Analysis of YouTube and Vimeo using Web Analytics

The assignment requires a comprehensive analysis of YouTube and Vimeo using web analytics tools to understand their performance, customer loyalty, market segmentation, product promotion, and other key aspects. The report concludes that digital business has changed the way operations are managed in organizations and that web analytics is essential for decision-making. References to relevant books and journals are provided at the end of the assignment.

DIGITAL BUSINESS
MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................1
You tube and its competitor........................................................................................................1
Strength and weaknesses of You tube against its competitor such as Vimeo.............................2
Strength -.....................................................................................................................................2
Web analytic tools and its use to gather web analytic data.........................................................3
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Digital business management is the new way of managing the operations apart from
traditional business degree. Selection of cutting edge technology and innovative marketing
techniques. It helps company in preparing against the highly competitive business environment.
Management of business processes through digital mediums has helped company in making their
activities easier and efficient. Technological changes in the working procedures of business
community throughout the world has made it compulsory for them to inculcate these changes.
Web analytical tool like Web analytics 2.0 is used in analysis of quantitative and qualitative data.
These are used to drive continual improvement of online experience of the users (Amit and Zott,
2012). It is an analysis service that are used by small and big businesses to measure data
features, what user do with data and meeting overarching business objectives. This report
highlights the use of Web analytic tool in deciding the performance of website. It also showcases
the strength and weakness of Website like You tube against its competitor like vimeo.
You tube and its competitor
You tube is the largest video sharing website in the internet world. Everyday millions of
videos are being uploaded on this website. In spite of large competition faced by this platform
from various other websites it is growing in a much faster rate. Every minute approx 500 hours
of contents are being uploaded on this website and it is estimated to be going up to 700 hours of
content in the coming years. From this website, people can download, view and share
information easily and can also subscribe to other users (Bharadwaj, A. and et.al., 2013). It
generates revenue by doing advertising and a programme which keeps site content according to
the audience.
YouTube has large number of rivals that has also capture large market share in United
Kingdom. Such as- Vimeo, other social networking sites like Facebook, Twitter, clipsnow which
also offers Video monetization which is very beneficial for that person who are video bloggers.
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Strength and weaknesses of You tube against its competitor such as Vimeo
Strength -
YouTube Vimeo
1. Most popular video accessing website
worldwide.
2. Wide amount of video can upload on website.
3. Easy and convenient technique of creating
and updating YouTube profile.
5. Automated suggestion system related to
genre, and keywords.
6. It is very user friendly and works under
simple customization method (Holliman, G. and
Rowley, J., 2014).
7. This help to organise their work in easily
manner.
1. Less restriction of time duration of video.
Video duration can be as long as it needed.
2. Allow users to create profile or groups and
manage users and engage them.
3. Allow to pay for specific video in order to
show that ion top.
4. Access high speed data otherwise there will
be low streaming speed.
5.This can help to increase the fellow user
engagement.
6. They largely use the paid tiers, which gives
high benefits.
Weakness -
YouTube Vimeo
1. Heavy competition and traffic of same video
that a specific video may lost in pool of videos.
2. A lot of distraction through related videos
suggestion process that engage viewers to access
other video.
3. Paid advertising. Too much advertising in 30
minutes videos or even 5 minutes video.
1. Less traffic than YouTube.
2. Requires to be promoted videos otherwise
unpaid videos usually lost in ocean of promoted
videos.
3. Advertisement more than YouTube. A person
have to suffer with pain of watching advertising
and need a lot of patience while accessing videos
on Vimeo.
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Web analytic tools and its use to gather web analytic data
Web analytic tools are used to analyse qualitative and quantitative data of an website.
This helps to gather knowledge about web analytic data that is used for knowing the position of
the website in front of their competitors. It helps to drive improvement procedures on the
continuous basis for the online experience of the customers. It is three tiered tool that helps in
delivery and analysis of services for big and small businesses. First is data itself, in this data is
measures in terms of traffic, clicks, page views and more. Second tier relates to the what user can
do with that data and how they are able to gather information by these services to the customers
to both new and old (Laudon And et.al., 2012). It helps to make their experience better. Third is
the meeting of the business objective of users. It can be in both the ways online and offline. As
data is a great way to see how websites are performing.
Some of web analytic tools are as follows:
Alexa: It is basically Amazon voice control system. They developed various amazon echo dot
devices that can help to music payback, setting alarm, playing audiobooks and other real time
time information and news.
Google trends: It is basically to provide web facility to many users. This show how a particular
search item is entered relative to total search volume across all region. It allow the user to
compare the volumes of searches between two or more term.
Spyfu: It is basically the search analytic company that are located in Scottsdale, AZ. It is a web
scrapping tool that help to user to make web scraping software.
Here we will use spyfu to compare Vimeo and youtube.
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Illustration 1
Text 1: monthly domain overview of vimeo
Illustration 2: monthly domain overview of youtube

