Prove the ROI of Your Video

Phil Nottingham
Director of Product Marketing
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About Phil Nottingham

Phil Nottingham regularly speaks around the world about video strategy and technical marketing. Prior to working at Wistia, Phil was a Senior Consultant at Distilled, where he became a renowned expert on video SEO and video marketing strategy. In his WistiaFest talk, Phil offers suggestions for how to make a better business case for video.

Talk takeaways

  • We often confuse metrics (things we can measure), KPIs (how we define success), and ROI (attributable financial return).
  • Why bigger numbers and viral success aren't always better, and why you shouldn't treat every metric as a KPI.
  • The key benefits of video -- its emotional impact and ability to convey a lot of information in a short time -- and how to measure a "meaningful impression".
  • How to separate creative and marketing goals to improve your measurement and produce more targeted videos and tips for attaching metrics to emotional state change and minimum viable conversions.
  • Specific practices for measuring ROI from paid video campaigns on YouTube and Facebook.
  • The importance of both tangible and intangible video goals.

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