It is clear that data is absolutely vital for modern OTT services. While most track a lot of data, what is not always so simple is determining how to use that data to best effect. Getting that right is key to engaging subscribers, effectively monetizing your service, and reducing churn. Historically this kind of data-driven video approach has been reserved for the big OTT video players like Netflix. This is partly because there is no one-size-fits-all approach to data-driven video.
We have seen that while all of our customers are video services, they have a wide variety of business models and tracking needs. In some cases, video providers may not be certain what needs to be tracked to give them the best insights to understand service performance and engagement. In other cases, there may be custom use cases specific to that video service provider, which wouldn’t already be pre-integrated and designed in an existing data-driven video tool. This means that they need the flexibility to create a bespoke solution to meet those differing requirements, and bespoke often means complex and expensive.
The ethos behind Accedo One is around democratizing access to the tools needed to create a bespoke video service. Analytics is no exception. By using Accedo One Marketplace to select the right tools, our customers can choose the most suitable vendors for their specific needs. This means that they can precisely configure and define their analytics needs to match their business KPIs. Pre-integrations make that process even simpler. We have set up common use cases to make it simple for video providers to quickly add data analytics to their platforms, while also enabling the addition of custom use cases.
Of course, the challenge with data-driven video is capturing and managing huge amounts of data in one place. It can be a very complex process especially as your service grows and you add different integrations into the mix. At the same time, it is important that video providers can test out different partners as the service evolves.
Accedo One has an abstraction layer within the service that captures all of the data and funnels to one, or many, respective partners, all aimed at making your life easier. It gives video providers the flexibility to test out new partners and allows for multiple integrations, funneling different or the same data to each analytics partner.
Another thing that adds to the complexity is the fact that different vendors use different naming conventions for events and values sent. The abstraction layer is able to normalize those while allowing customers to conform to the property mapping of the different vendors out of the box.
Configuring your analytics can be a daunting prospect, especially if this is a new approach. Often it can be difficult to determine the best way to do this based on your current business model, ads, and subscriptions.
With Accedo One, we have set up pre-configurations that you can choose from to get started. In the dashboard, you can remove or add the available keys or values to make the data sent match your teams’ needs. You can also request additional keys or values from us as a custom setup. The Accedo team will also help during onboarding to ensure the configurations meet the business needs and model. The team can also be on hand after the service is live to adapt configurations as needs evolve.
Integrations available out of the box
Most analytics providers have their origin in a specialized field, such as Business intelligence or Attribution, and then branched out to provide more comprehensive analytics. Many providers now offer additional capabilities, which have made the analytics landscape quite challenging to navigate. Should you use one vendor for all data or split the data depending on each vendor’s capabilities and play to their strengths?
Data accuracy is the fundamental baseline for everything that happens downstream. To achieve this, you need to accomplish a data set that is reliable and verified by the parties involved in capturing the data in the service intel and the processing parties. The easiest way to achieve this is to use a product that already has multiple customers where data is already captured and processed. This way, you do not have to completely redo the entire process for your service each time you want to try out a new provider.
With so many vendors offering analytics tools, it can be challenging to determine which to choose based on your current needs. There are a number of areas you need to consider to determine which type of service you need. These can be used as a baseline for what to ask about and even as an evaluation criteria.
Analytics, from a high level, is divided into five different ways of processing and presenting data.
- Insights, exploration of historical data with emphasis on statistical analysis
- Automate and optimize insights into historical data and is used to automate and optimize performance and processes
- Descriptive analytics is used to track performance indicators to better understand the present state of your service or business.
- Predictive analytics, which analyzes trend data to assess the likelihood of future outcomes
- Prescriptive analytics uses past performance to recommend actions to improve the service and future outcomes.
When evaluating different providers, you can look at different areas of the offering and what that delivers:
Business intelligence & Behavior
Insights into the performance of your business, for example, churn, MAU, and ad retention. As well as how users navigate and use your service.
Insights into what marketing campaigns are driving engagement and signups to your service. Measurements across all possible campaign types, email, Social, Ads
Quality of Service
Insights into the video stack and the performance of its component, CDN, Origin, player, and other parts of your video delivery chain.
Data collectors & processors
If you need to normalize data across multiple sources and want a partner to pre-process before the data makes it into your dashboards.
We have a number of providers in Accedo One that cover the areas outlined above:
OTT Analytics and SVOD Insights Platform: JUMP Insights is an all-in-one business intelligence tool that provides insights about your service’s overall business performance, audience activity, content watched, and the experience provided.
