Introducing Advanced Video Analytics

00:35:08 | February 13, 2014

Do you know the story behind your videos? In this webinar, you'll tour Vidcaster's advanced video analytics and see how you could develop stronger video strategies with the right data. Find out how unified video analytics help you connect video to business goals, identify video content opportunities and engage more viewers.

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The broadcast is now starting. All attendees are in listen-only mode Hello, everyone, and welcome to Vidcaster's Advanced Video Analytics webinar. We're excited to have you with us today for a live tour of the most recent addition to our video platform. Looks like we've got a really great mix of people in the audience today, both current customers and users of Vidcaster. And I can see a few folks, too, who are just getting ready to roll out their video resource sites and online training environments. So welcome, everyone. Thanks for making the time to be here. I'd like to start out by introducing myself and my co-host on today's webinar. My name is Evy Wilkins, and I'm heading up marketing here at Vidcaster. And I'm joined by Danielle Childs today, one of our customer success managers. Hello, everyone. Danielle will be leading the tour of the new Analytics in just a moment. And I'm really thrilled that she's with us today because she was at the core of the team that developed these new capabilities. And she knows that I'm in and out. And that's just going to be great to hear from her all that you can now see and access and do with Analytics. We've got a pretty simple agenda here today. I'm going to give you just a little bit of background as to why we developed these advanced Analytics in the first place and why we're so excited about them. And then we're going to jump into the live demo with Danielle where we'll spend most of the time. And we'll answer your questions at the end. You should see a window where you can leave your questions for us in the webinar interface. And if you can just go ahead and write them as they come to you, we'll get to them at the end. And depending on how many questions you guys have, we expect this webinar to last about 30 to 45 minutes, just so you kind of have an idea of where we're headed. So without further ado, let's jump into why we did this. Why did we set out to raise the bar in video analytics? And it all started with the fact that we know-- we all know, everyone on this call knows-- that video is important. And whether it's for training or marketing or communications, we know video is a powerful format, which is why we're all producing this content for our organizations. We also know that the video experience is important, which is why at Vidcaster we've been really focused on providing a great viewer experience that engages your audience and helps you get the leads you need or train the people who matter to you. And the thing is throughout all of this, throughout creating that content and also producing that video and those video experiences, we're able to collect all sorts of data that are incredibly useful to you. And so with this new advanced Analytics, we wanted to surface that information to you in a way that helps you understand what's going on with your video strategy. So the real value of Analytics is that in any-- I think in any software, really-- is that they enable you to answer tough questions that you couldn't answer without the data. So when we set out to build these, our goal was to give you everything you need to answer three key questions. And the first question that we wanted to be able to empower you to answer is, how is my video strategy performing relative to my business goals? So that could be, are you reaching your audience? Are you generating leads? Are you training the right people? Are they engaged with your videos? The second question that we wanted to help you answer was, where can I optimize my video strategy? So what types of content should I keep creating? What should I stop? Where can I engage more people? Where can I improve the experience? These are the types of things that we wanted to be able to help you answer. And then the third question was, of course, about your viewers and the question, who are these people and how are they engaging with your content? So we have a whole bunch of things that are pretty exciting around user profiles and information about how individuals, known or unknown, are interacting with your content. So with that brief introduction, I'm going to hand everything over to Danielle who is going to walk us through the new Analytics and really show us how it works and what you can get out of it. Before I turn it over, just remember you can leave us your questions. I'll be keeping track of them, and we'll get to them in probably about 15, 20 minutes. Perfect. Thanks, Evy. You're welcome. So what you're looking at on the screen right now is the Vidcaster Admin. I'm in our brand new Analytics section. You'll notice that Analytics is the second tab in our navigation. And this is because it's a really important section that we feel you're going to be spending a lot of your time. You create this great content. You get it set up on your site. And then you want to spend a lot of time here