ANLY482 AY2017-18T2 Group30 Objective 2
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Using Facebook Insights Data Export (Video Posts), we extracted the data from the Total Video Performance tab with the aim of identifying the videos with high drop-out ratio. (73 rows in total)
This will assist XYZ with identifying videos with content fatigue problems at a strategic level. High drop-out ratio refers to types of video content that viewers will deviate promptly after viewing the video for the first few seconds.
Using three key metrics namely: (a) Lifetime Total Video views, (b) Lifetime Total 10-sec views and (c) Lifetime total video watches at 95%, we are able to calculate the following two derived columns using JMP Pro (as below):
- Viewers who drop out at 10 sec mark = (a) - (b)
- Viewers who drop out in between 10 sec and 95% mark = (b) - (c)
From the scatter plot, we can observe the top 10 Videos with high dropout ratio after 10 sec. Most of them are travel videos.
(Please refer to any of our team mates for the video's corresponding description).
