How to Judge Webinar Analytics

By Sharat Sharan, John Carucci

If the analytics show that you have one person watching the webinar that provides a basic lead. But things get more interesting when you have that person watching the webinar and also actively looking for information.

Within the analytics report, you can actually see that this person asked one or more questions via the Q&A button in the console. Maybe they wanted more information on how to do something. Perhaps they want to know where to find the vendor for a particular product you mentioned or to get prices for a service. You should have all of the information on these inquiries.

In your post-webinar analytics report, you can see what they have downloaded. Maybe it was a white paper by a presenter, a copy of the webinar PowerPoint presentation, or perhaps it was a data sheet.

But what does it all mean?

It could mean a lot. For example, if they downloaded a data sheet, it could mean that they are interested in a solution that your product or service can provide for them.

Some providers aggregate this information so you see activity reports and the resources that different people downloaded. However, it’s often just a list, so it’s up to you how you want to assess that marketing information after the presentation. Still, it’s a big help when it comes to building relationships.

All of these factors can be used to qualify different leads:

  • Questions asked: You can gauge both individually and collectively the areas that interested your audience the most by examining their questions.

  • Documents downloaded: What documents were downloaded provides further clues to the topics that interested your attendees most. What they download serves as an indicator of their areas of interest.

  • Behavior within the console: How they interacted with the console lets you know what they did while watching the webinar. Did they tweet or post to Facebook? How many questions did they ask? How much (and what) did they download? These stats all provide a snapshot of the participant.

    More importantly, this information tells you about their behavior during the webinar. The more active participants were, the more engaged they likely were with the subject matter.