November 19, 2014


Business intelligence gets boost from video communication

The more that companies can know about their target audience, the easier it is to structure video communication to fit them. This kind of engineering takes time, finesse and the knowledge of how to generate such outcomes. That’s more than just guessing and continuing to pitch new ideas all the time. If that was how companies conducted their enterprise video solutions, they’d probably wind up just confusing and alienating their viewership.

Instead, companies need to focus on analytics and business intelligence in the video communication realm. These tools take important data from streaming services, hosted portals and general usership, crunch numbers and come up with usable metrics. In the end, it’s far easier to hone in on the best possible recorded content options by taking a scientific approach to how content is generated and distributed.

Learn more about enterprise video content management.

Discovering demographics
The first thing that companies should be aware of is who they want watching content, as well as who is already tuned in to ongoing broadcasts. These figures can be compared easily and will show organizations if they’re already hitting their targets. If not, they’ll be able to learn at least who isn’t on board with enterprise video communication.

Addressing employees and target audiences first is the best way to get business intelligence under way, as RIS News reported. This requires investing in technology, moving to digital monitoring and increasing the amount of focus that employees are instructed to place on recordings.

To do that, companies need to ensure that they’re actively using their technology in the best ways possible. They should verify that their tools are generating optimal recordings, as well as verifying that they aren’t constantly opting for the easiest solutions. At least, that is, if those opportunities sacrifice vision and quality for cost of deployment.

In short, as the source stated, it’s important to have a strong idea of what companies want to get out of video communication. This helps properly target business intelligence endeavors, as there’s a clear goal to steer operations toward. It’s important for firms to know what they want to achieve first so that they can establish metrics that show how well their endeavors are progressing. Without such tools, there’s no way to know if return on investment is occurring, or if there’s a draught of viewership causing deployments to falter.

Implementing insights
Overall, companies should strive to get real-time reporting in place. As RIS News stated, this will help companies ensure that they have a positive plan and are actively working toward their goals. What’s more, with a rapid feedback solution, it’s easy to tell if video communication is missing the mark. Everything from length of viewing time to feedback from users can help increase this business intelligence vantage point.

There are a few other important things to consider though when delving into business intelligence in the video communication landscape as well. Forbes pointed out that it’s necessary to consider the reason why firms are using this technology in the first place, such as gamification or marketing purposes. The motivation may even be as basic as improving overall understanding of corporate culture. What matters is that companies have a process in mind so that they can look back in case things go wrong.

Collecting insights
The biggest and most important element of business intelligence is the way in which companies record their data. Whether they are using a private platform, a hosted portal or a public deployment doesn’t always matter, but what needs to be collected is the information about viewership and retention. If a current option doesn’t offer that feedback, it might be time to look at other hosting resources.

Forbes stated that analyzing information helps empower organizations to make more informed decisions about how to handle their video communication. That’s why it’s so important to take careful steps to ensure the accuracy and consistency of reporting mechanisms.

The better the quality of the content collected, the easier it is to detect trends. As Forbes noted, the more thorough the reporting, the clearer certain habits and behaviors are to detect. Knowing what individuals like and what drives them to watch, share and discuss content can help firms generate more video communication along those lines. This in turn enhances the likelihood of ongoing visibility and enhanced corporate presence.

“Using video analytics to synthesize data and then generate intelligence – such as heat maps that indicate where people are piling up, is a very interesting and useful application for businesses” said digital media professor Richard Smith of Simon Fraser University.

By improving video communication accounting, it’s easy to find trends and act on these interests. That way, organizations are always paying attention to business intelligence in terms of attracting and retaining audiences more actively.