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Track Online Video Campaigns to Measure its Effectiveness
Tracking Online Video Campaigns
The promotion of a product/service using videos can be a very important part of your Social Media Marketing campaign. In this article we discuss some main points related to tracking of such campaigns. This article is not focused on any particular tool instead it tries to enumerate the basic idea behind tracking of such campaigns. Background The video can be embedded on a web page or can be uploaded to a video sharing site such as YouTube. YouTube provides a free tool called “YouTube Insight” which provides lot of useful statistics for uploaded videos. You can answer questions like In which geographical region is the video being viewed the most? What day of the week does the video get maximum visits? Which are the hotspots in the video? (Hot Spots can be broadly defined as critical points in your video where the interest level of people peaks or drops) For videos embedded on a web page we can use Event Tracking feature of Google Analytics to keep track of events like play, stop, pause and lot more. It also helps in answering questions like: How many people saw the video (Unique Vs All Views) How long did the people watch it? In case a YouTube video is embedded on a web page, then chrome less YouTube player can be used which is a modified version of the normal YouTube player. Basically one can put the tracking code inside the Player controls which is not possible in case of normal YouTube player. The following are some of the insights one can get from tracking these campaigns: Where are the viewers coming from? Location information of the visitor can be provided in GA or most other web analytics tools. Based on this and other demographic information one can know if the video is reaching the target audience or not. How are the viewers finding the video? This can be measured using various parameters like duration of video seen by users, percentage of people on that page seeing the video etc. Bounce rate of the page might not be a useful metric in this case as people might see a very good video and then leave the site without visiting other pages. How are they distributing it? One way to keep track of this is from the source of visitors coming to the video page after the video has been there for some time. For these referral visitors we can find the sites where they have come from. An increase in direct visits of new visitors may indicate offline promotion of the video through various means (It might also be because of the link of the video being non clickable on other sites). What did they say about the campaign (positive/negative?) A way to do this would be an automated agent which goes through the comments made on all the sites where the video is being talked about. This agent judges the nature of the comment by parsing thorough it. This would be helpful in terms of tracking effectiveness of a Social Media Campaign. It could do almost real time monitoring and raise an alarm if say for example lots of negative comments are being generated. Has the video helped in increasing the Brand Recall? Organic visits based on brand related keywords can give an indication about this. If possible the Key phrase being highlighted in the video should be somewhat different from phrases being promoted in other campaigns (In case you are running offline campaigns as well). People who come to the site by typing this term (or similar terms) in a Search Engine can be clearly attributed to the online video campaign. An increase in direct traffic can also be a result of the video in case there are no other campaigns promoting the product. Has the brand engagement increased? This can be measured by content engagement metrics like amount of time people spend on the site, the no of pages they visit etc. One can segment the visitors coming to the site into 1) Coming from online video campaigns 2) Coming from other campaigns For these two segments a comparative study of the above mentioned metrics can be indicative of the effectiveness of video campaigns. Are the viewers moving more towards the ‘Action’ page and have customer drop outs increased? This can be measured by looking at the funnel before and after the launch of the online video campaign (assuming the funnel was present before the video was launched). A funnel is a series of steps the visitor takes on your site to complete a goal e.g. To register to your site can be a goal, buying a product can be a goal. Here also we can segment the visitors into 1) Coming from online video campaigns 2) Coming from other campaigns And then analyze the funnel for both the segments to see the effectiveness of online video campaigns. Have leads/sales increased? The increase in online leads can be attributed to a video campaign using any web analytics tool. In case the campaign also gives a phone no then leads can come on phone/sms as well. If video campaign is the only one running then it can be easily attributed for the phone/sms based leads as well. In case of multiple campaigns there should be basic CRM related software which stores the source of the lead along with other data. The above points try to give an overview of how to track online video using Web analytics tools and other techniques. We can certainly hope to see new ingenious online video tracking techniques as this field continues to grow.
Position2 has been a part of the social media phenomenon since its advent. We’ve seen social media evolve and become an established marketing discipline. Position2 has developed a proprietary methodology called ‘Surround & Intent Marketing’ (SIM). The SIM suite maximizes customer response through a data-driven understanding of online behaviour that predicts intent, and drives action through a dynamic combination of search and social media marketing. For more information visit, http://www.position2.com/
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Did You Forget to Measure the Impact of your Web Design Project?
For web design projects, most clients have specific goals and objectives that they would like to accomplish with the launch or redesign of a website. The design of the website should focus on achieving the client’s goals and objectives; however, the majority of the web designers or traditional agencies ride off into the sunset with the client’s money and on to the next project without evaluating whether or not they helped to achieve their end goals. This is an injustice to the client and any other projects that involves promoting the website!
