Originally delivered at WistiaFest 2016, Phil runs through the different numbers used in video measurement, looking at the common mistakes we make and how we can better use this numbers to quantify success

1. @PHILNOT TINGHAM

2. ROIKPIsMetrics
Things we can measure How we define success Attributable financial return

3. #WistiaFest / @philnottingham
We keep conflating
these concepts

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Views
Engagement
Drop-off
Play rate
Re-watches
Annotation/CTA clicks
Shares
Embeds
Video
Metrics

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More Numbers ≠ More Better

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Typical Big Brand CMO
“We want a viral video!”

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An Impression in 2016…
Status: HTTP/1.1 200 OK

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‘Metrics help us adjust our
strategy, but don’t define
success”

14. What is a good KPI for
Video?
#WistiaFest / @philnottingham

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Why do we use video at all?

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Benefits of video
Emotional medium
Can say a lot in a short space of time

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Video Moves People

18. “Meaningful Impression”
A video view that moves your audience in
the direction of more money
#WistiaFest / @philnottingham
Universal Video KPI

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Emotional State Change
+
Minimum Viable Conversion
Universal Video KPI

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KPI Requirements
The feeling you want to elicit
The smallest positive next action

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KPI Requirements
The feeling you want to elicit = Creative Goal
The smallest positive next action = Marketing Goal

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Measuring Emotional
State Change

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Emotional State Change = Discrete

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Measuring Minimum
Viable Conversions

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• Visit another page
• Watch another video
• Amplify (share/like)
• Timeline action
• Subscribe
• (All of the above)
MVCs
for Video

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Emotional State Change = Discrete
Minimum Viable Conversion = Continuous

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What about ROI?

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“ROI is measured by tying the
KPI to financial performance
(as much as possible)”

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(on-site & private sharing)
1.
2.
3.

33. ROIKPIsMetrics
Things we can measure How we define success Attributable financial return

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Metrics

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KPIs

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Emotional State Change
+
Minimum Viable Conversion

39. Emotional State Change
#WistiaFest / @philnottingham

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1. Watch another video
2. Subscribe
3. Share
4. Like/Comment
5. Click a Link (Annotation/
Card)
MVCs for
YouTube

42. MVC 1. Watch Another Video
#WistiaFest / @philnottingham

43. MVC 2. Subscribe
#WistiaFest / @philnottingham

44. MVC 2. Subscribe
#WistiaFest / @philnottingham

45. MVC 3. Share
#WistiaFest / @philnottingham

46. MVC 4. Like/Comment
#WistiaFest / @philnottingham

47. MVC 5. Click a link
#WistiaFest / @philnottingham

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Pick the MVC most relevant to
your content & goals with YouTube

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ROI

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Why Use YouTube at all?
• Reach from platform (Organic)
• Advertise to relevant people (paid)

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“Don’t send traffic to YouTube
if YouTube isn’t sending traffic
to you”

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Focus on view-through
conversions for paid campaigns

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Metrics

58. http://marketingland.com/whats-a-video-view-on-facebook-only-3-seconds-vs-30-at-youtube-128311

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“The number of impressions
is not the number of people
impressed”

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“The number of likes is not
the number of people who
like it”

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KPIs

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Emotional State Change
+
Minimum Viable Conversion

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ROI

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“Measuring ROI from
Facebook is extremely
difficult”

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Metrics

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Wistia Google Analytics Dashboard

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Wistia Google Analytics Dashboard
wi.st/video-dashboard

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KPIs

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Emotional State Change
+
Minimum Viable Conversion

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A/B Test
Emotional
State
Change

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Tangible
Intangible
MVCs for
Wistia

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Tangible Goals
Traffic Acquisition
Lead-gen
Conversion

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Tangible Goals
Traffic Acquisition
Lead-gen
Conversion
New Visitor

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Tangible Goals
Traffic Acquisition
Lead-gen
Conversion
New Visitor
Turnstile Submission

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Tangible Goals
Traffic Acquisition
Lead-gen
Conversion
New Visitor
Turnstile Submission
User moves to next
step in funnel

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Intangible Goals
Support
Education

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Intangible Goals
Support
Education
Engagement
Engagement

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ROI

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“If you can measure ROI
effectively, you can make
smarter creative investments”

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WARNING

95. “How much money did
this video make us?”
#WistiaFest / @philnottingham

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ROI ≠ Business Value

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98. ROIKPIMetrics
Use these to improve
campaign performance
Track this to see opportunity
for big investment
Use this as your main
measure of success