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• A Comprehensive Guide to Robust Digital Marketing Analytics

  15 novembre 2023, par Erin — Analytics Tips

  First impressions are everything. This is not only true for dating and job interviews but also for your digital marketing strategy. Like a poorly planned job application getting tossed in the “no thank you” pile, 38% of visitors to your website will stop engaging with your content if they find the layout unpleasant. Thankfully, digital marketers can access data that can be harnessed to optimise websites and turn those “no thank you’s” into “absolutely’s.”

  So, how can we transform raw data into valuable insights that pay off ? The key is web analytics tools that can help you make sense of it all while collecting data ethically. In this article, we’ll equip you with ways to take your digital marketing strategy to the next level with the power of web analytics.

  What are the different types of digital marketing analytics ?

  Digital marketing analytics are like a cipher into the complex behaviour of your buyers. Digital marketing analytics help collect, analyse and interpret data from any touchpoint you interact with your buyers online. Whether you’re trying to gauge the effectiveness of a new email marketing campaign or improve your mobile app layout, there’s a way for you to make use of the insights you gain.

  

  As we go through the eight commonly known types of digital marketing analytics, please note we’ll primarily focus on what falls under the umbrella of web analytics. 

  1. Web analytics help you better understand how users interact with your website. Good web analytics tools will help you understand user behaviour while securely handling user data. 
  2. Learn more about the effectiveness of your organisation’s social media platforms with social media analytics. Social media analytics include user engagement, post reach and audience demographics. 
  3. Email marketing analytics help you see how email campaigns are being engaged with.
  4. Search engine optimisation (SEO) analytics help you understand your website’s visibility in search engine results pages (SERPs). 
  5. Pay-per-click (PPC) or campaign analytics measure the performance of paid advertising campaigns.
  6. Content marketing analytics focus on how your content is performing with your audience. 
  7. Customer analytics helps organisations identify and examine buyer behaviour to retain the biggest spenders. 
  8. Mobile app analytics track user interactions within mobile applications. 

  Choosing which digital marketing analytics tools are the best fit for your organisation is not an easy task. When making these decisions, it’s critical to remember the ethical implications of data collection. Although data insights can be invaluable to your organisation, they won’t be of much use if you lose the trust of your users. 

  Tips and best practices for developing robust digital marketing analytics 

  So, what separates top-notch, robust digital marketing analytics from the rest ? We’ve already touched on it, but a big part involves respecting user privacy and ethically handling data. Data security should be on your list of priorities, alongside conversion rate optimisation when developing a digital marketing strategy. In this section, we will examine best practices for using digital marketing analytics while retaining user trust.

  

  Clear objectives

  Before comparing digital marketing analytics tools, you should define clear and measurable goals. Try asking yourself what you need your digital marketing analytics strategy to accomplish. Do you want to improve conversion rates while remaining data compliant ? Maybe you’ve noticed users are not engaging with your platform and want to fix that. Save yourself time and energy by focusing on the most relevant pain points and areas of improvement.

  Choose the right tools for the job

  Don’t just base your decision on what other people tell you. Take the tool for a test drive — free trials allow you to test features and user interfaces and learn more about the platform before committing. When choosing digital marketing analytics tools, look for ones that ensure data accuracy as well as compliance with privacy laws like GDPR.

  Don’t overlook data compliance

  GDPR ensures organisations prioritise data protection and privacy. You could be fined up to €20 million, or 4% of the previous year’s revenue for violations. Without data compliance practices, you can say goodbye to the time and money spent on digital marketing strategies. 

  Don’t sacrifice data quality and accuracy

  Inaccurate and low-quality data can taint your analysis, making it hard to glean valuable insights from your digital marketing analytics efforts. Many analytics tools only show sampled data or use AI and ML to fill data gaps, potentially compromising the accuracy and completeness of your analytics. 

  When your analytics are based on incomplete or inaccurate data, it’s like trying to assemble a puzzle with missing pieces—you might get a glimpse of the whole picture, but it’s never quite clear. Accurate data isn’t just helpful—it’s the backbone of smart marketing strategies. It lets you make confident decisions and enables precise targeting for greater impact.

  Communicate your findings

  Having insights is one thing ; effectively communicating complex data findings is just as important. Customise dashboards to display key metrics aligned with your objectives. Make sure to automate reports, allowing stakeholders to stay updated without manual intervention. 

  Understand the user journey

  To optimise your conversion rates, you need to understand the user journey. Start by analysing visitors interactions with your website — this will help you identify conversion bottlenecks in your sales or lead generation processes. Implement A/B testing for landing page optimisation, refining elements like call-to-action buttons or copy, and leverage Form Analytics to make informed, data-driven improvements to your forms.

  Continuous improvement

  Learn from the data insights you gain, and iterate your marketing strategies based on the findings. Stay updated with evolving web analytics trends and technologies to leverage new growth opportunities. 

  Why you need web analytics to support your digital marketing analytics toolbox

  You wouldn’t set out on a roadtrip without a map, right ? Digital marketing analytics without insights into how users interact with your website are just as useless. Used ethically, web analytics tools can be an invaluable addition to your digital marketing analytics toolbox. 

  The data collected via web analytics reveals user interactions with your website. These could include anything from how long visitors stay on your page to their actions while browsing your website. Web analytics tools help you gather and understand this data so you can better understand buyer preferences. It’s like a domino effect : the more you understand your buyers and user behaviour, the better you can assess the effectiveness of your digital content and campaigns. 

  Web analytics reveal user behaviour, highlighting navigation patterns and drop-off points. Understanding these patterns helps you refine website layout and content, improving engagement and conversions for a seamless user experience.

  

  Concrete CMS harnessed the power of web analytics, specifically Matomo’s Form Analytics, to uncover crucial insights within their user onboarding process. Their data revealed a significant issue : the “address” input field was causing visitors to drop off and not complete the form, severely impacting the overall onboarding experience and conversion rate.

  Armed with these insights, Concrete CMS made targeted optimisations to the form, resulting in a substantial transformation. By addressing the specific issue identified through Form Analytics, they achieved an impressive outcome – a threefold increase in lead generation.

  This case is a great example of how web analytics can uncover customer needs and preferences and positively impact conversion rates. 

