Video Analytics – How To Get It Done

Introduction to Web Video Analytics

As more people watch online video and more videos are uploaded for entertainment, advertising, sales support and training.  The ability to track user habits while interacting with those videos is becoming more important. This has lead to the creation of a whole new area of analytics called web video analytics with is designed to track and measure viewer interaction with online videos.

Web video analytics enables tracking on where the user first found the video, what they did when watching it (for example pausing, leaving, etc..).  It allows you to track viewing duration and any actions the viewer performs while watching the video.

For our purposes, a video includes a video stream, or embedded video. The video may be an advertisement, trailer, training video, television show or feature-length film.

Web video analytics is growing in importance in line with the exponential use of videos for everything from online product sales/support to video-based training.

What Are Web Video Analytics Tools used for?

It is desirable to monitor the following aspects of user video viewing habits:

How did the viewers find the video?

What sites did the video viewers come from?

How long a video was watched for?

Did they send the video link to a friend, and if so how, email, social network, other means?

Did the viewer watch overlayed ads?

Did they perform a click-through from the ad to make a purchase or request more information, or sign-up to follow the product or service?

Online/web video analytics tools are similar to those such as Google Analytics, used in general web analytics, but with some different/unique features specific to video tracking needs.

Every action that a viewer performs while watching a video online can be captured and analyzed precisely. Using any of the video metrics tools available.

So, by making use of web video analytics we can go some way towards determining how many viewers watched our video the whole way through; whether the video is too long and needs to be broken up into shorter segments; if people linked back to our video and shared it with their network.

All of this information can be used to improve our future video projects, even if it is not feasible to redo some of our existing video work. So it is definitely worthwhile investing time in setting up and learning how to use web video analytics to improve our video structure, content, and way we present our videos

There are many tools are available to manage your own video analytics.  But there is one that I like because its free, and to me that’s the best price as long as there some value that goes along with it.

In your YouTube account your going to need to go to your Video Manager.  In that section of the site you will see all your video’s listed as well as a coluom on the far right that shows the number of views each of your videos have had.  Click on the bar graph next to that number.

Now, the following page that comes up has a lot of different information on it, here is screenshot to show you what I am talking about.

If your familiar with the Google Analytics Tool your going to see that there are a great deal of things about the YouTube interface that were brought across from GA and that’s pretty cool because they are updating them both everyday to provide you with tons of great information.  The indicators that are shown will allow you to manage where you want your content to go.

For example, lets discuss the social media interaction that your video is getting.  The page will allow you to see how many likes and shares that your video is getting across the YouTube network.   This information is valuable because it means that the people that are watching are passionate about your content, or more specifically the subject, and they are involved with other people who share that same passion.  Knowing that those people are sharing your content within a community is a good thing.

Now you can simple expand on that particular topic even more to get more people to check out your videos and ultimately increase the traffic to your website because you were smart and put a link to it in your video description box right?

There are also several other cool indicators on the YouTube analytics page that you can use and really its all a matter of preference to as to how you use it.  There is no magic formula available because lets be frank we are dealing with people and as such its not an exact science.  But using the tools available to you will greatly increase not only your video views but your website traffic and sales over time.

Regards,

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