Through The (Video Analytics) Looking Glass

Using video analytics for enterprise

Use of video in the Enterprise is on the rise. For most large companies, video is now a crucial part of corporate communications, training and marketing initiatives. But how do you measure the true value of any enterprise video initiative? Analyze. Analyze. Analyze.
Most video analytics solutions will provide you data on “total views”, “average duration of view”, “device type”, “geography” etc… Some provide even more granular measurement including “engagement”, “drop off”, “bitrate”, “browser”, “OS”, and more.
By learning more about your video analytics capabilities and learning how to review the data your analytics tools return to you, you can actually use video as a looking glass. Through that glass you can garner incredibly granular insight that can improve your business in a myriad of ways.
Sadly, many enterprises have no understanding of historical use of video across the organization. This is dangerous because it’s impossible to understand where to best focus your resources, unless you understand the return on your investment. Video analytics can fill in many blanks and enable you to more efficiently invest in video. Video analytics
Analytical data is a goldmine of insight. The trick is to make regularly scheduled analysis part of your ongoing strategy. This review of video analytics data will help you achieve the goals you’ve set for any video initiative by allowing you to recognize trends that can help you adjust your approach and improve your results on the fly.

What Can You Get from Video Analytics?

So what knowledge might you glean from regular and more frequent and forensic analysis? Let’s review a few basic categories of data and the story that might be hiding in the numbers:

Total Views

A review here will show you very quickly which content in your library is being consumed the most. More importantly, it will reveal which content is NOT. Armed with this information, you can make a business decision to focus your content creation budget and efforts on content that is garnering the majority of views. It can also inspire you to review your most successful content more closely to identify traits that are consistent within the successful content that you might apply to not so successful content.
Top video content


Are the staff in the St. Louis office actually viewing the mandatory HR videos you’ve published? Are the marketing videos on a particular product consumed more voraciously in Europe than in the U.S.?  Are they consistently viewing higher bit rate versions of content in certain geographies? Knowing the geographic breakdown of your viewers will empower you to make smarter decisions regarding not only content, but network conditions and more.

Device Type

Knowing the device types used by your viewers can save you money and help you focus your developmental efforts. For instance, if 90% of viewers are viewing on mobile devices you may be more inclined to invest in native app development for those specific devices. If the majority of viewers are viewing via the desktop, then you may opt to avoid investing in native app development. Without understanding device type breakdown among all viewers, you could waste your budget building a solution for which there is no problem.


How engaging is your content? How many times in a given time frame are viewers playing a given video and how much of a given video are viewers consuming? Are they watching just a few minutes of your video presentation or are the bulk of them viewing more than 50% of the content in question? Engagement data can help you understand which content is truly compelling and help you identify which content in your library begs for closer scrutiny and refinement.


If you’ve authorized certain individuals in your organization to contribute content, here is where you’ll be able to understand who your most enthusiastic contributors are. This data will also reveal potential need for more training. For instance, if a large number of authorized contributors are not providing you with much content they may be suffering technical difficulty with content creation tools.

Content drop-offDrop off

If a specific piece of video training content has a sharp drop off point across all viewers at 1:30 into the content… it’s likely there is some editorial or technical anomaly driving this result. Understanding drop off will allow you to identify and correct editorial or technical flaws.

So What?

This list is hardly comprehensive. Most video analytics solutions provide insight across many more data points. The point is that unless you’re reviewing the data frequently, you’re missing an opportunity to take advantage of knowledge that can streamline workflows, increase efficiency, reduce cost, improve ROI, and amplify the success of any enterprise video initiative.

Interested in hearing about a company exploring ROI? Watch ADP’s thought leadership presentation, “The Art and Science of Enterprise Video“.

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