  Ethical implications of digital marketing analytics

  As we’ve touched on, digital marketing analytics are a powerful tool to help better understand online user behaviour. With great power comes great responsibility, however, and it’s a legal and ethical obligation for organisations to protect individual privacy rights. Let’s get into the benefits of practising ethical digital marketing analytics and the potential risks of not respecting user privacy : 

  • If someone uses your digital platform and then opens their email one day to find it filled with random targeted ad campaigns, they won’t be happy. Avoid losing user trust — and facing a potential lawsuit — by informing users what their data will be used for. Give them the option to consent to opt-in or opt-out of letting you use their personal information. If users are also assured you’ll safeguard personal information against unauthorised access, they’ll be more likely to trust you to handle their data securely.
  • Protecting data against breaches means investing in technology that will let you end-to-end encrypt and securely store data. Other important data-security best practices include access control, backing up data regularly and network and physical security of assets.

  A fine line separates digital marketing analytics and misusing user data — many companies have gotten into big trouble for crossing it. (By big trouble, we mean millions of dollars in fines.) When it comes to digital marketing analytics, you should never cut corners when it comes to user privacy and data security. This balance involves understanding what data can be collected and what should be collected and respecting user boundaries and preferences.

  

  Learn more 

  We discussed a lot of facets of digital marketing analytics, namely how to develop a robust digital marketing strategy while prioritising data compliance. With Matomo, you can protect user data and respect user privacy while gaining invaluable insights into user behaviour with 100% accurate data. Save your organisation time and money by investing in a web analytics solution that gives you the best of both worlds. 

  If you’re ready to begin using ethical and robust digital marketing analytics on your website, try Matomo. Start your 21-day free trial now — no credit card required.

• Making Your First-Party Data Work for You and Your Customers

  11 mars, par Alex Carmona

  At last count, 162 countries had enacted data privacy policies of one kind or another. These laws or regulations, without exception, intend to eliminate the use of third-party data. That puts marketing under pressure because third-party data has been the foundation of online marketing efforts since the dawn of the Internet.

  Marketers need to future-proof their operations by switching to first-party data. This will require considerable adjustment to systems and processes, but the reward will be effective marketing campaigns that satisfy privacy compliance requirements and bring the business closer to its customers.

  To do that, you’ll need a coherent first-party data strategy. That’s what this article is all about. We’ll explain the different types of personal data and discuss how to use them in marketing without compromising or breaching data privacy regulations. We’ll also discuss how to build that strategy in your business. 

  So, let’s dive in.

  The different data types

  There are four distinct types of personal data used in marketing, each subject to different data privacy regulations.

  Before getting into the different types, it’s essential to understand that all four may comprise one or more of the following :

  Identifying data	Name, email address, phone number, etc.
  Behavioural data	Website activity, app usage, wishlist content, purchase history, etc.
  Transactional data	Orders, payments, subscription details, etc.
  Account data	Communication preferences, product interests, wish lists, etc.
  Demographic data	Age, gender, income level, education, etc.
  Geographic Data	Location-based information, such as zip codes or regional preferences.
  Psychographic Data	Interests, hobbies and lifestyle preferences.

  First-party data

  When businesses communicate directly with customers, any data they exchange is first-party. It doesn’t matter how the interaction occurs : on the telephone, a website, a chat session, or even in person.

  Of course, the parties involved aren’t necessarily individuals. They may be companies, but people within those businesses will probably share at least some of the data with colleagues. That’s fine, so long as the data : 

  • Remains confidential between the original two parties involved, and 
  • It is handled and stored following applicable data privacy regulations.

  The core characteristic of first-party data is that it’s collected directly from customer interactions. This makes it reliable, accurate and inherently compliant with privacy regulations — assuming the collecting party complies with data privacy laws.

  A great example of first-party data use is in banking. Data collected from customer interactions is used to provide personalised services, detect fraud, assess credit risk and improve customer retention.

  Zero-party data

  There’s also a subset of first-party data, sometimes called zero-party data. It’s what users intentionally and proactively share with a business. It can be preferences, intentions, personal information, survey responses, support tickets, etc.

  What makes it different is that the collection of this data depends heavily on the user’s trust. Transparency is a critical factor, too ; visitors expect to be informed about how you’ll use their data. Consumers also have the right to withdraw permission to use all or some of their information at any time.

  

  Second-party data

  This data is acquired from a separate organisation that collects it firsthand. Second-party data is someone else’s first-party data that’s later shared with or sold to other businesses. The key here is that whoever owns that data must give explicit consent and be informed of who businesses share their data with.

  A good example is the cooperation between hotel chains, car rental companies, and airlines. They share joint customers’ flight data, hotel reservations, and car rental bookings, much like travel agents did before the internet undermined that business model.

  Third-party data

  This type of data is the arch-enemy of lawmakers and regulators trying to protect the personal data of citizens and residents in their country. It’s information collected by entities that have no direct relationship with the individuals whose data it is.

  Third-party data is usually gathered, aggregated, and sold by data brokers or companies, often by using third-party cookies on popular websites. It’s an entire business model — these third-party brokers sell data for marketing, analytics, or research purposes. 

  Most of the time, third-party data subjects are unaware that their data has been gathered and sold. Hence the need for strong data privacy regulations.

  Benefits of a first-party data strategy

  First-party data is reliable, accurate, and ethically sourced. It’s an essential part of any modern digital marketing strategy.

  More personalised experiences

  The most important application of first-party data is customising and personalising customers’ interactions based on real behaviours and preferences. Personalised experiences aren’t restricted to websites and can extend to all customer communication.

  The result is company communications and marketing messages are far more relevant to customers. It allows businesses to engage more meaningfully with them, building trust and strengthening customer relationships. Inevitably, this also results in stronger customer loyalty and better customer retention.

  Greater understanding of customers

  Because first-party data is more accurate and reliable, it can be used to derive valuable insights into customer needs and wants. When all the disparate first-party data points are centralised and organised, it’s possible to uncover trends and patterns in customer behaviour that might not be apparent using other data.

  This helps businesses predict and respond to customer needs. It also allows marketing teams to be more deliberate when segmenting customers and prospects into like-minded groups. The data can also be used to create more precise personas for future campaigns or reveal how likely a customer would be to purchase in response to a campaign.

