Filtering and segmenting are the peanut butter and jelly (or marshmallow) of your chart data. When paired together, they give you access to the untapped potential of your video metrics.
What is Filtering?
Filtering allows you to choose which data you want to include in your widget based on the location data (country, region/state, city) or the device data (browser, platform/OS, mobile). This allows you to get very specific in which data you want to be looking at.
You’re able to combine filters to answer any questions you have about your audience. Your questions can be as broad or as specific as you’d like – such as what is the average engagement for all views in the United States? Or how many views does a video have from New York City and Boston viewers using a Mac?
The granularity of the data (especially the data from Wistia) makes it possible to really dive deep into your audience and answer questions in just a few seconds thanks to filtering.
What is Segmenting?
Segmenting is the automatic splitting of data on a chart again based upon the location data (country, region/state, city) or the device data (browser, platform/OS, mobile). Unlike filtering, you cannot select multiple segments at the same time because that would render the charts unusable.
With segmenting you can more easily see trends from different, well, segments of your audience. You could segment average engagement by browser, and maybe you notice that Firefox users tend to have 20% less engagement than other browsers. After some digging, you find that there’s an issue causing your video to load slower on Firefox. That’s causing people to quickly give up on trying to watch your video.
Or you segment views of a video by mobile vs desktop. You see that desktop views outnumber mobile views 3 to 1, even though you’re getting almost 50/50 traffic to that page. There could be an issue with how the video loads or looks on mobile that’s leading to fewer people clicking on it.
How to Use Them Together
Here’s where the fun begins – combining filtering and segmenting together to quickly answer some very specific questions.
Let’s say you’re a company that provides services only in about a 30 mile radius, and you’re producing inbound video content to bring awareness of your company to people only in that area.
The first thing you’ll want to do is see how many views you’re getting in your area, so you create a line graph showing views. Then you go to location filtering and select your state under region, then go to segmenting and select city. Now you can see how many views you’ve received over time for each city in your state. The cities that fall within your 30 mile radius should be the highest.
Finding New Opportunities
Maybe you see three cities that are pretty high up in views, but they don’t fall within your current service area. Clearly there’s interest for your company’s services in those cities. You take this data to your head of business development and show them this market opportunity.
They’re excited, but they want to make sure that people are genuinely interested before going down this road (because video views alone really don’t mean much). So you go back to your line graph’s settings and change the metric from Views to Average Percent Viewed.
If you want, you can also add additional filters, selecting only your most popular cities along with these new cities so that you can compare your current and potential markets.
Now your graph is showing the average engagement for each video view, segmented by city. Lo and behold, the average engagement for these new cities is right up there with your current cities. Now you can definitively say that there is clear interest in your company’s services and you should consider expanding into those cities.
Finding this kind of information can lead to real business opportunities and market growth. Nobody needed to take the time and resources to go out and attempt to gauge market interest. Your prospective customers came to you thanks to the content you have already created for your current service area.
This is just one example of how you can use filtering and segmenting to prove the value of your video content and generate real revenue and growth for your company. Hopefully this has helped you think of even more ways that you can use filtering and segmenting with your own video content.