The Black Hole of Video Analytics

Eric McClatchy, Marketing Manager at Viddler
The Black Hole of Video Analytics
May 2014

@danielmcgaw
Join the conversation on Twi er
#KISSwebinar

@ericmcclatchy
Join the conversation on Twi er
#KISSwebinar

Dan McGaw - KISSmetrics - @danielmcgaw
!
Dan is the Director of Marketing at KISSmetrics, where he
get’s the opportunity to help the best marketers in the world
measure their marketing and business eﬀorts. Prior to
KISSmetrics, Dan was VP of growth at Code School, where he
helped the company grow to over 500k users and $400k+ in
monthly revenue.
Eric McClatchy - Viddler - @ericmcclatchy
!
As Marketing Manager at Viddler, Eric McClatchy leads
campaign management and marketing / sales automation.
Prior to joining Viddler, he has over 10 years of marketing and
information technology experience working for both Fortune
100 and small-medium businesses.

1 Why Video Analytics Ma er
2 The Black Hole of Video Analytics
3 How to get avoid the Black Hole
Table of Contents
4 Advanced video analytics reports and charts
5 Example experiments to improve video eﬀectiveness

The Purpose of Video Analytics
Video Analytics should be used to answer the 5 W’s:
!
• Who are your viewers?
• What videos are they watching?
• Why are they watching?
• Where are they watching?
• When are they watching?
• Bonus- How long are they watching?
?

Are you able to answer the 5 W’s based on the data below?

Video Views are like Social Media “Vanity Metrics”
Unless your business is entertainment,
views have li le to no connection to success.

Does this apply to your videos?
“Half the money I spend on advertising is
wasted; the trouble is I don't know which half.” 
!
— John Wanamaker

Video is too important to guess if its working
Video has a major influence on buying decisions
Retail site visitors who view video stay two minutes longer on average and are 64% more likely to
purchase than other site visitors. (Source: ComScore)
Video makes a powerful and lasting impression
80% of executives told Forbes that they watch work-related videos on business websites at least once a
week. 65% visit the marketer’s website a er viewing a video. (Source: Video Brewery)
Video is more engaging
Video a racts 2-3x as many monthly visitors, doubles time on site, and has a 157% increase in organic
traffic from search engines. (Source: MarketingSherpa)
Video can be time consuming and expensive to produce
A professionally produced videos can easily cost over $10,000. Even if you do it yourself, you should
track your production time. It is incredibly important to measure ROI of this type of effort.

Goal of Webinar
Learn how to determine if your videos are working!
(This feedback loop is essential to get be er at using video)

In this webinar you will learn how to….
• See the aﬀect videos have on leads and sales
• Determine how video impacts other website goals
• Continuously improve the eﬀectiveness of your videos
• Optimize your use of video on landing pages

The Black Hole of Video
Analytics

Did you know…
!
Most videos are like a black
hole to your website analytics.

Deﬁnition of a Black hole
“A black hole is deﬁned as a region of spacetime
from which gravity prevents anything, including
light, from escaping.” 
!
— Wald, Robert M. (1984). General Relativity. University of Chicago Press.

Most videos are like a black hole to your website analytics
Your web analytics can’t see what is going on inside of an iframe
Website
Analytics
Platform
Webpage
Video
Hosting
Provider
Video
Analytics
Website
Analytics
iframe

So why are iframes like Black holes?
Deﬁnition of an iframe
“An iframe (Inline Frame) is an HTML document
embedded inside another HTML document on a website. ” 
!
— h p://whatis.techtarget.com/deﬁnition/IFrame-Inline-Frame
An iframe is like a Window to another website
but a black hole to your website analytics

Why use a Video Hosting Provider?
Constantly changing standards (HTML5) and ﬁle formats
that need to be supported (.mov, MPEG-4, .wmv, etc…)
Support playability across all browser, OS, and devices:
• Popular browsers (IE, Chrome, Firefox, Safari)
• Operating systems (MS Windows, MacOSX, Linux)
• Tablet and Mobile Devices (iOS, Android)
Content Delivery Networks (CDN’s) are necessary to
ensure that your videos play fast across the globe which
can be diﬃcult to setup and maintain.
Website hosting providers may force you to move or
upgrade if if you are streaming video directly from their
servers.