  Build trust with customers

  First-party data is unique to a business and originates from interactions with customers. It’s also data collected with consent and is “owned” by the company — if you can ever own someone else’s data. If treated like the precious resource, it can help businesses build trust with customers.

  However, developing that trust requires a transparent, step-by-step approach. This gradually strengthens relationships to the point where customers are more comfortable sharing the information they’re asked for.

  However, while building trust is a long and sometimes arduous process, it can be lost in an instant. That’s why first-party data must be protected like the Crown Jewels.

  

  Components of a first-party data strategy

  Security is essential to any first-party data strategy, and for good reason. As Gartner puts it, a business must find the optimal balance between business outcomes and data risk mitigation. Once security is baked in, attention can turn to the different aspects of the strategy.

  Data collection

  There are many ways to collect first-party data ethically, within the law and while complying with data privacy regulations, such as Europe’s General Data Protection Regulation (GDPR). Potential sources include :

  Website activity	forms and surveys, behavioural tracking, cookies, tracking pixels and chatbots
  Mobile app interactions	in-app analytics, push notifications and in-app forms
  Email marketing	newsletter sign-ups, email engagement tracking, promotions, polls and surveys
  Events	registrations, post-event surveys and virtual event analytics
  Social media interaction	polls and surveys, direct messages and social media analytics
  Previous transactions	purchase history, loyalty programmes and e-receipts
  Customer service	call centre data, live chat, chatbots and feedback forms
  In-person interactions	in-store purchases, customer feedback and Wi-Fi sign-ins
  Gated content	whitepapers, ebooks, podcasts, webinars and video downloads
  Interactive content	quizzes, assessments, calculators and free tools
  CRM platforms	customer profiles and sales data
  Consent management	privacy policies, consent forms, preference setting

  Consent management

  It may be the final item on the list above, but it’s also a key requirement of many data privacy laws and regulations. For example, the GDPR is very clear about consent : “Processing personal data is generally prohibited, unless it is expressly allowed by law, or the data subject has consented to the processing.”

  For that reason, your first-party data strategy must incorporate various transparent consent mechanisms, such as cookie banners and opt-in forms. Crucially, you must provide customers with a mechanism to manage their preferences and revoke that consent easily if they wish to.

  Data management

  Effective first-party data management, mainly its security and storage, is critical. Most data privacy regimes restrict the transfer of personal data to other jurisdictions and even prohibit it in some instances. Many even specify where residents’ data must be stored.

  Consider this cautionary tale : The single biggest fine levied for data privacy infringement so far was €1.2 billion. The Irish Data Protection Commission imposed a massive fine on Meta for transferring EU users’ data to the US without adequate data protection mechanisms.

  Data security is critical. If first-party data is compromised, it becomes third-party data, and any customer trust developed with the business will evaporate. To add insult to injury, data regulators could come knocking. That’s why the trend is to use encryption and anonymisation techniques alongside standard access controls.

  Once security is assured, the focus is on data management. Many businesses use a Customer Data Platform. This software gathers, combines and manages data from many sources to create a complete and central customer profile. Modern CRM systems can also do that job. AI tools could help find patterns and study them. But the most important thing is to keep databases clean and well-organised to make it easier to use and avoid data silos.

  Data activation

  Once first-party data has been collected and analysed, it needs to be activated, which means a business needs to use it for the intended purpose. This is the implementation phase where a well-constructed first-party strategy pays off. 

  The activation stage is where businesses use the intelligence they gather to :

  • Personalise website and app experiences
  • Adapt marketing campaigns
  • Improve conversion rates
  • Match stated preferences
  • Cater to observed behaviours
  • Customise recommendations based on purchase history
  • Create segmented email campaigns
  • Improve retargeting efforts
  • Develop more impactful content

  Measurement and optimisation

  Because first-party data is collected directly from customers or prospects, it’s far more relevant, reliable, and specific. Your analytics and campaign tracking will be more accurate. This gives you direct and actionable insights into your audience’s behaviour, empowering you to optimise your strategies and achieve better results.

  The same goes for your collection and activation efforts. An advanced web analytics platform like Matomo lets you identify key user behaviour and optimise your tracking. Heatmaps, marketing attribution tools, user behaviour analytics and custom reports allow you to segment audiences for better traction (and collect even more first-party data).

  

  How to build a first-party data strategy

  There are five important and sequential steps to building a first-party data strategy. But this isn’t a one-time process. It must be revisited regularly as operating and regulatory environments change. There are five steps : 

  1. Audit existing data

  Chances are that customers already freely provide a lot of first-party data in the normal course of business. The first step is to locate this data, and the easiest way to do that is by mapping the customer journey. This identifies all the touchpoints where first-party data might be found.

  2. Define objectives

  Then, it’s time to step back and figure out the goals of the first-party data strategy. Consider what you’re trying to achieve. For example :

  • Reduce churn 
  • Expand an existing loyalty programme
  • Unload excess inventory
  • Improve customer experiences

  Whatever the objectives are, they should be clear and measurable.

  3. Implement tools and technology

  The first two steps point to data gaps. Now, the focus turns to ethical web analytics with a tool like Matomo. 

  To further comply with data privacy regulations, it may also be appropriate to implement a Consent Management Platform (CMP) to help manage preferences and consent choices.

  4. Build trust with transparency

  With the tools in place, it’s time to engage customers. To build trust, keep them informed about how their data is used and remind them of their right to withdraw their consent. 

  Transparency is crucial in such engagement, as outlined in the 7 GDPR principles.

  5. Continuously improve

  Rinse and repeat. The one constant in business and life is change. As things change, they expose weaknesses or flaws in the logic behind systems and processes. That’s why a first-party data strategy needs to be continually reviewed, updated, and revised. It must adapt to changing trends, markets, regulations, etc. 

  Tools that can help

  Looking back at the different types of data, it’s clear that some are harder and more bothersome to get than others. But capturing behaviours and interactions can be easy — especially if you use tools that follow data privacy rules.

  But here’s a tip. Google Analytics 4 isn’t compliant by default, especially not with Europe’s GDPR. It may also struggle to comply with some of the newer data privacy regulations planned by different US states and other countries.

  Matomo Analytics is compliant with the GDPR and many other data privacy regulations worldwide. Because it’s open source, it can be integrated with any consent manager.

