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Getting a return on investment from video.

One of the biggest challenges with video or any digital marketing activity is explaining how you get a tangible ROI from a digital campaign even though you are not selling a product or service for money.
If you were selling a product for example then it would be easier to track from when the campaign started (and then ended) to see whether there were any spikes in sales or increased traffic to a website.

Once you have that data then you could cross reference with the times and places where videos were posted and look for any similarities or areas where the posts drove interest with their call to actions or URL link clicks.

If the business isn’t selling a product or service then how would you measure the success of the video campaign?