analyzing how it's performing and where to go next. First and foremost, at the top of Analytics, we have the Conversions tab. This is all about your bottom line. As Evy was pointing out with the question how is my video strategy performing, it's really about what are your business goals? And this is where you answer that question. And it varies for each customer. Some customers are very concerned about if someone is completing their video. So we show them Play Complete. Maybe it's clicking on a call to action to purchase a product or sign up for a training course. Or maybe it's retention and knowledge, so we'd look at quizzes. This is also the page where you'd look at things like lead flow if you're using our Leadwall gating feature. So we can look at lead flow here. We can look at how many people are viewing the form versus actually filling it out, for example. As well as another feature set is our Paywall subscription service, which has a similar flow and measurement. You'll want to spend some time on this page looking at the different conversions. But one thing I want to point out is that each section has two rows. Because we're not just counting clicks or completes. We want to go a step further and compare that to all possible opportunities so that we can really dig into where we can improve. So you'll notice here that you see a lot of NAs. This is a demo site that I set up for you all. But what would be here-- and I'll show you a hint of it on our tv site-- are deltas that are going to show you your change over time. So for example, here I'm going to see that 82 people viewed my annotations in the past 14 days, but only 11 clicked on those. That's a 14% conversion, which seems low, but I see that I'm actually improving by 37% compared to the previous two weeks. Right there in this small section, that's a lot of information. So these deltas will help you know over time how you're improving. I'm going to jump back to our demo site here. So again, these are all different conversion points. It varies by customer. If you are using one of our identification tools, whether that's Leadwall, Paywall, or maybe you're doing an internal training site, we are tracking users for you. So here on the Conversions page, you're going to see a list of those people you've converted. And one thing we're really excited about is that we can now drill down into user profiles. So I just clicked on our friend Larry here. And I'm loading up his user profile, which is essentially a report card of all video activities by that user. If I'm in marketing, this could be an area you drill down into user stories and really understand who's visiting my site, or sending this to a sales guy so he can follow up and really understand what that prospect is interested in. This User Profile section is comprised of three areas. The first is Activity Feed. And we can already see right away that Larry either really loved our video content or he had a lot of coffee today. Larry might just be me setting this up. But we can say that I know that he clicked on different chapters. He clicked on different annotations. And I know what those annotations were when this happened. And I even see that he submitted one of our quizzes. If I go further, I can see which play events these were attributed to. And I'll go ahead and scroll down, and you're going to see that the Activity Feed is going to show you heat maps for different play events that are associated with these interactivity clicks of quizzes and annotations and chapters. And if Larry watches a section more than once, the colors are going to start to change and I'm going to see how many times he watched it or if he skipped a section. Skipping is very useful to know. If a person has to complete a video, maybe for training, you can know if that had happened and maybe you need to talk to them. So another section is our Video tab. This is a complete history of all videos watched by that user to date, how many plays that equates to, total time. And something really cool here is you can click on a video and load up an aggregate heat map. So on the Activity Feed, we had individual play heat maps. Here we can see overall views by this user for the video. How many sections did they watch? Or how much of each section did they watch? And you can click through and load up different heat maps. In a very similar style, we have the Quiz tab. So many of our customers use quizzes for training. We do have some marketing use cases where it's just an increased engagement. But you can also use quizzes as a polling tool. So here I see that Larry submitted one quiz. And it looks like he scored 100 on it. And similar to the Video tab, I can go down and see which quizzes he took. So I see he took the quiz in this video. And on today's date, he submitted one quiz. And I can load up his answers. So I can see the questions and the answers that he selected for that quiz. So this was diving real deep into who we've converted and what their actions were. And it really starts to answer that third question that Evy asked. Who are my viewers and how are they engaging? Now that we have a individual view, let's take a step back and look at an aggregate view of engagement. And this takes us to our second main tab after Conversions, which is