• by Jess Nelson , August 10, 2016

Cincopa released a new data visualization tool Tuesday that tracks customer engagement and reactions to videos included in content marketing campaigns.

Cincopa’s Smart Video Heatmaps help marketers pinpoint what features within a video lead customers to engage with a brand and what types of content lead to disengagement.

The analytics platform provides information on how viewers interact with a complete video or segments therein and includes metrics on viewing time, unique views, impressions and engagement rates.

A live feed of individual viewer behavior is available that displays the viewer’s email address, location, view date and time.

Cincopa users can leverage consumer traffic information, viewing patterns and behavioral data to modify future marketing campaigns for increased engagement and conversions.

The new feature can be integrated with marketing automation platforms including Marketo, Hubspot and Pardot, and can be synced with email platforms so that email marketers can send relevant video content that a subscriber is most likely to engage with.

Additional product features include customizable heatmaps with dozens of available colors and combinations. 

Video is a powerful addition to content marketing and offers marketers an opportunity to engage with their subscribers in a unique and new way. Videos included in emails can increase click-through rates by 200% to 300%, according to Forrester, and a video on a landing page can increase conversions by 80%, per Unbounce.

Marketers have taken notice of video’s role in boosting content marketing and 91% of 230 marketers polled by Wyzowl responded that they will increase or sustain their video ad budget in 2016. A similar poll of 228 marketers by Vidyard and Ascend2 in 2015 pointed to 71% of companies with successful video marketing strategies planning to increase their video budget in 2016.