Metrics, KPIs and ROI for Video Marketing

@PHILNOTT INGHAM

ROIKPIsMetrics

Things we can measure How we define success Attributable financial return

#WistiaFest / @philnottingham

We keep conflating these concepts


Views

Engagement

Drop-off

Play rate

Re-watches

Annotation/CTA clicks

Shares

Embeds

Video Metrics


More Numbers ≠ More Better


Typical Big Brand CMO

“We want a viral video!”



An Impression in 2016…

Status: HTTP/1.1 200 OK


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

success”

What is a good KPI for Video?



Why do we use video at all?


Benefits of video

Emotional medium

Can say a lot in a short space of time


Video Moves People

“Meaningful Impression”A video view that moves your audience in

the direction of more money


Universal Video KPI


Emotional State Change +

Minimum Viable Conversion

Universal Video KPI


KPI Requirements

The feeling you want to elicit

The smallest positive next action


KPI Requirements

The feeling you want to elicit = Creative Goal

The smallest positive next action = Marketing Goal


Measuring Emotional State Change


Emotional State Change = Discrete





Measuring Minimum Viable Conversions


• Visit another page

• Watch another video

• Amplify (share/like)

• Timeline action

• Subscribe

• (All of the above)

MVCs for Video


Emotional State Change = Discrete

Minimum Viable Conversion = Continuous


What about ROI?


“ROI is measured by tying the KPI to financial performance

(as much as possible)”


(on-site & private sharing)

1.

2.

3.

ROIKPIsMetrics

Things we can measure How we define success Attributable financial return


Metrics


KPIs




Emotional State Change



1. Watch another video

2. Subscribe

3. Share

4. Like/Comment

5. Click a Link (Annotation/Card)

MVCs for YouTube

MVC 1. Watch Another Video


MVC 2. Subscribe


MVC 2. Subscribe


MVC 3. Share


MVC 4. Like/Comment


MVC 5. Click a link



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


ROI


Why Use YouTube at all?

• Reach from platform (Organic)

• Advertise to relevant people (paid)


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

to you”


Focus on view-through conversions for paid campaigns


Metrics

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

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


“The number of impressions is not the number of people

impressed”


“The number of likes is not the number of people who

like it”


KPIs






ROI


“Measuring ROI from Facebook is extremely

difficult”




Metrics


Wistia Google Analytics Dashboard


Wistia Google Analytics Dashboard

wi.st/video-dashboard

http://wi.st/video-dashboard


KPIs





A/B TestEmotional

State Change


Tangible

Intangible

MVCs for Wistia


Tangible Goals

Traffic Acquisition

Lead-gen

Conversion


Tangible Goals

Traffic Acquisition

Lead-gen

Conversion

New Visitor



Tangible Goals

Traffic Acquisition

Lead-gen

Conversion

New Visitor

Turnstile Submission



Tangible Goals

Traffic Acquisition

Lead-gen

Conversion

New Visitor

Turnstile Submission

User moves to next step in funnel



Intangible Goals

Support

Education


Intangible Goals

Support

Education

Engagement

Engagement


ROI


“If you can measure ROI effectively, you can make

smarter creative investments”


WARNING

“How much money did this video make us?”



ROI ≠ Business Value


ROIKPIMetrics

Use these to improve campaign performance

Track this to see opportunity for big investment

Use this as your main measure of success