Engagement. So once you know how you're performing, you want then decide, OK, where can I improve or optimize it further? So on the Engagement section, you'll see all areas where people are engaging with your video, whether that's just play time, clicking on annotations, quizzes. There's a lot on this page. So we'll go ahead and scroll down, and I'll show you a few sections. We have the normal plays by day. I'll go ahead and filter this by the last 24 hours so you can see all the data I've been playing around with in here. And we'll let this load. It's going to show us all of our popular videos as well as you'll see Category, Social Sharing, and Annotations. I'll give this a quick 'nother nudge. No, actually, I have this open in this tab. So here's a page that I'm loading up, is our Engagement one. This one I've actually filtered by a video, which will be important for you to check out. We have this great video search bar. And you can filter any page by a video. So that can be Conversions, Engagement, or Audience. So we'll take a look here. We have Play Method, is one thing to point out. So all of these Analytics are not just videos in your gallery. It's wherever your video's embedded, the same data's being collected. If we scroll down, we have our Drop Off chart, the Play by Duration, so I can see where people are dropping off, or maybe they're skipping ahead to more valuable sections. I can see a preview of the video. Some new sections that I want to highlight, we have Social Sharing. So we're tracking who's clicking on those in-player social share buttons. Right now we have three options-- LinkedIn, Twitter, and Facebook. If you have in-video annotations for the video, you can see all annotations in there and how many clicks they're getting, as well as a full list of table of contents. So these are all the chapters I have in the video. And I can see who's clicking on them or how many people are clicking on them. We saw with Larry which ones he specifically clicked on. But here we're getting an overall view of which ones are most valuable. So I see right way that people really liked my Tips and Tricks chapter. That messaging maybe really enticed them. Maybe that's something I should use in some other views. And if we scroll down, we see a breakout of our quiz and answers. So of everyone who took the quiz, I can see how they answered with the right one at the top and how many people are getting the wrong answer. So all of this data hopefully will highlight trends to you for improvement. So maybe your annotations aren't improving very well or aren't doing very well, so you want to take a look and figure out which ones are and maybe switch your messaging. Maybe it's about the time code. Let's see. I'll go ahead and turn off this filter. So now we have the whole site view. And this is the popular videos I was showing you about. So one area for trends that's brand new is average completion. And here you can see how many hours and minutes are being watched for the video. But it also shows you a percentage because maybe these videos are very short. So one area to look for is if you're having a low percentage, you might want to consider putting out shorter video content to keep people engaged. Another option would be to take advantage of our table of contents feature. So if the videos are too long for people, maybe give them an opportunity to skip ahead to different valuable sections. As you can see, I'm covering a lot. And there's a lot of areas here where you can see different trends. So you'll want to spend time here clicking around. You can always contact me and we have a discussion about what sort of trends you are seeing. A new section to point out really quick is our categories. So you can compare engagement through categories against plays and playtime. Maybe one category is driving more plays than another. OK. So let's go ahead and go back to that third question, who are my viewers and how are they engaging with my site? So we looked at the individual. And the third core section of our Analytics is the Audience tab. This gives us a high-level view of everyone and what we know when they came and started viewing our videos. You'll see we still have our map that shows views by country. And we've added a table below that will fill out as we get more. A brand new section is our new and returning viewers. So we just started doing anonymous tracking. So as we move forward, you're going to get to see who has never watched your videos before and how much new traffic you're bringing in. And again, this isn't just for your gallery. This is across embeds on your main site or even people who may have shared your video in their own personal blog. And then we have standard information like desktop versus mobile viewing, operating systems, browsers. And we'll be giving you a list of referrers. So referrers will tell you where your videos are embedded as well as how people are getting to your site. Great. And while we're here, I'll just point out again we do have our video search bar, which I mentioned. It's fun because you can start typing and it'll even do a live search for you and filter the video. We covered our three core pages, which were Conversions, Engagement, and Audience. All of these are connected when it comes to