I suggested in Part I of this metrics series the most important video commerce analytics depend on your role in the organization. Below,  I’ve broken out those metrics by role. 

I’m certain this list isn’t exhaustive. I’m also certain there are going to be some disagreements about the metrics suggested here.  If you have different ideas about metrics you feel should be included, or if you feel some of the metrics proposed here aren’t that important, are insufficient, shouldn’t be used, aren’t explained well, or are headed in the wrong direction, please add those thoughts in the comments section.  Thank you…

Video commerce analytics communicate the business impact of video to decision-makers.  As indicated in earlier posts, the cross-functional nature of online video in an e-commerce organization implies that stakeholders may be scattered throughout the business. Therefore, a successful video commerce analytics initiative needs to take into consideration the metrics likely to be of value both to departmental-level stakeholders that own responsibility for a specific business function (site merchandising, online advertising, customer experience, etc) as well as decision-makers that oversee the entire e-commerce program.  A successful video commerce analytics initiative also needs to present information to decision-makers in terms that are…

Video commerce is still in its infancy, yet online video is nothing new on the Internet.  Unfortunately, many of the metrics historically used for measuring online video do not provide much help to executives seeking a greater understanding of what drives success in a video commerce program.  For example, simply looking at bandwidth consumed by your organization’s online videos tells an executive nothing about the traffic the program drives, the sales it produces, the engagement of its viewers, or the relevancy of its content.

In the past, I’ve advocated strongly for using sales generated through video or sales lift attributable…