  Get started today by trying Matomo for free for 21 days,
  no credit card required.

  Try Matomo for free

• Scale filter crashes with error when used from transcoding example

  27 juin 2017, par Vali

  I’ve modified a bit (just to compile in c++) this code example :
  https://github.com/FFmpeg/FFmpeg/blob/master/doc/examples/transcoding.c.

  What works : as is (null filter), a number of other filters like framerate, drawtext, ...

  What doesn’t work : scale filter when scaling down.

  I use the following syntax for scale ( I’ve tried many others also, same effect) :
  "scale=w=iw/2 :-1"

  The error is : "Input picture width (240) is greater than stride (128)" where the values for width and stride depend on the input.

  Misc environment info : windows, VS 2017, input example : rtsp ://wowzaec2demo.streamlock.net/vod/mp4:BigBuckBunny_115k.mov

  Any clue as to what I’m doing wrong ?

  Thanks !

  ---

  EDITED to add working code sample

  ---

  #pragma comment(lib, "avcodec.lib")
  
  #pragma comment(lib, "avutil.lib")
  
  #pragma comment(lib, "avformat.lib")
  
  #pragma comment(lib, "avfilter.lib")
  
  
  
  /*
  
  * Copyright (c) 2010 Nicolas George
  
  * Copyright (c) 2011 Stefano Sabatini
  
  * Copyright (c) 2014 Andrey Utkin
  
  *
  
  **** EDITED 2017 for testing (see original here: https://github.com/FFmpeg/FFmpeg/blob/master/doc/examples/transcoding.c)
  
  *
  
  * Permission is hereby granted, free of charge, to any person obtaining a copy
  
  * of this software and associated documentation files (the "Software"), to deal
  
  * in the Software without restriction, including without limitation the rights
  
  * to use, copy, modify, merge, publish, distribute, sublicense, and/or sell
  
  * copies of the Software, and to permit persons to whom the Software is
  
  * furnished to do so, subject to the following conditions:
  
  *
  
  * The above copyright notice and this permission notice shall be included in
  
  * all copies or substantial portions of the Software.
  
  *
  
  * THE SOFTWARE IS PROVIDED "AS IS", WITHOUT WARRANTY OF ANY KIND, EXPRESS OR
  
  * IMPLIED, INCLUDING BUT NOT LIMITED TO THE WARRANTIES OF MERCHANTABILITY,
  
  * FITNESS FOR A PARTICULAR PURPOSE AND NONINFRINGEMENT. IN NO EVENT SHALL
  
  * THE AUTHORS OR COPYRIGHT HOLDERS BE LIABLE FOR ANY CLAIM, DAMAGES OR OTHER
  
  * LIABILITY, WHETHER IN AN ACTION OF CONTRACT, TORT OR OTHERWISE, ARISING FROM,
  
  * OUT OF OR IN CONNECTION WITH THE SOFTWARE OR THE USE OR OTHER DEALINGS IN
  
  * THE SOFTWARE.
  
  */
  
  
  
  /**
  
  * @file
  
  * API example for demuxing, decoding, filtering, encoding and muxing
  
  * @example transcoding.c
  
  */
  
  
  
  extern "C"
  
  {
  
      #include <libavcodec></libavcodec>avcodec.h>
  
      #include <libavformat></libavformat>avformat.h>
  
      #include <libavfilter></libavfilter>avfiltergraph.h>
  
      #include <libavfilter></libavfilter>buffersink.h>
  
      #include <libavfilter></libavfilter>buffersrc.h>
  
      #include <libavutil></libavutil>opt.h>
  
      #include <libavutil></libavutil>pixdesc.h>
  
  }
  
  
  
  
  
  static AVFormatContext *ifmt_ctx;
  
  static AVFormatContext *ofmt_ctx;
  
  typedef struct FilteringContext {
  
      AVFilterContext *buffersink_ctx;
  
      AVFilterContext *buffersrc_ctx;
  
      AVFilterGraph *filter_graph;
  
  } FilteringContext;
  
  static FilteringContext *filter_ctx;
  
  
  
  typedef struct StreamContext {
  
      AVCodecContext *dec_ctx;
  
      AVCodecContext *enc_ctx;
  
  } StreamContext;
  
  static StreamContext *stream_ctx;
  
  
  
  static int open_input_file(const char *filename, int&amp; videoStreamIndex)
  
  {
  
      int ret;
  
      unsigned int i;
  
  
  
      ifmt_ctx = NULL;
  
      if ((ret = avformat_open_input(&amp;ifmt_ctx, filename, NULL, NULL)) &lt; 0) {
  
          av_log(NULL, AV_LOG_ERROR, "Cannot open input file\n");
  
          return ret;
  
      }
  
  
  
      if ((ret = avformat_find_stream_info(ifmt_ctx, NULL)) &lt; 0) {
  
          av_log(NULL, AV_LOG_ERROR, "Cannot find stream information\n");
  
          return ret;
  
      }
  
  
  
      // Just need video
  
      videoStreamIndex = -1;
  
      for (unsigned int i = 0; i &lt; ifmt_ctx->nb_streams; i++)
  
      {
  
          if (ifmt_ctx->streams[i]->codecpar->codec_type != AVMEDIA_TYPE_VIDEO)
  
              continue;
  
          videoStreamIndex = i;
  
          break;
  
      }
  
      if (videoStreamIndex &lt; 0)
  
      {
  
          av_log(NULL, AV_LOG_ERROR, "Cannot find video stream\n");
  
          return videoStreamIndex;
  
      }
  
  
  
  
  
      stream_ctx = (StreamContext*)av_mallocz_array(ifmt_ctx->nb_streams, sizeof(*stream_ctx));
  
      if (!stream_ctx)
  
          return AVERROR(ENOMEM);
  
  
  
      for (i = 0; i &lt; ifmt_ctx->nb_streams; i++) {
  
  
  
          // Just need video
  
          if (i != videoStreamIndex)
  
              continue;
  
  
  
  
  
          AVStream *stream = ifmt_ctx->streams[i];
  
          AVCodec *dec = avcodec_find_decoder(stream->codecpar->codec_id);
  
