April 8, 2013

Article

Managing video costs calls for analytics input

It's easy for a company to spend too much on a product that has little or no demand if it doesn't look into the market for its offering first. This is largely the case with streaming enterprise video deployments. While the service itself can render significant return on investment, organizations have to be certain that the kind of video experiences they're creating are actually options that customers want to see.

Putting out an overbuilt offering can be just as damaging as an underdeveloped one, Streaming Media Online reported. Putting too much money into a project that's bound to flop is an undesirable decision. However, having the ability to predict how much content is enough to get the best reception is difficult when first entering a market. Even companies that have been producing enterprise video content for years may underestimate their needs or produce something that could have been better quality with a higher budget. As research has shown, people will turn off a low-quality video or lose interest in a poor-quality stream, so under-investing can be just as damaging.

Enterprise Irregulars wrote that a major part of determining how future investments will play out requires looking at past experiences. Harnessing big data is an increasing part of many firms' technology initiatives, and delving into these resources in search of analytics and business intelligence will lead to better decisions.

Assessing corporate messages
Advertising has become significantly dependent on big data, the source stated. Many companies are now investing in programmatic buying, the process of automatically purchasing ad space and buying into markets where big data analytics indicate that the best returns are likely to accrue. By looking at how these outlets have done historically and comparing other market factors with past circumstances is making it easy for companies to find the areas where they should be most active.

This same principle is being injected into enterprise video. Streaming Media wrote that looking into the depths of the way people interact with videos, monitoring how long they watch certain messages and assessing analytics in workflow can help businesses isolate recordings they should be generating. As Mark Taylor of Level 3 Communications pointed out, when companies think that all their products look alright on the surface, searching through video details can isolate conditions that make them more or less successful so that they can apply these ideas to future deployments.