Nielsen is a global leader in audience insights, data, and analytics, shaping the future of media. Measuring behavior across all channels and platforms to discover what audiences love, we empower our clients with trusted intelligence that fuels action.
MMX Multi-Platform offers comprehensive, person-level reporting across all devices and screens on all forms of digital content, providing metrics such as unique visitors, reach, time spent, and cross-visitation. Measure the consumption habits of your digital audience and your competitive set with insights into audience size, demographic composition, and engagement, as well as Advanced Audience behaviors, lifestyles, and digital interests.
mParticle is the Customer Data Platform for leading consumer brands. Product Managers, Growth Marketers, and Developers at enterprises and high-growth startups alike use mParticle to simplify their data infrastructure, increase their data quality, safeguard customer trust, and orchestrate data-driven experiences that drive results.
Datazoom is a cloud-based real-time Video Data Platform that provides data collection, data cleaning & standardization, and integration for content publishers and the streaming ecosystem. We offer Collectors for video players and CDNs using Behavior in-house SDKs and APIs, a Data Dictionary that conforms data CTA-2066 video data standard, Data Pipes that include a menu for selective datapoint routing, and Connectors for sending data into data warehousing & analytics platforms and feedback services.
Google Analytics is a web analytics service offered by Google that tracks and reports website traffic, currently as a platform inside the Google Marketing Platform brand. As of 2019, Google Analytics is the most widely used web analytics service on the web. Google Analytics provides an SDK that allows gathering usage data from iOS and Android, known as Google Analytics for Mobile Apps.
Conviva pioneered and continues to define the standards for real-time, cross-screen, end-to-end streaming media intelligence. Built for streaming video, the Conviva platform enables you to understand and act on experience, advertising, social, and content insights for every stream across every screen, every second.
Youboras mission is to help businesses visualize their data in new ways, discover insights and unlock this data’s endless potential. Dedication to our customers defines what we do and our drive to deliver best-in-class technology. We believe our tools can change the way companies do business worldwide and why work each day to achieve this ideal.
Kochava is the industry standard for secure, real-time data solutions. We help people-based marketers establish identity, define and activate audiences, and measure and optimize their marketing across connected devices.
Partners that are not analytics providers per say but do play an important role in providing data and insights towards our customers.
eSuite HQ provides a raft of reporting tools to enable you to extract pertinent analytics and adopt churn management strategies. Download account details, lists of orders, order tracking, subscriptions, churned customers and more. Getting an insightful snapshot of important metrics doesn’t have to require hours of work in spreadsheets. The eSuite HQ dashboard enables you to quickly build custom views tailored to your needs for at-a-glance analysis.
Access detailed data on who is viewing your content, how it is being viewed (devices, browsers, operating systems), how long it is being viewed, and where viewers are coming from. With Brightcove you can analyze player loads, views, viewed minutes, percent of content viewed, new viewers, unique viewers, attention span, top domains, geography, traffic sources, search terms, and more.
Put data science at the heart of your subscription business. ChurnIQ 2.0 gives you specialized retention analytics and AI-detected subscriber insights.
Leverage the wealth of data with machine learning (ML) technology to boost video monetization with algorithm-powered data on audiences.
Market place partners
Integration partners in the Accedo One marketplace that can be requested
We help content owners to monitor and improve their video workflow so they can deliver the best quality of streaming experience. Monitor Your Service Quality Get access to real-time data on how the different parts of your workflow are performing.
Mux Data is a real-time analytics platform used by some of the largest video brands in the world. Mux Data helps the engineering and operations teams at these companies monitor and improve video streaming performance by measuring the Quality of Experience of every stream: things like startup time, rebuffering, video quality, and playback failure.
Make strategic decisions to optimize content and ad views. Access real-time video activity on your network to make critical business decisions. Quickly identify and act on the exact friction points in your media that are causing churn in viewer engagement.
Moving towards a data-driven future
The future of video will undoubtedly be data-driven. Being able to analyze how your viewers are consuming content, predict churn, and improve monetization, will all be key to remaining relevant and competitive in the evolving media landscape. However, the tools needed will depend largely on the type and maturity of your video service, and will change as your service evolves.
Accedo One enables you to integrate both specialist and generalist partners into your video service. The combination of our partners, valuable out of the box analytics, and the possibility to extend with custom use cases, means that you can make the most out of your business through data.
Reach out to your local Accedo sales representative to find out more.
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