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How do you measure video marketing results?

You’ve got a metrics solution for Web pages. It might be Google Analytics or it might be something else, but you can count your page views, your visitors, and your conversions on your Web site. But as your marketing increasingly happens off your site and out of sight, you need more metrics solutions to track your progress. This week, YouTube has stepped up with a nice offering to help you track your video marketing.


See, metrics hasn’t always been simple. We use lots of weird terms like “page views” and “referrals” just to make sure that normal human beings don’t know what we’re talking about. As I said in my proposal for simple Web metrics a while back, all marketers really want to measure is

  • Did they see it?
  • Did they choose it?
  • Did they do it?

That’s all well and good when the message is on your Web site. You know whether they saw it by using you Web metrics package. And it’s great when your message is trying to lead someone to a sale. You can find out if they bought something.
But more and more, we’re seeing viral marketing focused on brand awareness. And those viral messages are not usually passed on your site. That’s why Web metrics is getting a bit more complicated. Just as you need DoubleClick to tell you whether a banner ad ran, you need Feedburner to tell you how many blog subscribers you have.
So, YouTube is now filling the void for video. It was great that we could upload videos to YouTube for free. Lots of folks watched our videos, but we didn’t know much about them. We knew the total number of people that watched, but we didn’t know when they watched, where they were from, and how popular your video was. If you use YouTube, check out their announcement of YouTube Insight.

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Mike Moran

Mike Moran is an expert in digital marketing, search technology, social media, text analytics, web personalization, and web metrics, who, as a Certified Speaking Professional, regularly makes speaking appearances. Mike’s previous appearances include keynote speaking appearances worldwide. Mike serves as a senior strategist for Converseon, an AI powered consumer intelligence technology and consulting firm. He is also a senior strategist for SoloSegment, a marketing automation software solutions and services firm. Mike also serves as a member of the Board of Directors of SEMPO. Mike spent 30 years at IBM, rising to Distinguished Engineer, an executive-level technical position. Mike held various roles in his IBM career, including eight years at IBM’s customer-facing website, ibm.com, most recently as the Manager of ibm.com Web Experience, where he led 65 information architects, web designers, webmasters, programmers, and technical architects around the world. Mike's newest book is Outside-In Marketing with world-renowned author James Mathewson. He is co-author of the best-selling Search Engine Marketing, Inc. (with fellow search marketing expert Bill Hunt), now in its Third Edition. Mike is also the author of the acclaimed internet marketing book, Do It Wrong Quickly: How the Web Changes the Old Marketing Rules, named one of best business books of 2007 by the Miami Herald. Mike founded and writes for Biznology® and writes regularly for other blogs. In addition to Mike’s broad technical background, he holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing and is a Visiting Lecturer at the University of Virginia’s Darden School of Business. He also teaches at Rutgers Business School. He is a Senior Fellow at the Society for New Communications Research. Mike worked at ibm.com from 1998 through 2006, pioneering IBM’s successful search marketing program. IBM’s website of over two million pages was a classic “big company” website that has traditionally been difficult to optimize for search marketing. Mike, working with Bill Hunt, developed a strategy for search engine marketing that works for any business, large or small. Moran and Hunt spearheaded IBM’s content improvement that has resulted in dramatic gains in traffic from Google and other internet portals.

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