliably.

Why do I say that?  Well no one is talking about Youtube these days.  Even after Old Spice releases an amazingly viral campaign that brings sales up 106%! That is huge and yet few people mention Youtube as the vehicle to that success.  Not to mention the tracking they had to do to measure the success of their investment.  What is the lifetime of the videos? How much traffic comes from Youtube? Which videos are liked/hated? And interestingly enough, what are my competitors doing?

The Data:

Jeremy Anderson wrote a blog post about what can be done on a high level. In this part I am going to dive into what you can get with the “Channel Measurement and Optimization” piece of Jeremy’s post.

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The small image above is a ranked report of videos and all the metrics we pull in for each video.  This report will help you understand which videos are most popular, which videos are driving the most interactions (comments, ratings, ect) and much more.

Explanation of each metric:

Ratings - Total number of ratings for this video

Comments – Total number of comments for this video

Views – Total number of views for this video

Favorited – Total number of times this video was favorited

Rating – The rating of this video (out of 5)

Ratings Difference – The number of new ratings for the report period

Comments Difference – The number of new comments for the reporting period

Views Difference – The number of new views for the reporting period

Favorited Difference – The number of new favorites for the reporting period

First thing you will notice is the duplication in metrics.  Once you understand the reporting benefits then you will see why I decided to build the solution this way.

The first report that you will want to look at is the trended views.

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This report is simple, the total views are uploaded every day so you can see how the totals are trending over time.  Now let’s say you want to dive deeper into this report to learn more about the lifetime of your videos.

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You can look at the views difference metric.  This metric will help you to understand the more volatile daily changes in views. For example in the above report you can see that on Saturdays the “How to make Bento” video spikes in popularity.

So you can see all the data for your videos but the solution does not end there.  We also pull in the metrics for your channel.

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The above report is the trended subscribers to the channel.  Imagine how you can use these reports to get indicators to how successful your youtube campaigns are!

I feel like an infomercial saying this, but there is even more that you get with the integration.  You can track more than just your channel, you can track your competitors channels and videos.

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And that’s not all ( LOL )

Jeremy Anderson also mentioned an “Engagement” part of integrating with Youtube. In the engagement part, you can add an image beacon to the page of your channel to get traffic metrics for your channel.  Then you will be able to report on traffic coming from Youtube and how they came to your channel page and pathing from your Youtube channel to your site and back!  That is powerful data that will give you great insight into your social media ventures.

If you would like more information about this solution go to the Engineering Services Solution Portal where you can find documents for this and other solutions.

If you are interested in taking the next steps towards getting this solution you can contact your account manager and they will help you get started.

Other posts you might be interested in:

As always, post your comments or e-mail me at pearcea (at) adobe.com.  It is your comments and e-mails that keep me posting and give me ideas for future posts.

9 comments
WOM 2011
WOM 2011

Great post! Can you please give me a hint on how can I setup it up in Omniture (We are using Sitecatalyst 14)? Thanks!

Difrint
Difrint

I've burned up most of my custom variables on my main report suite, but would like to create a Social/Video report suite for Facebook and Youtube. Do I get to reuse my custom variables on my new report suite - or are they frozen based on how I allocated them on my main report suite? (Thanks)

Sydney Shore
Sydney Shore

I agree, although Facebook is what most people tend to talk about, Youtube is a more accessible medium, as it doesn't tend to have a definitive niche. A popular video can easily gain traction of millions of views in just over a few hours, that's a pretty impressive advertising tactic right there

Adam Greco
Adam Greco

Pearce - One of our main requirements is to see if people who view YouTube Videos on our YouTube Channel come back to our site at some point later and convert. Is there any way to do that with this new solution? Is there any way to somehow pass Omniture Visitor ID's? Thanks!

VaBeachKevin
VaBeachKevin

What SiteCatalyst elements are needed for this? Taking a look at the images I would guess 1 eVar and about 5 events? Are all the difference metrics Custom metrics?

Pearce Aurigemma
Pearce Aurigemma

The quickest advice I can give is to use the Zend Framework to pull down the information from YouTube. Then insert the channel and video names into evars then all the metrics into events. You might have to get the delta of some totals metrics for more standard metrics. If you are looking for more help we can setup a consulting engagement and I can give you more specific help for your situation.

Pearce Aurigemma
Pearce Aurigemma

@Difrint Great question, and the simple answer is a new report suite has a whole set of new variables for you to use. There is one concern that you will want to pay attention to. If you have a global report suite ( a report suite that you send data from many other report suites into) then there may be an issue if you are tracking, for example, twitter authors in an evar on one report suite and ages in the same evar on another report suite. So the basic advice I am giving you is to make sure you don't use the new report suite you are creating in a global report suite.

Pearce Aurigemma
Pearce Aurigemma

@Adam Greco Yes, you can embed a image beacon on your YouTube channel. The biggest concern is that it will inflate your metrics for your site as there will be many visitors that watch a video on YouTube and don't go to your site.

Pearce Aurigemma
Pearce Aurigemma

@VaBeachKevin I use 3 evars and many events (depends on the implementation) for the API data. I put all the data into a new report suite so I generally don't care about using too many variables. Yes all the different metrics are custom mentrics.