10 Video Marketing Analytics Rules and KPIs to Live By
As a video content marketing agency, we must constantly balance two things: creativity and analytics.
Our business is centered around optimizing digital marketing in a variety of ways. Data helps us complete projects on time across a lean and distributed staff, forecast client ROI, raise awareness, increase engagement and growth, drive lead generation, and measure conversion rates for our clients.
When it comes to data analysis, we don’t have a choice. Attention spans are the shortest they’ve ever been and we (and our clients) live and die by the trends we see in our customer data.
Our daily mantra is to obsessively track the following KPIs:
Landing page conversion rates
A/B test results
Cross-platform metrics to measure engagement
E-mail campaign performance
Video gate conversions
Sales tool performance before and afters
Video heat maps, completion rates and viewer trends
Optimizing channel distribution
Video length performance
Total views vs. unique views
We encourage our clients to think through video content in the same way they would any marketing campaign, while being mindful of the following buyer stages and goals:
At the break-neck speed of digital marketing, it's not enough to just create cool content anymore. The data gears must also be grinding and optimizing in the background. We work in a space where the visually stunning is powered by data so we have to play ball. We walk away from every project with lots of interesting data that helps us project future performance. Additionally, the experience allows us to execute more efficient analytics on everything from the optimal target length of a video to the right color for a call-to-action.
When we can manage a little bit of time to crunch the numbers, we try to share the insights through reporting and content on our blog. This helps us provide additional thought leadership and value-add info around budget, challenges, opportunities, and best practices.