Monthly domain overview of you tube and its competitor shows that in SEO clicks and monthly
paid domains you tube has over past its competitor vimeo.
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Illustration 3: shared organic keyword of vimeo

This comparison shows that you tube has over passed in market share.
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Illustration 4: shared organic keyword of you tube

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Illustration 5: Organic ranking history of youtube

In organic ranking history you tube have shown a constant increase over its competitors.
These data are used to analyse the market competition and helps to improve decision making
process to gain competitive advantage.
Some of the ways in which it can give competitive edge are:
1) Basket analysis: It helps to give future customer behaviour as to what viewers of you tube
wants to see including purchasing and preferences.
2) Sales forecasting: It helps to know that what customers when competitor will access the
website again. This also gives the details to YouTube that how many customers will
actually access the websites among the potential customers.
3) Database marketing: This helps you tube in examining customers viewing behaviour i.e.
what kind of video is trending among the people looking at the history and profile of the
customers (Peppard and Ward, 2016).
4) Merchandise planning: This helps website in selecting products that needs to put on the
main screen of the customers. It also helps to analyse what type of video must be on the
front screen. It also helps in balancing the amount of video that needs to be shared.
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Illustration 6: Organic ranking history of vimeo

5) Customers loyalty: It helps to know the loyalty of various customers i.e. how frequently a
customer is accessing the website or uploading the video. Information about the customer
loyalty of competitors website can be used by the you tube to make its strategies so that
they can attract more users.
6) Market segmentation: Data collected from data analytic tool can be used to do market
segmentation that can be used to promote the business of you tube. Most businesses
needs to expand their cycle of competitor by two to three times and it can only be done
by use of data mining available from the web analytic tools. It helps to improve you tube
conversion rate in order to customize products so that large viewers can be attracted.
7) Product promotion: Data mining using these web analytic tools can be used for creation
of product that customers will want in future (Zott, Amit and Massa, 2011). It helps to
fulfil obvious needs, offer unique products, make attractive design and can serve broad
market.
Various other ways that assists decision making process are as follows:
 Setting of goals for the website.
 Understanding problem that lies with website.
 Optimising user experience
 Knowing what do user search for.
 To know what are the best and worst performing contents of YouTube.
 Reasons why people changed You tube preferences.
 In increasing the location based data.
 Device or app that are used to view YouTube website.
CONCLUSION
Digital business has changed the way of operations in an organisation. This way of
management is the need of today's business environment. From the above report it has been
concluded that using the web analytic tool a company can check the performance of its website
and competitors website. It helps in decision making process by analysing web analytic data.
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REFERENCES
Books and Journals
Amit, R. and Zott, C., 2012. Creating value through business model innovation. MIT Sloan
Management Review. 53(3). p.41.
Bharadwaj, A. and et.al., 2013. Digital business strategy: toward a next generation of insights.
Holliman, G. and Rowley, J., 2014. Business to business digital content marketing: marketers’
perceptions of best practice. Journal of research in interactive marketing. 8(4). pp.269-
293.
Laudon, K.C. And et.al., 2012. Management Information Systems: Managing the Digital Firm,
Seventh Canadian Edition (7th. Pearson.
Pagani, M., 2013. Digital business strategy and value creation: Framing the dynamic cycle of
control points. Mis Quarterly. 37(2).
Peppard, J. and Ward, J., 2016. The strategic management of information systems: Building a
digital strategy. John Wiley & Sons.
Zott, C., Amit, R. and Massa, L., 2011. The business model: recent developments and future
research. Journal of management. 37(4). pp.1019-1042.
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