I wouldn’t know about your clients, but I can tell you that our clients want value and for us, as their internet marketing company, to demonstrate return-on-investment. I would have to say that as a business owner, I agree with the need to show value and ROI. But, where’s the value and ROI of the non-functional and that “Web -2.0 thing” your agency or web designer calls a website? I have worked with, for, and partnered with numerous “BIG Name” agencies in the Philadelphia and Cleveland area, but I’ve yet to see or hear of any agency coming back for an end of year evaluation to measure the success of the web design project.
While on the other hand, internet marketing companies, such as ours, are continuously forced to show value and ROI for our search engine marketing and search engine optimization, as well as provide monthly reports. It’s a good thing that demonstrating value and showing ROI through web analytics is part of our culture! The question is when will demonstrating value and showing ROI be part of the web design evaluation process for ad agencies or our clients? We have worked with clients and prospects with long-term MSAs (master services agreements), over 0,000 web design projects, and no web design metrics whatsoever, are you serious? With the advances in website design technology, there is always something that the agency or web designer could be doing cheaply, quickly, and effectively to show value or help clients to achieve ROI. Instead, they’re the first one yelling “show me the money” for the next project that they won’t measure or the client won’t require them to measure. It’s time to stop wasting money on high priced unmeasured web design and marketing initiatives.
Conclusion
Let’s be clear; I have an appreciation for the services that web designers and advertising agencies provide. I just don’t believe that an agency or designer wants to tell the client that they made a little mistake with your 0,000 web design project, and by today’s standards that their website is inadequate! So, how do we change that? Here are my top 5 ideas:
1. Get the metrics for the web design project in writing and as part of the Statement of Work.
2. Schedule a date and time to evaluate whether or not the web design/agency delivered on the goals and objectives.
3. Identify any variables that would have hindered them from accomplishing their goals and objectives that were out of their control.
4. Hold your web design or ad agency accountable!
5. Get feedback from your IT team, SEO consultants, and/or internet marketing company. They can usually see technical, search, and performance issues that would impact the ROI of their initiatives.
6. Get the facts from your IT team, SEO consultants, marketing analyst and/or internet marketing company.
Daniel Laws is the President & CEO of DaBrian Marketing Group, LLC. DaBrian Marketing Group is a search engine marketing and web analytics agency located in Reading, PA 19602.
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Measure Business Success with Google Analytics
In these days of cut budgets and downsizing, keeping a close tab on your business success is a crucial factor to keeping overhead costs down for expenses like advertising, marketing and even payroll. In order to stay afloat amidst decreased business opportunities, business owners need to see what aspects of their business plan are working to make them money, and which ones are merely expenses with little or no return to their bottom line.
Metrics are needed to measure business success, and there are companies dedicated to this task. Some of them are small businesses like yourself, who will work within your budget constraints to help you achieve maximum profitability with less cash out of pocket, but others are companies that make big promises for big costs that may end up being the death toll for your small business.
How can you keep a tab on the success of your business without putting yourself OUT of business? Read on for some metrics tips that will help you stay ahead of the pack but won’t drain the last dollars from your bank account.
Google Analytics
The long-standing tracker for website business success, Google Analytics offer business owners the ability to track their website performance, the viability of the site keywords and their online ad performance, among other ratios. Account setup is free and will help you track, in real time, your business performance.
A Few Obvious, but Highly Effective Tools
Profit Margin – In short, is it maintaining, increasing or decreasing? What has changed recently in your business plan that could have had an effect on those numbers? No matter what you filled in on your business plan as your business purpose, if you are anything except a non-profit company, the bottom line purpose of your business is to make money. Tracking the amount of money your making after expenses is a real way of gauging your business success. Client Base – Keeping track of existing and new clients is another easy way of understanding your business success. As much as regular profits can prove business strength, these profits depend on your current client base. Managing your customer service to retain clients and investing in ongoing marketing efforts to obtain new ones are crucial to your business success.
Find It Local 411 is a web based online community resource for the Michiana region of the United States (Northwest Indiana & Southwest Michigan). Finditlocal411.com serves the area by providing local business listings, classifieds, events and business advice and consults on their blog.
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analytics.google.com A brief overview of how to use the Google Analytics interface. If you are new to Google Analytics or you’d like to pick up a few tips on how to use some of the different features, this video is a good place to start.