          AVCodecContext *codec_ctx;
  
          if (!dec) {
  
              av_log(NULL, AV_LOG_ERROR, "Failed to find decoder for stream #%u\n", i);
  
              return AVERROR_DECODER_NOT_FOUND;
  
          }
  
          codec_ctx = avcodec_alloc_context3(dec);
  
          if (!codec_ctx) {
  
              av_log(NULL, AV_LOG_ERROR, "Failed to allocate the decoder context for stream #%u\n", i);
  
              return AVERROR(ENOMEM);
  
          }
  
          ret = avcodec_parameters_to_context(codec_ctx, stream->codecpar);
  
          if (ret &lt; 0) {
  
              av_log(NULL, AV_LOG_ERROR, "Failed to copy decoder parameters to input decoder context "
  
                  "for stream #%u\n", i);
  
              return ret;
  
          }
  
          /* Reencode video &amp; audio and remux subtitles etc. */
  
          if (codec_ctx->codec_type == AVMEDIA_TYPE_VIDEO
  
              || codec_ctx->codec_type == AVMEDIA_TYPE_AUDIO) {
  
              if (codec_ctx->codec_type == AVMEDIA_TYPE_VIDEO)
  
                  codec_ctx->framerate = av_guess_frame_rate(ifmt_ctx, stream, NULL);
  
              /* Open decoder */
  
              ret = avcodec_open2(codec_ctx, dec, NULL);
  
              if (ret &lt; 0) {
  
                  av_log(NULL, AV_LOG_ERROR, "Failed to open decoder for stream #%u\n", i);
  
                  return ret;
  
              }
  
          }
  
          stream_ctx[i].dec_ctx = codec_ctx;
  
      }
  
  
  
      av_dump_format(ifmt_ctx, 0, filename, 0);
  
      return 0;
  
  }
  
  
  
  static int open_output_file(const char *filename, const int videoStreamIndex)
  
  {
  
      AVStream *out_stream;
  
      AVStream *in_stream;
  
      AVCodecContext *dec_ctx, *enc_ctx;
  
      AVCodec *encoder;
  
      int ret;
  
      unsigned int i;
  
  
  
      ofmt_ctx = NULL;
  
      avformat_alloc_output_context2(&amp;ofmt_ctx, NULL, NULL, filename);
  
      if (!ofmt_ctx) {
  
          av_log(NULL, AV_LOG_ERROR, "Could not create output context\n");
  
          return AVERROR_UNKNOWN;
  
      }
  
  
  
  
  
      for (i = 0; i &lt; ifmt_ctx->nb_streams; i++) {
  
          // Just need video
  
          if (i != videoStreamIndex)
  
              continue;
  
  
  
          out_stream = avformat_new_stream(ofmt_ctx, NULL);
  
          if (!out_stream) {
  
              av_log(NULL, AV_LOG_ERROR, "Failed allocating output stream\n");
  
              return AVERROR_UNKNOWN;
  
          }
  
  
  
          in_stream = ifmt_ctx->streams[i];
  
          dec_ctx = stream_ctx[i].dec_ctx;
  
  
  
          if (dec_ctx->codec_type == AVMEDIA_TYPE_VIDEO) {
  
              /* in this example, we choose transcoding to same codec */
  
              encoder = avcodec_find_encoder(dec_ctx->codec_id);
  
              if (!encoder) {
  
                  av_log(NULL, AV_LOG_FATAL, "Necessary encoder not found\n");
  
                  return AVERROR_INVALIDDATA;
  
              }
  
              enc_ctx = avcodec_alloc_context3(encoder);
  
              if (!enc_ctx) {
  
                  av_log(NULL, AV_LOG_FATAL, "Failed to allocate the encoder context\n");
  
                  return AVERROR(ENOMEM);
  
              }
  
  
  
              /* In this example, we transcode to same properties (picture size,
  
              * sample rate etc.). These properties can be changed for output
  
              * streams easily using filters */
  
              enc_ctx->height = dec_ctx->height;
  
              enc_ctx->width = dec_ctx->width;
  
              enc_ctx->sample_aspect_ratio = dec_ctx->sample_aspect_ratio;
  
              /* take first format from list of supported formats */
  
              if (encoder->pix_fmts)
  
                  enc_ctx->pix_fmt = encoder->pix_fmts[0];
  
              else
  
                  enc_ctx->pix_fmt = dec_ctx->pix_fmt;
  
  
  
              /* video time_base can be set to whatever is handy and supported by encoder */
  
              //enc_ctx->time_base = av_inv_q(dec_ctx->framerate);
  
              enc_ctx->time_base = dec_ctx->time_base;
  
  
  
  
  
              /* Third parameter can be used to pass settings to encoder */
  
              ret = avcodec_open2(enc_ctx, encoder, NULL);
  
              if (ret &lt; 0) {
  
                  av_log(NULL, AV_LOG_ERROR, "Cannot open video encoder for stream #%u\n", i);
  
                  return ret;
  
              }
  
              ret = avcodec_parameters_from_context(out_stream->codecpar, enc_ctx);
  
              if (ret &lt; 0) {
  
                  av_log(NULL, AV_LOG_ERROR, "Failed to copy encoder parameters to output stream #%u\n", i);
  
                  return ret;
  
              }
  
              if (ofmt_ctx->oformat->flags &amp; AVFMT_GLOBALHEADER)
  
                  enc_ctx->flags |= AV_CODEC_FLAG_GLOBAL_HEADER;
  
  
  
              out_stream->time_base = enc_ctx->time_base;
  
              stream_ctx[i].enc_ctx = enc_ctx;
  
          }
  
          else if (dec_ctx->codec_type == AVMEDIA_TYPE_UNKNOWN) {
  
              av_log(NULL, AV_LOG_FATAL, "Elementary stream #%d is of unknown type, cannot proceed\n", i);
  
              return AVERROR_INVALIDDATA;
  
          }
  
          else {
  
              /* if this stream must be remuxed */
  
              ret = avcodec_parameters_copy(out_stream->codecpar, in_stream->codecpar);
  
              if (ret &lt; 0) {
  
                  av_log(NULL, AV_LOG_ERROR, "Copying parameters for stream #%u failed\n", i);
  
                  return ret;
  
              }
  
              out_stream->time_base = in_stream->time_base;
  
          }
  
  
  
