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Tag: video measurement

Analytics

Guide to Content Measurement

Content measurement is the process of collecting data around content marketing initiatives.  Brands create content because it will help inform, educate or provide utility to potential customers. And if a brand can achieve that, customers will reward them, with brand awareness, loyalty, purchase intent or purchase. Measurement should reflect these objectives. Before proceeding further, if you do not know enough about content measurement, I recommend the following articles. What are the best free content measurement tools?   What is… Continue reading

Ben Young
Ben Young
March 29, 2023
How To

How to measure content effectiveness

This post dives into how to measure content effectiveness. There are discrete measures but often it can fall into areas of ‘it depends’. This helps to give the reader the tools to help answer the question – is this effective? Marketing effectiveness seeks to understand how well the work is producing the desired results. Before going further, these posts may be of help: Guide to Content Measurement Guide to Content Marketing Analytics Guide to Content Marketing & … Continue reading

Ben Young
Ben Young
March 17, 2023
Analytics

How to analyze a video

Data really really helps in analyzing a video. So first stop is to go and get all your data on the video. Then re-watch the video, comparing how you watch it versus the data you have on its performance. Stop where people often stop, click where people are clicking. This will help contextualize and understand what the data is telling you. It may be obvious why people drop off at a certain point. Then you can go… Continue reading

Ben Young
Ben Young
January 17, 2020
Analytics

Video Attribution

Video advertising is like the dark arts, there are many different players; different environments, devices, vendors and ways it’s served to the end consumer. This makes it difficult to truly understand where and what combination is truly engaging consumers and lifting results. As a way to sort through this mess, video attribution is a way of benchmarking the quality of the inventory you are buying. The ground hypothesis is, the ultimate measure of advertising effectiveness is the way… Continue reading

Ben Young
Ben Young
September 5, 2017