Measuring Video Effectiveness - Wistiafest 2015

Video is good for business.

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Data

Measuring Video Effectiveness

Play Count

The Heatmap

The Engagement Graph

Hours Watched

Leap of faith

Turnstile

1.2 million emails collected

26% @ MIDDLE

25% @ START

49% @ END

Turnstile Location

24%16% 3.4%

Conversion Rate by Location

CONVERSION @ START

CONVERSION @ MIDDLE

CONVERSION @ END

0

10

20

30

40

50

Start

 0 - 1

0% 

10 - 2

0% 

20 - 3

0% 

30 - 4

0% 

40 - 5

0% 

50 - 6

0% 

60 - 7

0% 

70 - 8

0% 

80 - 9

0% 

90 -1

00%  End

Turnstile Conversion Rate by Location

2.3x

4.5x

Timeline Actions

Call to Action

Turnstile

Annotations

Faith

Data

Faith

Data

Better data makes it so success and failure are not black boxes.

We’re making a big investment in data.

Google Analytics Integration

Trends Page Update

The Data Team

Desktop plays 84%

Mobile plays 16%

50+% mobile16% mobile

0%

10%

20%

30%

40%

50%

60%

12 AM

1 AM

2 AM

3 AM

4 AM

5 AM

6 AM

7 AM

8 AM

9 AM

10 AM

11 AM

12 PM

1 PM

2 PM

3 PM

4 PM

5 PM

6 PM

7 PM

8 PM

9 PM

10 PM

11 PM

Desktop engagement by time of day

0%

10%

20%

30%

40%

50%

60%

12 AM

1 AM

2 AM

3 AM

4 AM

5 AM

6 AM

7 AM

8 AM

9 AM

10 AM

11 AM

12 PM

1 PM

2 PM

3 PM

4 PM

5 PM

6 PM

7 PM

8 PM

9 PM

10 PM

11 PM

Desktop engagement by time of day

39%51%

42%

0%

10%

20%

30%

40%

50%

60%

12 AM

1 AM

2 AM

3 AM

4 AM

5 AM

6 AM

7 AM

8 AM

9 AM

10 AM

11 AM

12 PM

1 PM

2 PM

3 PM

4 PM

5 PM

6 PM

7 PM

8 PM

9 PM

10 PM

11 PM

Mobile engagement by time of day

53%

0%

10%

20%

30%

40%

50%

60%

12 AM

1 AM

2 AM

3 AM

4 AM

5 AM

6 AM

7 AM

8 AM

9 AM

10 AM

11 AM

12 PM

1 PM

2 PM

3 PM

4 PM

5 PM

6 PM

7 PM

8 PM

9 PM

10 PM

11 PM

Mobile vs. Desktop Engagement

New & Returning Views

Returning plays 70%

New plays 30%

3.25 million plays

0

25,000

50,000

75,000

100,000

Sep-11

Nov-11

Jan-1

2

Mar-12

May-12

Jul-1

2

Sep-12

Nov-12

Jan-1

3

Mar-13

May-13

Jul-1

3

Sep-13

Nov-13

Jan-1

4

Mar-14

May-14

Jul-1

4

Sep-14

Nov-14

Jan-1

5

Mar-15

New plays over time

0

75,000

150,000

225,000

300,000

Sep-11

Nov-11

Jan-1

2

Mar-12

May-12

Jul-1

2

Sep-12

Nov-12

Jan-1

3

Mar-13

May-13

Jul-1

3

Sep-13

Nov-13

Jan-1

4

Mar-14

May-14

Jul-1

4

Sep-14

Nov-14

Jan-1

5

Mar-15

Returning plays over time

0

100,000

200,000

300,000

400,000

Sep-11

Nov-11

Jan-1

2

Mar-12

May-12

Jul-1

2

Sep-12

Nov-12

Jan-1

3

Mar-13

May-13

Jul-1

3

Sep-13

Nov-13

Jan-1

4

Mar-14

May-14

Jul-1

4

Sep-14

Nov-14

Jan-1

5

Mar-15

New vs. returning over time

28,818 returning plays

Core Audience for the Library

≈ 28K core audience

4,845 returning plays

28K core audience

1/5 has watched4/5 have not watched

4,148 new8,664 returning

32% new plays

32% new plays 46% new plays

vs.

Wouldn’t it be cool if…

Disclaimers• Only for this audience • Snapshot in time • Data only up through March • This is a test • This data will disappear

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