Getting Started with the Audience Module
This topic provides an overview of the Audience module which is used to track video engagement.
The Audience module is used to track video engagement data for videos that are viewed inside of an Audience-enabled Brightcove Player. Viewing data is stored in Video Cloud and can optionally be synchronized to popular marketing automation platforms such as Eloqua, Marketo, HubSpot and Salesforce.
To access the Audience module, login to Video Cloud and click Audience in the navigation header. The Audience homepage displays video engagement data which provides insights into how long videos were watched, which videos were watched, and who watched them. This allows you to better engage and convert your audiences.
The homepage provides the ability to:
The Audience module provides the ability to:
- Setup data connections
- Create Audience players
- Create and manage lead forms
- Publish to Email
- View player events
- View viewer profiles
- View synchronization activity
- Configure Audience settings
- Export Audience data
- Export Gallery leads
- Manage viewer data
Viewing video performance
The video performance section provides high level video performance for videos that were played inside of Audience-enabled players. Start by selecting a Time Period for the charts. The following options are available:
- 7 Days
- 30 Days
- 90 Days
The following charts are displayed:
Most Viewed Videos
The Most Viewed Videos chart displays the most viewed videos in Audience-enabled players for the selected time period.
Most Engaging Videos
The Most Engaging Videos chart displays the most engaging videos in Audience-enabled players for the selected time period. Engagement is the average percent watched. For details on how we calculate video engagement, watch the training video Calculating Video Engagement.
The Viewer Trends chart displays video views over time for the selected time period. Views from both known and anonymous viewers are displayed. Hovering over the graph will display the actual data points.
Note: When using a Marketo Munchkin connection, the Viewer Trends graph will only show data for Unknown Viewers. When using a Munchkin connection, user details are not collected. For more detailed user information, the Marketo REST connection should be used. For information, see Integrating Video Cloud with Marketo Using the REST APIs.
Viewing leads performance
To view the leads information, click the Leads tab. Note that the Leads tab will only appear if your account has Audience lead forms created. The leads performance section provides high level leads performance for videos that were played inside of Audience-enabled players. Start by selecting a Time Period for the charts. The following options are available:
- 7 Days
- 30 Days
- 90 Days
The following charts are displayed:
The Audience Funnel displays metrics for videos in Audience-enabled players with Audience lead forms for the selected time period:
- Video impressions - The number of videos that were loaded
- Video views - The number of times a video started playing, recorded when the stream is started (does not include rewind or replay); it is not a measure of individual viewers
- Lead form views - The total number of lead form views
- Conversions - The total number of lead forms that were submitted
Top Converting Videos
The Top Converting Videos chart displays the videos with the highest conversion rate. The conversion rate is calculated by dividing the number of submitted lead forms divided by video impressions.
The Leads Chart displays the number of submitted lead forms by day for the selected time period. Hovering over the graph will display the actual data points.
Viewing the Audience module status
The Audience Status section displays the current status of the Audience module.
Setting up data connections
The Data Connections option is where you configure the Audience integrations. Audience can integrate with popular marketing automation platforms ("MAP integration") or the viewing data can be saved locally and then exported or extracted using the Audience API ("non-MAP" integration). The following table outlines the supported integrations.
|MAP Integrations||Non-MAP Integrations|
Note: The number of connections that can be configured is based upon your Video Cloud subscription.
Creating Audience players
The Audience Players option allows you to create Audience-enabled Brightcove Players. Video engagement data will only be recorded when video content is viewed inside of an Audience-enabled video player. For information on creating Audience-enabled players, see Creating an Audience-enabled Player.
Creating and managing lead forms
The Lead Forms option allows you to create lead forms for data capture. Once a lead form is created, it can be associated with an Audience-enabled player. For information on creating lead forms, see Creating an Audience Lead Form. It is also possible to create and use lead forms that are created inside of a third-party marketing automation platform.
Publishing a video to email
The Publish to Email option allows you to select a player, video and then generate the HTML embed code to email the video. For information, see Publishing a Video to Email using the Audience Module.
Note: The Media module also provides the ability to publish a video to email. For information, see Publishing a Video to Email.
Viewing player events
The All Recent Activity option allows you to view the player view events that were recorded for the past 24 hours. For information, see Viewing Player Events in the Audience Module.
Viewing video activity
The Video (non-MAP) option allows you to view the viewing activity for a video. For information, see Viewing Video Activity.
Viewing viewer profiles
The Viewer Profile (non-MAP) option allows you to view the player view events by viewer. This option is enabled when using SSO or custom integrations, or Audience Tracking. For information, see Viewing Viewer Profile Information.
Viewing synchronization activity
The Synchronization Activity option displays the last 10 jobs that were synchronized from Audience to a marketing automation platform. Synchronization runs on an hourly basis. Select a connection and then click the Test Sync button to run a synchronization. This is helpful when testing new integrations to avoid having to wait to see if event data is being sent to your marketing automation platform. Test Sync can be executed once every 5 minutes up to 10 times per hour.
Note: When using custom integrations, no synchronization jobs are created. Synchronization jobs are created only when using integrations with a marketing automation platform.
Configuring Audience settings
The Settings option allows you to configure some default settings for the account. For information, see Configuring Audience Settings.
Exporting Audience data
The Export Audience Data option is used to export view event and lead form data. This option will only appear for account administrators. For information on exporting Audience data, see Exporting Audience Data from the Audience Module.
Exporting Gallery leads
The Export Gallery Leads option is used to export lead form data that was captured from Gallery experiences. This option will only appear for account administrators. For information on exporting Gallery lead data, see Exporting Gallery Lead Data.
Managing viewer data
The Manage Viewer Data option allows you to search for a user and then either remove that user or export that user's data. This option will only appear for account administrators. For information on managing viewer data, see Managing Viewer Data.