You’re working on a video technology project. How can you make sure you have the best analytics tools?

1 Define your goals

Before you start looking for video analytics tools, you need to define your goals and metrics. What are you trying to achieve with your video project? Who is your target audience? How will you measure success? Depending on your answers, you may need different types of tools and features. For example, if your goal is to increase brand awareness, you may want to track views, impressions, reach, and social shares. If your goal is to generate leads, you may want to track click-throughs, conversions, and revenue.

2 Compare your options

Once you have your goals and metrics in mind, you can start comparing your options. There are many video analytics tools available, each with its own advantages and disadvantages. Some are more specialized, others more comprehensive; some are more user-friendly, others more technical; some are more affordable, while some are more expensive. To narrow down your choices, consider criteria such as compatibility with your video platform, website, or app; functionality of the tool and offered features and reports; accuracy of the data provided; scalability to support your current and future needs; and customer service, documentation, and updates.

3 Test your tools

Once you have shortlisted your options, you can test them out to evaluate their effectiveness. You can use free trials, demos, or case studies to get a better understanding of the tools. Additionally, you can request feedback from your team, peers, or experts. When assessing the tools, consider questions such as: how easy is it to set up and use the tool? How well does it integrate with your existing systems and workflows? Is the tool fast and flexible in delivering and customizing data? Is the data provided by the tool actionable and insightful? And, how secure and compliant is the tool with your data privacy and protection standards?