Integrate your website and video analytics into a
Single Powerful Reporting Tool.
Website
Analytics
Platform
Webpage
iframe
Video
Analytics
Website
Analytics

Send Video Events to your Website Analytics
Get a complete picture of what happens before, during, and a er the video is viewed.
!
!
!
!
!
!
!
Webpage with Video
Send Video Events to your
website Analytics
Webpages visited a er
video played
Before During A er
“Events are user interactions with content that can be
tracked independently from a web page or a screen load. ”
— h ps://support.google.com/analytics/answer/1033068?hl=en

Setup Event Tracking for Videos
!
!
!
!
!
1) Install Event Listener (Catcher)
2) Setup Unique Event (Pitcher)
• Category
• Action
• Labels
• Values
!
Event
Event Listener
Common Video Event Actions:
• Plays
• Pauses
• Completions

Look at the Possibilities…
!
!
!
!
h p://www.w3.org/2010/05/video/mediaevents.html

Technical Setup
This is what your website admin or developers need to install to setup video event tracking.
If you are using a 3rd party video service, you may need assistance to setup and customize.
!
!
!
Google Analytics Example:
<script type="text/javascript">
var _gaq = _gaq || [];
_gaq.push(['_setAccount', 'UA-XXXXX-X']);
_gaq.push([‘_trackPageview']);
!
(function() {
var ga = document.createElement('script'); ga.type = 'text/javascript';
ga.async = true; ga.src = ('h ps:' == document.location.protocol ? 'h ps://
ssl' : 'h p://www') + '.google-analytics.com/ga.js';
var s = document.getElementsByTagName('script')[0];
s.parentNode.insertBefore(ga, s);})();</script>
!
gaq.push(['_trackEvent', 'Videos', 'Play', ‘Video Name’]);
!
h ps://developers.google.com/analytics/devguides/
collection/gajs/eventTrackerGuide
!
!
KISSmetrics Example:
<script type="text/javascript">
var iframe = $('#player1')[0],
player = $f(iframe),
!
// TODO: The only piece of the code to modify is the video name.
var videoName = "Sample Video";
player.addEvent('ready', function() {
player.addEvent('play', function(){
!
kmq.push(['record', 'Played Video - ' + videoName]); });
!
h p://support.kissmetrics.com/how-tos/tracking-
video.html
Step 2

LOG IN WITH GOOGLE
Start Your Free KISSmetrics Trial

Advanced video analytics
reports and charts

Ready for some Examples?
• The following screenshots and charts were created using Viddler’s
video analytics that were integrated into Google Analytics.
• The data was captured over a 6 month period and from a sample size
of over 50,000 video events
• These videos were primarily marketing, sales, and support related
videos that were embedded on viddler.com for clients and prospects.

Set up meaningful video events as goals

Make sure to have a mix of conversion goals as well

Use Filters to link Goals and Events

Video Performance by Webpage
Ever embed your videos on multiple pages and wonder if they perform diﬀerent?
Now you can know with certainty how the video is performing in each page.

See the connection between video events and pages

See which Channels product the most engaged visitors

Segment visitors by those who play videos
Visitors who click the play bu on can have signiﬁcant diﬀerences
in their behaviors and characteristics than those who don’t.

When Videos get played
Ways to use this data:
• Adjust your Sale and Support staﬀ hours to match your viewers most popular times.
• Marketing can use to improve eﬀectiveness of campaigns
Sunday'
13%'
Monday'
18%'
Tuesday'
15%'
Wednesday'
13%'
Thursday'
15%'
Friday'
15%'
Saturday'
11%'
Plays by Day of Week
12:00 AM!3:00 AM! 6:00 AM! 9:00 AM!12:00 PM!3:00 PM! 6:00 PM! 9:00 PM!
VideoPlays
Time of Day (EST)!
Plays by Time of Day

Video Plays by Browser
Improve eﬀectiveness of your development and testing team:
• Develop for the most popular browsers
• Test for the most common versions of the browsers
IE 8!
38%!
IE 11!
25%!
IE 9!
18%!
IE 7!
15%!
IE 10!
4%!
MS Internet Explorer Versions
Internet
Explorer!
41%!
Chrome!
36%!
Firefox!
15%!
Safari!
6%!
Other!
1%!
Web Browser Type

Video Plays by Operating System
Improve eﬀectiveness of your development and testing team:
• Develop for the most popular operating systems
• Test for the most common versions of operating systems
Windows
79%
Macintosh
20%
Linux
1%
Operating Systems
7
58%
XP
24%
Vista
10%
8
5%
8.1
3%
MS Windows OS versions

Screen Resolution of Video Plays
Optimize for your viewer’s screen size:
• What quality video should you upload?
• What quality of video should you deliver?
• Examples- 360p for Mobile vs 1080p for HD Monitors

Example experiments to
improve video eﬀectiveness

Typical viewer engagement
Video Player Events
0.0%
25.0%
50.0%
75.0%
100.0%
Load Play 50% Complete Pause 25% Complete 75% Complete 100% Complete
7.1%
9.7%
11.9%12.8%14.9%
29.7%
100.0%

Test Diﬀerent Thumbnails
!
Improve Play Rate
Version A Version B

Test Diﬀerent Page Layouts
!
Improve Conversion Rate
Version A Version B

Does diﬀerent copy on page aﬀect the play and conversion rate?
!
Webpage Copy
Version A Version B

Questions?
Eric McClatchy
Marketing Manager
Viddler
@ericmcclatchy
eric@viddler.com
Dan McGaw
Director of Marketing
KISSmetrics
@danielmcgaw
dan@kissmetrics.com

THANK YOU
Eric McClatchy
eric@viddler.com

The Black Hole of Video Analytics

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