The Rise of Video Analytics

Marketers have fallen in love with online video as the newest advertising medium. And while it is projected to drive huge growth in this area during the coming years, the industry currently lacks proven best practices for measuring online videos, a critical step for proving the overall value of online video.

In our recent newsletter, we discussed the types of KPIs needed for taking action on video analytics (Basic, Engagement and Distribution) and the analytics tools used to measure video.

I would like to hear from you about what approaches have been used to make video analytics actionable for your organization. Please take a moment to participate in a brief survey about the type of video analytics tools you use and the KPI’s that you have found most actionable. I will reveal the findings in a future blog post.

Josh Manion
Chief Executive Officer
Stratigent, LLC

8.8.08 Catching the Olympic Spirit – It isn’t just web analytics any more, it’s marketing

Two noteworthy items hit the press recently – both involving the role of web analytics in tracking and measuring Olympic coverage online. Web analytics has clearly become an integral function within the marketing department.

The first article, from the Wall Street Journal, discusses NBC’s strategy for demonstrating that the $894 million spend on the Olympics was a wise decision. NBC is pursuing an ambitious plan to publish a daily Total Audience Measurement Index (TAMI) which measures viewership across NBC’s entire channel for delivering Olympic coverage. This includes television, online, mobile and video on demand content. Omniture, a long-time Stratigent partner, will be providing the web analytics portion of the measurement.

While all the advertisement spots for this year’s Olympics have been sold, the information gathered will be used to negotiate ads for the 2010 Winter Olympics in Vancouver.

In another recent press release, China Central TV announced they will be using WebTrends to track their online video and other web content during CCTV.com’s extensive coverage of the games. Their goal is to offer customized content for a more relevant and engaging experience. For example, viewers receive highlights or scores of their preferred sporting events throughout the games as well as notifications of upcoming events. This is the third year that WebTrends, another member of the Stratigent partner network, has supported the Olympics’ efforts through the use of their solutions.

The articles show how web analytics, when integrated with other marketing functions, provide the data necessary for making better, more informed decisions. Share with us your story on how web analytics is changing your business or is becoming an everyday part of measuring your success.