October 30, 2014


Business intelligence meets video communication

Knowing more about the future of an organization, the markets in which it’s active or the employees it relies on can give firms a huge advantage in terms of planning and enterprise growth strategies. In the corporate world, that requires a huge wealth of information about each of these situations, since every one of them is dictated by the change in little features and the capabilities of just a few people.

Video for business helps tie people together, but not all leaders have seen how helpful it can be in harvesting this kind of knowledge for business intelligence purposes. As it turns out, a lot of the things that companies want to know about their future could already be buried in these resources, or at least the resulting data that comes from personnel and other users accessing video communication.

Tracking ideas
In the world of recorded content, Forbes pointed out, it’s easy to overlook the little things. However, these small pieces of information are often the start of emerging trends, or in other cases, they’re a more blatant expression of a hidden influence that corporate insights could otherwise reveal.

There’s literally a world of data that companies are simply losing by failing to tap into the right kinds of business intelligence resources. These outlets can include everything from the people generating or monitoring video communication, to the data analysts responsible for reviewing site traffic or compiling user statistics.

Little things like where most users access video communication from can make a huge difference in the future of an organization, Forbes noted. Sharing trends, personal usage highlights and the ways consumers choose to interact with video for business has the potential to shape the goals of a company, as savvy organizations know that staying ahead of what users want is the key to keeping them long-term.

Improving understanding
Forbes stated that it’s best to generate audience identities, methods of seeing what users do from a certain perspective that grants more personality to each group. This allows companies to assess the interactivity and personal proclivities of these users through the litmus of a certain mindset. This in turn allows video for business to adjust their approaches in ways that are ideal for the intended audiences.

In order to incorporate business intelligence into this process, it’s necessary for companies to learn how to gather data and make use of it. Especially when this comes to video communication, it may not be an intuitive process for corporations. Yet as Forbes stated, it’s necessary to think about IT and social media as to extensions of forecasting solutions. By properly controlling these input services and monitoring output from user interactions, it’s easy to start constructing a better picture of who target audiences are and what they want.

This brings to light what business intelligence analyst John Buffone recently said at an NDP Group conference. Light Reading reported that he spoke out regarding why some video communication services are trying to expand their channels and file libraries without necessarily seeming to have a point for doing so.

“Content is what’s going to bring [media streaming devices] to the next level,” as Light Reading quoted Buffone. “It’s not just necessary to be able to stream popular video services such as [some streaming video providers]. Device manufacturers must also have the ability to attract a wide array of content owners and developers to build apps for their platforms — which is the direction [some major organizations] are taking with their devices.”

Branching out
It’s important that companies are thinking about more than just what they want in terms of data and where they want to store or host it. What’s really important is how consumers are going to interact with it.

In the business Intelligence landscape, that means figuring out who’s using content and how they’re doing so. Real Info Systems News stated that this means focusing on some of the most important users, rather than the entirety of corporate audiences. It also means addressing diverse device environments, which can cause system problems and availability issues for target usership.

Instead of extending operations to just everyone with a mobile device, it’s better to come up with tools that work for a company’s specific user and infrastructure profile. If that means neglecting some groups in order to get the broadest swath of target audience onboard, so be it. Business intelligence solutions show that there’s more to making the most of enterprise video communication than just broadcasting it to every single person who might want to engage with this content.

Specific technology can cause its own focus, but only when business intelligence shows that these devices are driving their audience segment. That’s the way that analytics should push companies – to hone in not only on who uses video, but when, why and how they do so.

Learn more about enterprise video and enterprise video content management.