1. Quantitative Data
2. Observational Data
3. Qualitative Data
Data Informed vs. Data Driven
The goal of any measurement and reporting should be to act on it in order to improve results. While it may be tempting to act on Quantitative Data alone, it's only by combining this with both Observational and Qualitative Data that you can start to truly understand how your videos are performing.
Data allow us to ask questions, to perform experiments, and ultimately to make decisions in an informed way, but it's important that not all creative decisions are driven by this data. At the end of the day, making great videos is as much of an art as it is a science.
Download our Guide to Getting Started with Video Hosting and Optimization to learn more about how you can begin measuring the performance of your videos.