In the past educators had to rely on scores in tests and experience to assess whether learners understood information. The use of videos in online education has gained impetus over the past decade, especially with the move towards remote learning. Videos are the primary type of content online educators use and they can no longer do without video analytics. Every click, pause, or rewatch generates a data point. Online educators can collect and analyze this data to discover how learners interact with their video content.
Learners don’t just watch videos but interact with them in various ways. This shows their level of engagement and how much they understand. Learner engagement data empowers online educators to make informed decisions. Rather than waiting for learners to fail tests, predictive analytics can show patterns that predict challenges. Educators can then intervene and offer support. They can also offer learners who master material quickly further resources. Analytics therefore help online educators to use resources efficiently to maximize learning outcomes.
Key metrics to measure
Here are some of the metrics online educators must measure if they want to improve their e-learning videos:
- Views are a basic metric that shows how many learners open a video. Online educators can get deeper insights from metrics such as repeat views and viewing across different time frames.
- Completion rates can indicate learner engagement in a video. A high completion rate shows that the length, pacing, and video content are appropriate. A low completion rate may suggest that a video is too long or complex. Shortening a video and simplifying the content could improve completion rates.
- Drop-off points pinpoint when learners stop watching videos. This data can be invaluable when it comes to aspects such as refining video length. If many learners drop off at the same point, online educators need to find out why this is happening. By making course materials simpler or less confusing, it could help to remotivate learners.
- Interactive elements such as quizzes, clickable hotspots and discussion prompts can shed light on learner understanding and participation. There are adaptive platforms that can automatically adjust the difficulty of content based on how learners interact and progress.
Private video hosting platform Cincopa offers advanced video analytics. They give online educators video performance insights. They can also see the ways in which different learners interact with videos. This gives them the insights they need to make informed decisions and optimize e-learning strategy.
How analytics improves course design and learner support
The use of education analytics goes way beyond measurement. Insights from analytics can actively shape the design and delivery of e-learning courses.
1. Make course content more engaging
Activity data tracks how learners interact with a course. Online educators can see how long they spend on each module. They can see which resources they access most. They can even see how often they click ‘next’ without really reading the content.
Instructional designers can use information like this to refine video courses and make them more engaging. For example, if they create a course on social media marketing, the analytics data may show drop-off after a module on video editing. This tells them they may need to offer more support or take a different approach for learners to grasp the topic. They may decide to create a series of short video tutorials on video editing basics.
2. Personalize learning pathways
Every learner learns at a different pace and has an individual learning style. By analyzing patterns in e-learning, each learner can have access to a personalized learning pathway. Online educators can identify learners who struggle and others who excel. Those who struggle may benefit from shorter video formats and supplementary material. Those who get through content very quickly may require additional resources. Some platforms are able to automate these adjustments and give learners recommendations that keep them engaged.
3. Intervene in time and in a targeted way
Predictive analytics can identify learners who are at risk of failure. Before their problems become severe, they can receive data-informed interventions. If learners get low quiz scores in videos, they may have a knowledge gap that needs addressing. Online educators and trainers can receive alerts when this happens. They can use video messaging to check in with learners before they drop off altogether and offer them support. In corporate training and higher education, learner retention is one of the key metrics of success.
4. Create and redefine assessment strategies
Data insights can help with creating and redefining assessment strategies. Online educators can ensure that their assessments accurately measure understanding and identify learning gaps.
5. Improve long-term instructional strategies
Collecting data over time across different courses can offer online course creators insights into broader learning preferences. It can help them to make the right decisions about content format, video length, and what interactive elements to use. They can create feedback loops where each new course benefits from the lessons they learn from previous ones.
Cincopa’s analytic dashboards and heatmaps give e-learning providers the insights they need to improve their e-learning courses and learner support. A video heatmap offers a color-coded timeline of learner engagement with a video. It shows where learners engage most and where their interest flags.
Real-time analytics can show how learners interact with a live streaming video. Online educators can see how many of them are watching, the number of new viewers joining, and the locations of viewers from across the world.
The role of analytics in e-learning marketing strategy
Video analytics can help to refine how online course providers attract, convert, and retain audiences.
Segment an audience
Learner data is information about learners, such as their demographics and learning styles. By understanding this information, online educators can design course content and delivery methods to suit specific learners.
Optimize content
Analytics can reveal which videos generate the most engagement. Marketers can create highlight reels or teaser clips from the most engaging sections of video courses.
Nurture leads
In freemium or trial-based models, video analytics can show where prospective learners drop off without upgrading to paid models. Marketers could adjust their marketing funnels to improve this and increase conversions.
Improve brand credibility
Strong engagement statistics and high completion rates can show potential learners the value of an online course. Testimonials that include data such as “95% of learners complete this course” will carry more weight than a general statement.
Retain learners
Retaining learners is just as important as acquiring them. Analytics can help marketers to understand what causes learners to stick around and they can use this in ongoing campaigns.
On video hosting platform Cincopa, a viewer’s screen gives information about specific viewers. This includes their location, average engagement, IP address, etc. Online course providers can identify viewers, track them, and send data to their CRMs for lead nurturing. They can identify new locations to target and see what devices viewers use.
The Cincopa platform also integrates with learning management systems (LMS), which offer real-time data and dashboards that track learner progress and attendance. This gives online educators a comprehensive view of the whole learning journey.
Conclusion
Video analytics in e-learning is changing how online educators deliver, market, and evaluate educational content. They replace guesswork with evidence and by tracking some simple metrics online, educators can keep improving their e-learning content.
The impact of these improvements on learners is significant. They receive more engaging content and timely support, which increases their satisfaction and performance. Analytics also help e-learning marketers to use the right marketing strategies.
The Cincopa platform offers online educators advanced analytics so they can gain insights to optimize their e-learning. On the Cincopa home page, online education providers can sign up for a free trial and explore how the platform can help them to make data-driven decisions that fuel better learning outcomes.
