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NEAL ROMANEK:: What are some of the benefits for data collection?
STEVE RUSSELL: This comes down to the nature of the business – what are you trying to achieve? Operating your own platform, rather than distributing on a third party, means owning your data. Good technical providers offer rich analytic tools out of the box, so you can mine and understand it. Depending on what the business model is, start looking at data through a geographical lens. Or, cobble together data points about your consumers and build up a more complex view, to the extent it’s feasible within GDPR rules. The other side is looking at audience behaviour around the content. How does that differ across the portfolio you’re providing? And how does it alter according to the way you are packaging and formatting? Or, can you see patterns
in the manner you produce things? Where do people start to switch off? And does that mean you need to change how you produce content? VIKTOR UNDERWOOD: With our customers in the corporate space, it’s more about seeing what kind of videos perform better than others, and what manner of engagement trends become apparent. Maybe you see people engaged all the way through for live content, but on demand needs shorter content. We’re talking more about marketing and product videos or webinars, which are sometimes designed to convert the viewer into a contact. It’s helpful when you can see if a person only saw part of it – or watched the whole thing and one particular section twice. For government institutions, it’s very important that data adheres to compliance rules around accessibility and where the law says it should be stored. With
“OPERATINGYOUR OWN PLATFORM, RATHERTHAN DISTRIBUTING ONATHIRD PARTY, MEANSYOU OWN YOUR DATA”
some government communications,
they might want to make sure that the data is contained within their own centres.
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