Web Analytics To Measure Social Media?Part 1
Social media has emerged as the most useful tool for Search Engine Marketing and now with the changing times, social media marketing has become the first choice of most of the marketers. Though social media is beneficial for the marketers, however, it has its positives and negatives including measuring the effectiveness of social media. Companies try to optimize the website through social media optimization and with social media turning measurable; things are getting more positive for the marketers. In order to get higher SEO benefits, companies are coming up with different measurement strategies so as to ensure proper implementation of social media optimization. If the companies want to launch effective SEO campaigns, then it is essential to understand the nuances of web analytics in order to measure, monitor and track social media. Even after the social media rage in the marketing world, most of the companies are not aware of the measuring options. It is important for the marketers to comprehend the basics of measuring the effectiveness of social media so as to strengthen the process of social media marketing.
Before starting with a social media marketing campaign, companies must understand that the measurement tool depends on the types of social media being leveraged by the marketers. Careful assessment of the measuring tools is a crucial step in the process of social media optimization. Web analytics is the most reliable and perfect solution for all the social media measuring problems and instead of exploring each and every measuring tool, companies can straightaway choose Web Analytics. Through Web analytics tool, companies can easily segment the useful data in social media and can measure the ongoing SEO and social media optimization campaigns. Companies can also target high quality social media websites and this will help the marketers to leverage these particular sites for future social media marketing campaigns.
Though in social media, most of the activities take place off the site, however, it is equally important to analyze the performance of Social Media Optimization campaigns through various measuring tools. For better analysis of the SEO performance, marketers can focus on two important aspects including
* Social media referred visits that are attributed to the social media marketing efforts.
* Social media referred visits that are attributed to the individuals outside of the company.
These sub segments will be of great use in analyzing the of SEO performance through Web analytics. If the companies want to create a sub segment for the visits attributed to the individuals, then it becomes quintessential to form a list of keywords as this will also help the marketers in getting higher profits from social media marketing.
Emerging as the first ‘dedicated’ search engine optimization or SEO Company in India, Convonix has always stood apart for its expertise and quality in SEO Services. Be it search engine optimization services for websites, pay per click campaign management, social media marketing, affiliate marketing, search engine placement, web analytics or website usability consultancy, Convonix specializes in all these areas to cater to the varied requirements of its esteemed clientele.
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Experts Avinash Kaushik & Nick Mihailovski answer your burning questions about Analytics and other Google tools. Topics covered include macro vs. micro conversions, using analytics on affiliate sites, tracking different domains, and more. Submit questions at snipr.com
Web Analytics: Top tools to measure your search engine marketing success
Search engine marketing has become one of the most important and essential marketing strategy for any business. Small business can get quick results by search engine marketing whereas big ones need it for the branding of the business. For most companies search engine or online marketing begins with getting a business website live and then finding hiring a SEM company for search engine marketing services. However unlike other marketing campaigns how can anyone measure the success of the search engine marketing campaign? Getting in the top 10 rankings for a given set of keywords, increase in the Google PR (Page Rank) on increase in traffic for a website is not the only thing. You must carefully analyze the website traffic stats to know the success of your website online marketing.
How to analyze Website traffic?
First of all you need a good web analytics program to track/record the website traffic. There are lot of web analytics programs that allow you monitor a website traffic. Lots of them are free however if you have a very big site (Portals or big brand name sites) then you may need to opt for paid analytics tools. Google analytics, web-stats, Compete, a web stats, Woopra and Omniture are few popular and good choices for web analytics configuration in your website.
What to check in web stat reports?
Website traffic may be increasing month by month but only increasing traffic in not the only metrics for a successful search engine marketing campaign. Aggressively web traffic caparison and analysis is the market key that will add to current and future revenue generation. Few important things to analyze are:
1. Website bounce rate: Bounce rate determines number of visitors that leave your website without any action. If your website traffic is increasing along with bounce rate then necessary action must be taken to lower the bounce rate.
2. CPA (cost per acquisition): This should be as minimal as possible and if it’s increasing as compared to previous months then its a matter of concern for SEM campaign.
3. Repeat traffic and new visitors: Online sales performance through different channels like direct sales, search engine traffic sales, sales through paid search results (PPC), sales from referral traffic etc.
4. Targeted traffic: It’s not worth getting traffic from the geographic location you don’t operate. Targeted traffic from targeted geographic location is must.
Hence it’s clear that profits can be maximized by multiple folds taking the right analytical approach. For more information of web trends and search engine marketing visit www.theseomarketing.com
Sana smith is a internet marketing expert who has more than 5 years experience in search engine marketing,
SMO optimization and online promotion, etc. She runs an online marketing company called The SEO Marketing. For more info visit http://www.theseomarketing.com
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