filtering. So you can click through to each page once you've selected a video or a time period and maintain that filter wherever you go. So it allows you to get a lot of data for each individual video. They include categories. So if you're not filtering by video, you can do a category. If you are taking advantage of our localization feature, you're going to be some additional options. So there'll be a filter at the top for language. You'll also see, if you're using localization, an additional table here that ranks your different languages and how many plays they're getting. Just something to point out. And then the last piece I want to talk about today is reporting. So we've given you all of this great data and information in beautiful new displays. And we want to make sure you can share that with your team. Each of our core pages-- Conversions, Engagement, and Audience-- all have a download PDF option. So I'm going to go ahead and click that for you and show you what it looks like. This allows you to get these beautiful graphs and charts-- whoop, let me go back real quick-- there we go-- into a PDF that you can easily email to your team. So this is just an example. And you can do the same thing on, again, the Engagement and Conversions sections. And it's going to respect your filtering. So if you really want to drill down by dates, category, or video and get a PDF, you can. Another section of reporting that many of you are already familiar with is our Report Builder. This is a section for if you want to drill even further into full lists. So in many of these displays we show you top 10. And you'll see that there's click-through links to the Report Builder where you can see the full list. So I'm going to go ahead and select one of our eight out-of-the-box reports that comes with Report Builder. And let's go ahead and go to Viewer Plays. This is our Viewer Plays report. So if you are using our identification tools, you can come here and pull a full report of all users that have watched videos in that time period and paginate through if you have a lot of data. And finally, if you do want to play with the raw data, we have the export csv so you can get that information into Excel and build additional reports. Great. Well, this covers the core sections of our new Analytics. I think it might be a great time now to open to questions. There are a lot of areas here. So there may be things that you're interested that I haven't mentioned. Do we have any questions, Evy? Absolutely. We have a couple. And I'd like to start with this one that came in pretty early. If a viewer is not logged in, can you keep track any of their behavior? What are we able to get? So if a viewer is not logged in, then we're not going to have a user profile for them where we'll say Joe Schmo clicked on this link or watched a video. But we are going to track anonymous movement. So right now, anything that's anonymous, we show in aggregate, which again with that, you'll see on the Engagement page and Audience, all of these include aggregate anonymous tracking. So the one thing that we're pointing out that is anonymous tracking again is that new viewer. So we do know if we've seen you or not. If you're using our tracking features, the Paywall and the internal training are log-in based. But just remember that our Leadwall feature, which is lead generation, if you get a video with a form asking for maybe an email and a name, that's not log-in and that's cookie-based. So even though that person isn't logged in, we're still able to track them with a cookie. And they're able to have user profiles. So I think Larry, our example, actually came from a Leadwall. He filled out a lead wall and clicked around. So we had him. We were storing his information anonymously prior to him identifying himself. Yeah. So that's true. When someone identifies himself, we're able to link that original information when he was anonymous to the new ones where he's identified himself. So we get a little extra information. We don't have to only look at what's after he identified himself. Great. Here's a question about unique views. How are we tracking unique views to get profile data? Can you just kind of answer that? Unique views to get profile data. Let's go back. Let's pull up that Profiles page again. So the way it works-- and maybe this will help answer the question. I'm not sure if I fully understand. Let's go back to Larry. If someone is logged in or they're cookied by a lead generation form, there is a cookie there that's tracking them. And when they click on that video, we're logging a play event as well as tracking the seconds they're watching in the video. So we're doing a lot of tracking in the video player for you. And even each action that's clicked is getting sent. And since that cookie is there, we're able to associate those actions with the user and log it. I'm not sure if that answers the question exactly. I think that's good. Switching topics here, there's a question about if this works with our player versus if you're using a different player. So are they able to track outside of our player? Yeah, exactly. So this is all with the Vidcaster player. One of the benefits of using the Vidcaster player is this Analytics suite. If you are using a different player, for example, if