How can video data improve future messaging?

1. Write the decision first, for example which objection needs a clearer explanation.
2. Add a question, a choice, a button or a branch at the moment in the video that can answer it.
3. Pass the campaign or audience into the link as URL parameters, for example `?source=webinar`, so each view carries it as a variable.
4. After enough views, open Reporting > Questions to see how each audience answered.
5. Use Views with a filter on the variable to compare watch progress and clicks by audience. Exclude your own test views.
6. Change one thing in the message, publish, and compare the same measure over a similar number of views.

A viewer can choose one answer and then act in a different way. Question answers show the stated need. Watched percentage, furthest point, branch choices and clicks show which content held attention and which action followed. Use both before you change a message.

• A poll or multiple-choice question on the main objection, with the answer shown in Questions.
• A branch choice at the point where viewers pick a topic, which shows which topic most viewers want.
• The moment most viewers stop, from furthest point and drop-off, which shows where the message loses them.
• Clicks on a call to action, split by the source variable you passed in the link.

Choose the measure before you look at the results. A report with many columns makes it easy to pick whichever number supports the answer you wanted. Wait for enough views in each audience, and change one thing at a time so you know what caused the difference.

• Reporting tutorial
• Variables tutorial