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.

(Click to see larger version)

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.

(Click to see larger version)

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.

(Click to see larger version)

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.

(Click to see larger version)

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.

(Click to see larger version)

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.