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.

6 comments
Eugen
Eugen

Hey Jeremy, what do you mean with :"This allows the marketer to tie specific videos to other conversion events." ? Is it possible to track what website a user visits after he watched a specific video? Do you have more Information about youtube tracking? Thanks Eugen

Mike
Mike

Hey! Great article. Do you know how to insert the data from the YouTube API into SiteCatalyst and/or Insight? Thanks!

J
J

Hi Jeremy, that's great. Where do I go in the admin to configure this at? I don't see it when I login anywhere?

Jeremy Anderson
Jeremy Anderson

This is something you can start now. We have several clients already using it!

JR Howden
JR Howden

Excellent post, thx - Is this something I can config now or is Part 2 necessary?

Ankit
Ankit

Gr8 Post Jeremy...Looking forward for Part 2 Ankit