how to use metric based analytics to measure media
TRANSCRIPT
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To Measure Media Campaign Effectiveness
HOW TO USE
METRIC-BASED ANALYTICS
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FIRST THING’S FIRST:
What are my goals?
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• Brand awareness
• Provide information
• Increase conversions such as purchases or leads
What do I want my media to achieve?
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What do I need to
measure?
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Start With Views
• Played
• Viewed
• Traffic
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Then To Engagement
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• Social shares
• Comments
• Likes, pins, favorites, etc.
• Time on site
• Time played
• Bounce rate
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End With
Conversions
• Leads
• Downloads
• Purchases
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OKAY, SO YOUR COMPANY PROBABLY ISN’T A MAJOR FILM STUDIO…
AND JENNIFER LAWRENCE ISN’T STARRING IN YOUR VIDEOS.
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Where do I start?
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Place tracking codes on your
videos
Add event tracking Add URL tracking
IT’S MIGHTY DIFFICULT TO MEASURE
YOUR CAMPAIGN WITHOUT ANY
NUMBERS!
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Add social share buttons next to videos and images
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Publish videos on
your website
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Publish videos/images
to YouTube and social
networks
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How do I measure?
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• Analyticso Google
o YouTube
• Trackingo Code placed on your site
o Code attached to URLs you share
• Shareso AddThis
o ShareThis
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MEASURE USING
Google Analytics
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Events Overview
Analytics > Reporting > Behavior > Events > Overview
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Video Events
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Events Flow
Analytics > Reporting > Behavior > Events
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MEASURE USING
YouTube
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OverviewSee how your campaign is performing
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Demographi
cs
Identify which
audiences you
are currently
reaching.
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Playback
Locations
Identify where your
viewers are watching
your media.
Remember when we talked about views? You can see them here, too.
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Traffic
Sources
Identify how your
viewers are
getting to your
media.
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Devices
What technology
are your viewers
using to watch
your videos?
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Audience
Retention
Measure engagement
levels from your
viewers.
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Likes & Dislikes
How do viewers
receive your
campaign?
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Subscribers
Do you have any
fans?
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MEASURE USING
ShareThis
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Social Trends
Analyze sharing
engagement trends
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Social Quality
Track your media’s
online value with
Social Quality Index
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Jeremy, that’s your cue to
wrap it up and take a bow.
(Seriously. Stop talking, dude)