      }
  
      av_dump_format(ofmt_ctx, 0, filename, 1);
  
  
  
      if (!(ofmt_ctx->oformat->flags &amp; AVFMT_NOFILE)) {
  
          ret = avio_open(&amp;ofmt_ctx->pb, filename, AVIO_FLAG_WRITE);
  
          if (ret &lt; 0) {
  
              av_log(NULL, AV_LOG_ERROR, "Could not open output file '%s'", filename);
  
              return ret;
  
          }
  
      }
  
  
  
      /* init muxer, write output file header */
  
      ret = avformat_write_header(ofmt_ctx, NULL);
  
      if (ret &lt; 0) {
  
          av_log(NULL, AV_LOG_ERROR, "Error occurred when opening output file\n");
  
          return ret;
  
      }
  
  
  
      return 0;
  
  }
  
  
  
  static int init_filter(FilteringContext* fctx, AVCodecContext *dec_ctx,
  
      AVCodecContext *enc_ctx, const char *filter_spec)
  
  {
  
      char args[512];
  
      int ret = 0;
  
      AVFilter *buffersrc = NULL;
  
      AVFilter *buffersink = NULL;
  
      AVFilterContext *buffersrc_ctx = NULL;
  
      AVFilterContext *buffersink_ctx = NULL;
  
      AVFilterInOut *outputs = avfilter_inout_alloc();
  
      AVFilterInOut *inputs = avfilter_inout_alloc();
  
      AVFilterGraph *filter_graph = avfilter_graph_alloc();
  
  
  
      if (!outputs || !inputs || !filter_graph) {
  
          ret = AVERROR(ENOMEM);
  
          goto end;
  
      }
  
  
  
      if (dec_ctx->codec_type == AVMEDIA_TYPE_VIDEO) {
  
          buffersrc = avfilter_get_by_name("buffer");
  
          buffersink = avfilter_get_by_name("buffersink");
  
          if (!buffersrc || !buffersink) {
  
              av_log(NULL, AV_LOG_ERROR, "filtering source or sink element not found\n");
  
              ret = AVERROR_UNKNOWN;
  
              goto end;
  
          }
  
  
  
          snprintf(args, sizeof(args),
  
              "video_size=%dx%d:pix_fmt=%d:time_base=%d/%d:pixel_aspect=%d/%d",
  
              dec_ctx->width, dec_ctx->height, dec_ctx->pix_fmt,
  
              dec_ctx->time_base.num, dec_ctx->time_base.den,
  
              dec_ctx->sample_aspect_ratio.num,
  
              dec_ctx->sample_aspect_ratio.den);
  
  
  
          ret = avfilter_graph_create_filter(&amp;buffersrc_ctx, buffersrc, "in",
  
              args, NULL, filter_graph);
  
          if (ret &lt; 0) {
  
              av_log(NULL, AV_LOG_ERROR, "Cannot create buffer source\n");
  
              goto end;
  
          }
  
  
  
          ret = avfilter_graph_create_filter(&amp;buffersink_ctx, buffersink, "out",
  
              NULL, NULL, filter_graph);
  
          if (ret &lt; 0) {
  
              av_log(NULL, AV_LOG_ERROR, "Cannot create buffer sink\n");
  
              goto end;
  
          }
  
  
  
          ret = av_opt_set_bin(buffersink_ctx, "pix_fmts",
  
              (uint8_t*)&amp;enc_ctx->pix_fmt, sizeof(enc_ctx->pix_fmt),
  
              AV_OPT_SEARCH_CHILDREN);
  
          if (ret &lt; 0) {
  
              av_log(NULL, AV_LOG_ERROR, "Cannot set output pixel format\n");
  
              goto end;
  
          }
  
      }
  
      else {
  
          ret = AVERROR_UNKNOWN;
  
          goto end;
  
      }
  
  
  
      /* Endpoints for the filter graph. */
  
      outputs->name = av_strdup("in");
  
      outputs->filter_ctx = buffersrc_ctx;
  
      outputs->pad_idx = 0;
  
      outputs->next = NULL;
  
  
  
      inputs->name = av_strdup("out");
  
      inputs->filter_ctx = buffersink_ctx;
  
      inputs->pad_idx = 0;
  
      inputs->next = NULL;
  
  
  
      if (!outputs->name || !inputs->name) {
  
          ret = AVERROR(ENOMEM);
  
          goto end;
  
      }
  
  
  
      if ((ret = avfilter_graph_parse_ptr(filter_graph, filter_spec,
  
          &amp;inputs, &amp;outputs, NULL)) &lt; 0)
  
          goto end;
  
  
  
      if ((ret = avfilter_graph_config(filter_graph, NULL)) &lt; 0)
  
          goto end;
  
  
  
      /* Fill FilteringContext */
  
      fctx->buffersrc_ctx = buffersrc_ctx;
  
      fctx->buffersink_ctx = buffersink_ctx;
  
      fctx->filter_graph = filter_graph;
  
  
  
  end:
  
      avfilter_inout_free(&amp;inputs);
  
      avfilter_inout_free(&amp;outputs);
  
  
  
      return ret;
  
  }
  
  
  
  static int init_filters(const int videoStreamIndex)
  
  {
  
      const char *filter_spec;
  
      unsigned int i;
  
      int ret;
  
      filter_ctx = (FilteringContext*)av_malloc_array(ifmt_ctx->nb_streams, sizeof(*filter_ctx));
  
      if (!filter_ctx)
  
          return AVERROR(ENOMEM);
  
  
  
      for (i = 0; i &lt; ifmt_ctx->nb_streams; i++) {
  
  
  
          // Just video
  
          if (i != videoStreamIndex)
  
              continue;
  
  
  
          filter_ctx[i].buffersrc_ctx = NULL;
  
          filter_ctx[i].buffersink_ctx = NULL;
  
          filter_ctx[i].filter_graph = NULL;
  
          if (!(ifmt_ctx->streams[i]->codecpar->codec_type == AVMEDIA_TYPE_AUDIO
  
              || ifmt_ctx->streams[i]->codecpar->codec_type == AVMEDIA_TYPE_VIDEO))
  
              continue;
  
  
  
          filter_spec = "null"; /* passthrough (dummy) filter for video */
  
          //filter_spec = "scale=w=iw/2:-1";
  
