Analytics, Analytics and More Analytics!
We had a gentleman come up to our booth yesterday at Streaming Media West after hearing AJ’s presentation to talk to us a little more about analytics- He said, “I’ve been giving this quite a bit of thought, and I’m wondering- what are some use-case scenarios around how you might actually use analytics to drive profitability? I ask because I wrote some analytics software for our company, but my information is all taken from CDN logs, which means it’s about a day behind real-time. But I was thinking- if your analytics solution really is in real-time….. I think I could do some really amazing things around targeted advertising that have never, ever been done before that I KNOW would mean huge dollars for our company!”
And that, my friends, is what is so exciting about our analytics. When you have a tool that shows you detailed information on end-user behavior- seconds after the content plays, it allows you to almost ‘day-trade’ your ads! Think about what it would be like to sit in front of your computer, run as many custom queries as you like to really drill down and glean
AJ McGowan, CTO, Unicorn Media presenting use-case scenarios using Unicorn's real-time analytics
around your content. Say for instance you find out you’re making a bit of profit on a particular video, but the cost to deliver it far outweighs what you’re monetizing. Hmmmm, let’s see where it’s being viewed. Looks like 60% of my viewers are in Europe, yet I don’t have any European ads to monetize in that content. Now I have a decision to make. Do I stop delivering to Europe altogether or do I get on the ball and get some ad content that’s going to make some money? I can make those decisions on-the-fly, make changes on-the-fly, and start saving myself money and/or drive profitability. And that’s just one example. We’re opening the door to analysis that has never been done- because it simply wasn’t possible before!
Today AJ will also be on the panel discussion: Online Video by the Numbers: Analytics, Reporting, and Metrics on Wednesday, November 3 at 3:15pm.
Without detailed information on who’s watching—not to mention where, when, for how long, and on what devices—it’s impossible to prove the business value of your video communications initiative. This session examines not only what data you should be collecting but how to use that data to improve the effectiveness of your video and increase your ROI.
If you’re at the show, check it out!