you're doing our import with linked option, or it could be Vimeo, YouTube, BrightCove, or anything, it works with Vidcaster. You can have it in your gallery. But the Analytics portion will not work for you. So if you're using a third-party player, you'll need to rely on their tracking at the moment. OK. And also, this is a great question, too. You covered it a little bit, but I think it's important to emphasize it. Can you just talk about how our Analytics work with distributed video? So let's say I've got my Vidcaster gallery, my video resource site, tied to my domain, but I've also embedded video across my site, on other blogs, and things like that. Am I getting data from every place where the video is viewed? So you are getting data from every place that it's viewed. It sounds like the question would be how best to maybe report on that and pull that out. I would say the best place is your Audience tab. Every video that's embedded on another site is going to show up as a refer. Right now I just have one as an example, but you can build an entire list, click through, and see every single one. And if a video is played on your landing page or anywhere else, it's going to be tracked. And we're able to show you the number of the plays and the play time. I would suggest going to the Refer part in the report builder and you can pull an export, if you want, and just filter on the URLs that are yours. Maybe you want to show all the videos I've embedded on my main site, how they're performing. And you can group them that way. Oh, that's awesome. Great. Going back to the tracking ability. Can you just tell us, would somebody need a subscription to Marketo or HubSpot or something like that in order to use this [INAUDIBLE] feature? Or is it baked into Vidcaster? So you don't need to have an integration to any other service in order to use all of the feature sets and have this great Analytics. One thing we pride ourselves on at Vidcaster is that we do everything here first. So we like to make sure that all the data's in Vidcaster. We're building our own tracking. And then if you do have a service that you would like to get data in, we do have many integrations that you can connect. And we'll record it in our database as well as send it to yours. So we have a great Marketo integration, Silverpop, Salesforce. So if there's something you're interested in, message us and we'll let you know how to get it connected. Another similar question is about connecting user profiles with login forms from other sites, like from an e-commerce site, for example to tie the two together. The best way to tie it together would be to use our-- well, there's log-in forms and then there's Leadwall. If you were concerned with lead generation, I would say use our Leadwall feature and we can see if the system you're using, if we have a connector for that and send information there. As far as log-ins, let's see, if you're doing maybe an internal training site or maybe it's just to purchase a product, we would need to talk. But we do have single sign-on as a service. And that might be something we can set up. Gotcha. Very cool. Um, just reading through here. Let's see. Oh, and I'll just-- sorry-- I'll just add to that really quick. So if we were to set up a system, we would again always track and create these profiles for you. Anytime someone's identifying themselves, we do that on the Vidcaster side. And then we just send information to the third parties. So their user profiles would be created. Gotcha. Very cool. There's a couple of questions that just relate to some of the features you were mentioning that are now represented through Analytics. So the table of contents one I saw pop up a couple of times. Can you show an example of what a table of contents looks like on a video? Sure. Let's take a look at that. So in case that question wasn't clear to the audience, there are some people who were just curious as to what does this table of contents look like that somebody would click on, that you will then get, obviously, data reported back to you in Analytics. Yeah. so what I'm doing is I'm on our tv.vidcaster site where we have a ton of great video content for you to check out. And I know we have a video that highlights-- here we go-- our table of contents feature. So this will be the easiest way for me to show. So the table of contents feature is really about segmenting your longer videos and giving people the opportunity to jump ahead. So we'll see that when I'm not over the video, the video's clean. If I hover, I see a table of contents option. When I click on this, it gives me different chapters. And I can actually skip ahead to other sections and see what's happening in that portion. So it's really about not losing your viewers in those longer pieces, giving them the opportunity to skip ahead. We're tracking those clicks. So if they've identified themselves, we know where they're clicking. If they haven't, we can show you on a whole which ones are being clicked the most. And that might be good insight into maybe another video that you want to add a breakout piece. Yeah, definitely. I see this used a lot-- and we use it a lot-- for webinars, breaking down a webinar into bit-sized chunks. Also for panel events. If you've recorded a panel, like a live