          // filter_spec = "drawtext=fontfile=FreeSerif.ttf: text='%{localtime}': x=w-text_w: y=0: fontsize=24: fontcolor=yellow@1.0: box=1: boxcolor=red@1.0";
  
          // filter_spec = "drawtext=fontfile=FreeSerif.ttf :text='test': x=w-text_w: y=text_h: fontsize=24: fontcolor=yellow@1.0: box=1: boxcolor=red@1.0";
  
  
  
          ret = init_filter(&amp;filter_ctx[i], stream_ctx[i].dec_ctx,
  
              stream_ctx[i].enc_ctx, filter_spec);
  
          if (ret)
  
              return ret;
  
      }
  
      return 0;
  
  }
  
  
  
  static int encode_write_frame(AVFrame *filt_frame, unsigned int stream_index, int *got_frame, const int videoStreamIndex) {
  
  
  
      // Just video
  
      if (stream_index != videoStreamIndex)
  
          return 0;
  
  
  
      int ret;
  
      int got_frame_local;
  
      AVPacket enc_pkt;
  
      int(*enc_func)(AVCodecContext *, AVPacket *, const AVFrame *, int *) =
  
          (ifmt_ctx->streams[stream_index]->codecpar->codec_type ==
  
              AVMEDIA_TYPE_VIDEO) ? avcodec_encode_video2 : avcodec_encode_audio2;
  
  
  
      if (!got_frame)
  
          got_frame = &amp;got_frame_local;
  
  
  
      // av_log(NULL, AV_LOG_INFO, "Encoding frame\n");
  
      /* encode filtered frame */
  
      enc_pkt.data = NULL;
  
      enc_pkt.size = 0;
  
      av_init_packet(&amp;enc_pkt);
  
  
  
      ret = enc_func(stream_ctx[stream_index].enc_ctx, &amp;enc_pkt,
  
          filt_frame, got_frame);
  
  
  
      av_frame_free(&amp;filt_frame);
  
      if (ret &lt; 0)
  
          return ret;
  
      if (!(*got_frame))
  
          return 0;
  
  
  
      /* prepare packet for muxing */
  
      /*enc_pkt.stream_index = stream_index;
  
      av_packet_rescale_ts(&amp;enc_pkt, stream_ctx[stream_index].enc_ctx->time_base, ofmt_ctx->streams[stream_index]->time_base);*/
  
      enc_pkt.stream_index = 0;
  
      av_packet_rescale_ts(&amp;enc_pkt, stream_ctx[stream_index].enc_ctx->time_base, ofmt_ctx->streams[0]->time_base);
  
  
  
      av_log(NULL, AV_LOG_DEBUG, "Muxing frame\n");
  
      /* mux encoded frame */
  
      ret = av_interleaved_write_frame(ofmt_ctx, &amp;enc_pkt);
  
      return ret;
  
  }
  
  
  
  static int filter_encode_write_frame(AVFrame *frame, unsigned int stream_index, const int videoStreamIndex)
  
  {
  
      // Just video, all else crashes
  
      if (stream_index != videoStreamIndex)
  
          return 0;
  
  
  
      int ret;
  
      AVFrame *filt_frame;
  
  
  
      // av_log(NULL, AV_LOG_INFO, "Pushing decoded frame to filters\n");
  
      /* push the decoded frame into the filtergraph */
  
      ret = av_buffersrc_add_frame_flags(filter_ctx[stream_index].buffersrc_ctx,
  
          frame, 0);
  
      if (ret &lt; 0) {
  
          av_log(NULL, AV_LOG_ERROR, "Error while feeding the filtergraph\n");
  
          return ret;
  
      }
  
  
  
      /* pull filtered frames from the filtergraph */
  
      while (1) {
  
          filt_frame = av_frame_alloc();
  
          if (!filt_frame) {
  
              ret = AVERROR(ENOMEM);
  
              break;
  
          }
  
          // av_log(NULL, AV_LOG_INFO, "Pulling filtered frame from filters\n");
  
          ret = av_buffersink_get_frame(filter_ctx[stream_index].buffersink_ctx,
  
              filt_frame);
  
          if (ret &lt; 0) {
  
              /* if no more frames for output - returns AVERROR(EAGAIN)
  
              * if flushed and no more frames for output - returns AVERROR_EOF
  
              * rewrite retcode to 0 to show it as normal procedure completion
  
              */
  
              if (ret == AVERROR(EAGAIN) || ret == AVERROR_EOF)
  
                  ret = 0;
  
              av_frame_free(&amp;filt_frame);
  
              break;
  
          }
  
  
  
          filt_frame->pict_type = AV_PICTURE_TYPE_NONE;
  
          ret = encode_write_frame(filt_frame, stream_index, NULL, videoStreamIndex);
  
          if (ret &lt; 0)
  
              break;
  
      }
  
  
  
      return ret;
  
  }
  
  
  
  static int flush_encoder(unsigned int stream_index, const int videoStreamIndex)
  
  {
  
      int ret;
  
      int got_frame;
  
  
  
      // Just video
  
      if (stream_index != videoStreamIndex)
  
          return 0;
  
  
  
      if (!(stream_ctx[stream_index].enc_ctx->codec->capabilities &amp;
  
          AV_CODEC_CAP_DELAY))
  
          return 0;
  
  
  
      while (1) {
  
          av_log(NULL, AV_LOG_INFO, "Flushing stream #%u encoder\n", stream_index);
  
          ret = encode_write_frame(NULL, stream_index, &amp;got_frame, videoStreamIndex);
  
          if (ret &lt; 0)
  
              break;
  
          if (!got_frame)
  
              return 0;
  
      }
  
      return ret;
  
  }
  
  
  
  
  
  #include <vector>
  
  
  
  int main(int argc, char **argv)
  
  {
  
      int ret;
  
  
  
      AVPacket packet;
  
      packet.data = NULL;
  
      packet.size = 0;
  
  
  
      AVFrame *frame = NULL;
  
      enum AVMediaType type;
  
      unsigned int stream_index;
  
      unsigned int i;
  
      int got_frame;
  
      int(*dec_func)(AVCodecContext *, AVFrame *, int *, const AVPacket *);
  
  
  
  
  
  #ifdef _DEBUG
  
      // Hardcoded arguments
  
      std::vector varguments;
  
