Content Marketing Analytics Part 1: Video Analytics Best Practices
One of the most convoluted parts of a digital marketing strategy is understanding whether the content you use is helping your business. It's not the simplest thing to understand, but I'm hoping as you read this post you think of some ideas how to get the results you need. Measuring digital content effectively using Google Analytics reporting.
First, let's examine a few key rules:
1) The role of marketing: Marketing is about the growth of your business, whether it be by brand awareness, sales, leads, usage or influence. If this is the case, then we need to have goals aligned with key KPIs and metrics to ensure that marketing is doing what we want.
2) The role of content: Content is essentially just information, but the types of content you use can be different, which requires you to think about the different types of data uses to measure it as well as how to present that data to your teams.
3) The role of visitors: Often forgotten is that not all visitors who come to your site are there for the same thing. They have different goals, needs, interests, and reasons for interacting with you. In the role of marketing, it's always important to know where they are coming from, what content they are interacting with, and how they are performing against other visitors.
These reasons for being, so to speak, set a stage for our three separate content stories we will walk through the course of my series entitled "Measuring Digital Content Effectively Using Google Analytics". Each of these represents a different type of content which have a different goal in mind. Here we will walk through the key things I'd look for areas it pertains to our rules above. Today's post is about how you need to tackle videos, and specifically, videos that demo a product you are trying to sell.
About the video:
This video, hosted on YouTube, demos a product that can be purchased online lasts 1 minute long and is found on a landing page onsite. The landing page has been used in email marketing and paid display ads.
(This blog isn't to help you with a Google Analytics implementation, so to speak, there are some tremendous blogs that can help you with that, for example, this one:
Good
First, ensure that the report is filtered for the specific video you are trying to review and ensure transactions is a metric that is chosen. Here's how the report is setup:
You should see something like this after you save the report:
Awesome. Now you know how many transactions are attributed to the interaction with this video. This is good, but not exactly what you want.
Better
You need to know how well this video specifically led to transactions. In order to do this, you need to set up a segment specific for the purchase of the product the video is discussing. Here is how to set up the segment:
Now that you have isolated the specific traffic that has bought the product you are interested in, it's time to apply it to your report:
When you apply that segment you can actually see the total transactions attributed to the video. So congratulations, you can now attribute how well this video led to the sales of the product in question. But remember, not all visitors are alike.
Best
Let's take it one step further and review the different ways visitors come into the site, watch the video, and who have bought this specific product to see which one of your channels really did the best. All we need to do is add the default channel grouping to your report:
Looking at this report, you can clearly see that this video performs the very best for users that come through directly, email barely did anything, and the display was not the place to go.
Your Recommendation Based on the Data:
As an analyst, you need to recommend pulling back email and display that focuses on this video - it might be a decent platform to bring visitors for your brand, but this video is not what is best at bringing people into the site. We need to find different content/messaging to bring in new visitors and then ensure that your landing pages that people come through directly feature this video prominently if it aligns with the goals of that page, in this case, selling the product that is associated in the video.
Conclusion:
Videos within your content marketing strategy may have different goals. They might showcase a product with a goal of selling, do some marketing for you to increase brand awareness, or be a how-to to use products. The trick is to ensure the goals of your video are specifically aligned to the specific conversions within your analytics platform, and that you ensure you see the differences between the visitor segments that impact these conversions in order to plan your future marketing tactics involving this video.
First, ensure that the report is filtered for the specific video you are trying to review and ensure transactions is a metric that is chosen. Here's how the report is setup:
Better
You need to know how well this video specifically led to transactions. In order to do this, you need to set up a segment specific for the purchase of the product the video is discussing. Here is how to set up the segment:
Best
Let's take it one step further and review the different ways visitors come into the site, watch the video, and who have bought this specific product to see which one of your channels really did the best. All we need to do is add the default channel grouping to your report:
Conclusion:
Comments
Post a Comment