YouTube Measurement (Part 1)
With all the hype around Facebook and Twitter we often overlook the third most popular site on the web – Youtube (according to Alexa rankings). YouTube has evolved from collection of music videos and user generated content into a corporate friendly marketing channel. Several companies such as EA Games (Spore is a favorite of mine), Intuit, Visa, Microsoft and Toyota (with their extremely successful Sienna channel) all have successful YouTube marketing campaigns.
To help online marketers leverage their YouTube presence effectively, Omniture Consulting has released a YouTube Measurement and Optimization Solution.
The solution has three components:
1) Channel Measurement and Optimization – Statistics for a channel and videos of a channel (not just your own channel… hint hint!) are downloaded from the YouTube API and inserted into SiteCatalyst and/or Insight. Although this data is available through YouTube’s reporting, we have found that our clients don’t want to have to log into multiple reporting systems to compile their reports. Having all of the data in one place saves time and allows for the discovery of correlations between your YouTube and site data.
2) Engagement – Is YouTube influential in the conversion process? Does the YouTube channel make an effective landing page? How can I drive more traffic from my YouTube channel to my site in the hopes that they will convert? These are all questions that our clients are answering with this integration. This is accomplished with a tracking pixel added to the YouTube Channel which allows us to connect YouTube visitors (or Facebook or MySpace for that matter) to visitors on your site. You can now understand how visitors are interacting with your multiple online properties.
3) Channel Video Optimization– YouTube offers the ability to upload a custom player to the YouTube channel. That custom player can include our Video Measurement library (ActionSource) which gives access to all of our standard video reports. This allows the marketer to tie specific videos to other conversion events.
Thanks to Omniture’s Engineering Services for hosting and maintain the solution that interfaces with YouTube’s API.
Stay tuned for Part 2 of this post where we discuss common business questions regarding your YouTube Channel along with some sample reports. If you have any questions regarding this integration please contact your Account Manager.