How to use analytics to measure online video effectiveness

How to use analytics to measure online video effectiveness

Timothy Hawthorne, founder, chairman and ECD, Hawthorne DirectNovember 17 2009
Companies of all sizes and across all industries are investing in video cameras and editing tools, making videos and posting them on the Web. What many of them don't realize is that putting video on the Internet without tracking its effectiveness is tantamount to hiring a new sales rep, training her, giving her a customer route and then never checking in with her.

That's where Web site analytics come in. Defined as the measurement, collection, analysis and reporting of Internet data for the purposes of better understanding and optimizing Web usage, analytics have become a critical element for companies that want to leverage their Internet marketing investments. Analytics are particularly relevant for users of online video, and particularly those who want to know if their time and money investments are paying off or not. Read more...