Which video commerce analytics should we care about?

I suggested in Part I of this metrics series the most important video commerce analytics depend on your role in the organization. Below,  I’ve broken out those metrics by role. 

I’m certain this list isn’t exhaustive. I’m also certain there are going to be some disagreements about the metrics suggested here.  If you have different ideas about metrics you feel should be included, or if you feel some of the metrics proposed here aren’t that important, are insufficient, shouldn’t be used, aren’t explained well, or are headed in the wrong direction, please add those thoughts in the comments section.  Thank you and Happy Selling!

Executives:
  • Revenue (overall) – combination of all revenue attributed to video click-throughs from off-site channels (social media, publisher sites, blogs, video site, affiliates, etc) plus all on-site revenue attributed to video
  • Costs (overall) – all of the costs required to sustain the video commerce program including hard costs for planning, production, management, and technology, and possibly soft costs (usually opportunity costs or salary costs).
  • Revenue (by channel) – a summary of video revenue by channel, used to identify where video is adding the most to the top line.
  • Revenue (by time) – used to determine video revenue versus prior reporting periods.
  • Popularity (video) – used to show which videos were viewed the most times for the given reporting period along with attributes of those videos including intent, product, length, placement, etc.
  • Lift (overall) – a summary of the on-site and off-site revenue on pages where video was viewed vs. control group without video to determine video’s direct contribution to revenues
Merchandisers:
  • On-site revenue lift (by product, brand, category) – used to determine if on-site videos are generating incremental revenue
  • Clickthrough (by brand, category) – to determine which on-site videos on brand and category pages are most effective at driving traffic to product pages
  • Video links (by brand, category) – to determine which links within on-site merchandising videos are most effective at driving traffic to product pages
  • Average view time (by product, brand, category) – used to assess the relative interest in one product video, brand video, or category video relative to another product video, brand video, or category video
  • Attentiveness (by product, brand, category) – used to assess how engaging videos are relative to other videos and where in a video attention drops off
Social Media/Emerging Channels:
  • Attention (by URL, channel) – used to determine which specific web pages and channels have the most engaged audiences
  • Total view time (by URL, channel) – used to determine which web destinations create the most demand for video consumption
  • Plays (by URL, channel) – used to determine how often video plays are initiated on different web pages (e.g. to identify influencers in a social network)
  • Video origin (by channel) – used to determine if self-produced, supplier-produced, or customer-produced videos are more commonly shared in emerging channels
  • Impressions (by URL, channel) – used to determine which specific pages featuring videos are most highly trafficked
  • Revenue (by URL, cahnnel) – used to determine which referrers are most valuable to the top line (affiliate, blog, social network, ad network)
Usability/Product Management:
  • Delivery quality (overall, by time, by video, by CDN) – used to determine if buffering or download times for videos vary during peak traffic times, negatively impacting customer experience
  • Site session times – used to determine if those who watch video spend more time on the site and if video is affecting overall site ‘stickiness’ 
  • Attention (by video, player, intent) – used to see which videos are most engaging and how the video intent and player affect attention
  • Plays (by video, player, intent) – used to see which videos generate the most plays and how the video content and player affect play count.
  • Revenue lift (overall, by category, brand, product)
Search Marketing:
  • Video SEO best practices rating (by video, overall) – overall, how effectively is the organization employing video SEO best practices to increase SEO?
  • SEO top keywords (by video, overall) – which keywords are driving traffic to pages featuring video?
  • SEO rank by engine (by video – using top keywords) – where do pages featuring video rank in top search engines based on top keyword searches?
Affiliate Marketing:
  • Affiliate distribution – used to determine which affiliates are promoting videos
  • Affiliate traffic vs. clickthrough – used to determine how effective each affiliate is at converting its traffic into clickthroughs on video ads
  • Affiliate video placement – used to see on which specific pages affiliates are deploying video content (branding control)
  • Revenue (by affiliate, video) – used to determine which affiliates are driving the most revenue, which videos work best on which affiliate sites, and which videos perform best overall
  • Attention (by affiliate, video) – used to understand audience engagement across affiliates and videos
Online Advertising:
  • Publisher distribution – used to determine which publisher sites video ads are appearing
  • Video ad impressions vs. clickthrough – used to determine how effective each ad is at converting audience traffic into clickthroughs on video ads
  • Video placement – used to see on which specific pages video ads are appearing (branding control)
  • Revenue (by publisher, video) – used to determine which publishers are driving the most revenue, which videos work best on which publisher sites, and which videos perform best overall
  • Attention (by publisher, video) – used to understand audience engagement across publishers and videos

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