event at a conference, setting up some chapters so people can skip ahead to when somebody's talking about a specific topic. Those are kind of the typical examples that you might find in a video resource site. Also useful in a training site as well if you've got longer form content. And then, again, just to find that information, you want to be on the Engagement tab. When you're looking in aggregate, we give you a total of clicks. And you'll want to drill down to that specific video to see a full breakout of each chapter that was clicked. So here you'll see we have table of contents table. Fantastic. There's a question, just really quick. Could you go back over how you get to data for one specific video and what's available? Yeah. OK, so let's start back at the beginning where I was, on the Conversions tab. So if I want a video-- actually, I'm already on it, so let's take that off for a second. There are a couple of ways, really two ways, to get the information for a specific video. The main one is to use our search for a video. So I can pick one up, type it in. We have a live filter. You'll see that the title is now at the top. I also have the video in the search bar. So this filter is going to stay on until I click that X. And it's filtered our page so I can see our top viewers that have watched this video, Chapter 3. And I've filtered down to the appropriate conversions that are relevant to the video. I can also click through to other sections and keep this filter. So if I wanted to do a roll-up report on Chapter 3, I can fill out the filter, maybe go to each of the three tabs, do a quick download, and in less than a minute, I'll have a beautiful PDF with a whole roll-up of everything from conversions all the way to audience. So on the Engagement page, as I was showing before, if you filter by a specific video, it's going to give you a breakout of the different sections, like your in-video annotations, table of contents, and quizzes. And same thing with Audience. You can jump around and filter. One other thing I do want to point out, if you're under your Manage Videos tab, there's a stats icon next to each video that you can always click on and jump through to that video. It's going to take you to the Engagement page for each video. So if you're ever lost or confused, go to Manage Videos, find your video, and just click on that little stats icon and it will set it up for you. Very cool. I think we've actually managed to answer all the questions. If there's any last-minute question, go ahead and frantically type it in right now. If not, no need to. I'll stick around and listen to us. I think we've covered quite a bit today. Looks like--just want to wait and see if there's a couple more questions. If you do have any questions that you want to ask over email, or they come to you later today or whenever, feel free to reach out to either one of us. Our email addresses are on the screen now. And we'll definitely follow up with you as well. But never hesitate to reach out and ask us questions. This is a lot of data. Like we said in the beginning, our goal is to really help you answer those burning questions that you might have about how to build out your strategy, where to go next, what's working, what's not, all sorts of great stuff. So hopefully you've got a great tour of that today. And we look forward to connecting with you in the future. Whoa, we've got two last-minute questions. Let me just-- let's see here. Is it possible to set up automatic triggers according to how the viewer is interacting with the video? Yeah, so I imagine with automatic triggers, it could mean one of two things. I'm not sure which one you're referring to. It could be triggering another event that the viewers see based off of that. Or triggering an email to you or that viewer, some sort of alert. So for now, as far as emails go, we do our own notification system to you about what's happened. So when a person clicks on a chapter or completes a quiz, you'll get an email. We do not send emails to the person themselves, but if you're using one of our connectors-- for example, like Marketo-- when you see that they've watched a video and we send that data, you can set up a trigger email. As far as actual engagement in the video, our annotation suite does have some things around in-video annotations that you can have jump to different sections, or in a quiz, coming up, if you get something wrong, it can show a different answer based on if they got something right. So there are some different areas. I'd be curious to learn what your actual use case is. Maybe you can message us. Perfect. And we can dive deeper. Yeah. So it looked like it was actually both. So I think you answered both of those well. And we can reach out, too, and get you some more information. Awesome. There is a final question that was just asking about, will this presentation be repeated? Or linked to? And we'll definitely share the recording of that so you can reference that. Maybe we'll add some chapters in so you can jump ahead-- Yeah, that'd be perfect. I love it. --to the spots that were most interesting and relevant to you. So awesome. Thank you guys so much. Have a fantastic February-- February? Tuesday, rather. Have a great Tuesday. And we'll be in touch. Thanks very much.