      {
  
          varguments.push_back(argv[0]);
  
  
  
          // Source
  
          varguments.push_back("./big_buck_bunny_short.mp4 ");
  
  
  
          // Destination
  
          varguments.push_back("./big_buck_bunny_short-processed.mp4");
  
      }
  
  
  
      char** arguments = new char*[varguments.size()];
  
      for (unsigned int i = 0; i &lt; varguments.size(); i++)
  
      {
  
          arguments[i] = varguments[i];
  
      }
  
      argc = varguments.size();
  
      argv = arguments;
  
  #endif // _DEBUG
  
  
  
  
  
      if (argc != 3) {
  
          av_log(NULL, AV_LOG_ERROR, "Usage: %s <input file="file" /> <output file="file">\n", argv[0]);
  
          return 1;
  
      }
  
  
  
      av_register_all();
  
      avfilter_register_all();
  
  
  
      int videoStreamIndex = -1;
  
      if ((ret = open_input_file(argv[1], videoStreamIndex)) &lt; 0)
  
          goto end;
  
      if ((ret = open_output_file(argv[2], videoStreamIndex)) &lt; 0)
  
          goto end;
  
      if ((ret = init_filters(videoStreamIndex)) &lt; 0)
  
          goto end;
  
  
  
      // Stop after a couple of frames
  
      int framesToGet = 100;
  
  
  
      /* read all packets */
  
      //while (framesToGet--)
  
      while(1)
  
      {
  
          if ((ret = av_read_frame(ifmt_ctx, &amp;packet)) &lt; 0)
  
              break;
  
          stream_index = packet.stream_index;
  
  
  
          // I just need video
  
          if (stream_index != videoStreamIndex) {
  
              av_packet_unref(&amp;packet);
  
              continue;
  
          }
  
  
  
          type = ifmt_ctx->streams[packet.stream_index]->codecpar->codec_type;
  
          av_log(NULL, AV_LOG_DEBUG, "Demuxer gave frame of stream_index %u\n",
  
              stream_index);
  
  
  
          if (filter_ctx[stream_index].filter_graph) {
  
              av_log(NULL, AV_LOG_DEBUG, "Going to reencode&amp;filter the frame\n");
  
              frame = av_frame_alloc();
  
              if (!frame) {
  
                  ret = AVERROR(ENOMEM);
  
                  break;
  
              }
  
              av_packet_rescale_ts(&amp;packet,
  
                  ifmt_ctx->streams[stream_index]->time_base,
  
                  stream_ctx[stream_index].dec_ctx->time_base);
  
              dec_func = (type == AVMEDIA_TYPE_VIDEO) ? avcodec_decode_video2 :
  
                  avcodec_decode_audio4;
  
              ret = dec_func(stream_ctx[stream_index].dec_ctx, frame,
  
                  &amp;got_frame, &amp;packet);
  
              if (ret &lt; 0) {
  
                  av_frame_free(&amp;frame);
  
                  av_log(NULL, AV_LOG_ERROR, "Decoding failed\n");
  
                  break;
  
              }
  
  
  
              if (got_frame) {
  
                  frame->pts = frame->best_effort_timestamp;
  
                  ret = filter_encode_write_frame(frame, stream_index, videoStreamIndex);
  
                  av_frame_free(&amp;frame);
  
                  if (ret &lt; 0)
  
                      goto end;
  
              }
  
              else {
  
                  av_frame_free(&amp;frame);
  
              }
  
          }
  
          else {
  
              /* remux this frame without reencoding */
  
              av_packet_rescale_ts(&amp;packet,
  
                  ifmt_ctx->streams[stream_index]->time_base,
  
                  ofmt_ctx->streams[stream_index]->time_base);
  
  
  
              ret = av_interleaved_write_frame(ofmt_ctx, &amp;packet);
  
              if (ret &lt; 0)
  
                  goto end;
  
          }
  
          av_packet_unref(&amp;packet);
  
      }
  
  
  
      /* flush filters and encoders */
  
      for (i = 0; i &lt; ifmt_ctx->nb_streams; i++) {
  
          /* flush filter */
  
          if (!filter_ctx[i].filter_graph)
  
              continue;
  
          ret = filter_encode_write_frame(NULL, i, videoStreamIndex);
  
          if (ret &lt; 0) {
  
              av_log(NULL, AV_LOG_ERROR, "Flushing filter failed\n");
  
              goto end;
  
          }
  
  
  
          /* flush encoder */
  
          ret = flush_encoder(i, videoStreamIndex);
  
          if (ret &lt; 0) {
  
              av_log(NULL, AV_LOG_ERROR, "Flushing encoder failed\n");
  
              goto end;
  
          }
  
      }
  
  
  
      av_write_trailer(ofmt_ctx);
  
  end:
  
      av_packet_unref(&amp;packet);
  
      av_frame_free(&amp;frame);
  
      for (i = 0; i &lt; ifmt_ctx->nb_streams; i++) {
  
          // Just video
  
          if (i != videoStreamIndex)
  
              continue;
  
          avcodec_free_context(&amp;stream_ctx[i].dec_ctx);
  
          if (ofmt_ctx &amp;&amp; ofmt_ctx->nb_streams > i &amp;&amp; ofmt_ctx->streams[i] &amp;&amp; stream_ctx[i].enc_ctx)
  
              avcodec_free_context(&amp;stream_ctx[i].enc_ctx);
  
          if (filter_ctx &amp;&amp; filter_ctx[i].filter_graph)
  
              avfilter_graph_free(&amp;filter_ctx[i].filter_graph);
  
      }
  
      av_free(filter_ctx);
  
      av_free(stream_ctx);
  
      avformat_close_input(&amp;ifmt_ctx);
  
      if (ofmt_ctx &amp;&amp; !(ofmt_ctx->oformat->flags &amp; AVFMT_NOFILE))
  
          avio_closep(&amp;ofmt_ctx->pb);
  
      avformat_free_context(ofmt_ctx);
  
  
  
      /*if (ret &lt; 0)
  
          av_log(NULL, AV_LOG_ERROR, "Error occurred: %s\n", av_err2str(ret));*/
  
  
  
      return ret ? 1 : 0;
  
  }
  
  </output></vector>