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C h a p t e r 1 9 Tracking Performance 221
surveys and the like; you can gain much knowledge by simply asking your cus-
tomers, “Have you seen our videos on YouTube?”
The point is to do more than just post videos on YouTube; you want to post effective
videos. The only way to do that is to track each video’s performance and learn from
what you discover. Use all the tools at your disposal (from YouTube and other serv-
ices) to gather all the data possible, and then determine what makes one video more
effective than another. That knowledge is power—and the way to make YouTube an
even more effective part of your marketing mix.
