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• How to Use Analytics & Reports for Marketing, Sales & More

  28 septembre 2023, par Erin — Analytics Tips

  By now, most professionals know they should be using analytics and reports to make better business decisions. Blogs and thought leaders talk about it all the time. But most sources don’t tell you how to use analytics and reports. So marketers, salespeople and others either skim whatever reports they come across or give up on making data-driven decisions entirely. 

  But it doesn’t have to be this way.

  In this article, we’ll cover what analytics and reports are, how they differ and give you examples of each. Then, we’ll explain how clean data comes into play and how marketing, sales, and user experience teams can use reports and analytics to uncover actionable insights.

  What’s the difference between analytics & reports ? 

  Many people speak of reports and analytics as if the terms are interchangeable, but they have two distinct meanings.

  A report is a collection of data presented in one place. By tracking key metrics and providing numbers, reports tell you what is happening in your business. Analytics is the study of data and the process of generating insights from data. Both rely on data and are essential for understanding and improving your business results.

  

  A science experiment is a helpful analogy for how reporting and analytics work together. To conduct an experiment, scientists collect data and results and compile a report of what happened. But the process doesn’t stop there. After generating a data report, scientists analyse the data and try to understand the why behind the results.

  In a business context, you collect and organise data in reports. With analytics, you then use those reports and their data to draw conclusions about what works and what doesn’t.

  Reports examples 

  Reports are a valuable tool for just about any part of your business, from sales to finance to human resources. For example, your finance team might collect data about spending and use it to create a report. It might show how much you spend on employee compensation, real estate, raw materials and shipping.

  On the other hand, your marketing team might benefit from a report on lead sources. This would mean collecting data on where your sales leads come from (social media, email, organic search, etc.). You could collect and present lead source data over time for a more in-depth report. This shows which sources are becoming more effective over time. With advanced tools, you can create detailed, custom reports that include multiple factors, such as time, geographical location and device type.

  

  Analytics examples 

  Because analytics requires looking at and drawing insights from data and reports to collect and present data, analytics often begins by studying reports. 

  In our example of a report on lead sources, an analytics professional might study the report and notice that webinars are an important source of leads. To better understand this, they might look closely at the number of leads acquired compared to how often webinars occur. If they notice that the number of webinar leads has been growing, they might conclude that the business should invest in more webinars to generate more leads. This is just one kind of insight analytics can provide.

  For another example, your human resources team might study a report on employee retention. After analysing the data, they could discover valuable insights, such as which teams have the highest turnover rate. Further analysis might help them uncover why certain teams fail to keep employees and what they can do to solve the problem.

  The importance of clean data 

  Both analytics and reporting rely on data, so it’s essential your data is clean. Clean data means you’ve audited your data, removed inaccuracies and duplicate entries, and corrected mislabelled data or errors. Basically, you want to ensure that each piece of information you’re using for reports and analytics is accurate and organised correctly.

  If your data isn’t clean and accurate, neither will your reports be. And making business decisions based on bad data can come at a considerable cost. Inaccurate data might lead you to invest in a channel that appears more valuable than it actually is. Or it could cause you to overlook opportunities for growth. Moreover, poor data maintenance and the poor insight it provides will lead your team to have less trust in your reports and analytics team.

  The simplest way to maintain clean data is to be meticulous when inputting or transferring data. This can be as simple as ensuring that your sales team fills in every field of an account record. When you need to import or transfer data from other sources, you need to perform quality assurance (QA) checks to make sure data is appropriately labelled and organised. 

  Another way to maintain clean data is by avoiding cookies. Most web visitors reject cookie consent banners. When this happens, analysts and marketers don’t get data on these visitors and only see the percentage of users who accept tracking. This means they decide on a smaller sample size, leading to poor or inaccurate data. These banners also create a poor user experience and annoy web visitors.

  Matomo can be configured to run cookieless — which, in most countries, means you don’t need to have an annoying cookie consent screen on your site. This way, you can get more accurate data and create a better user experience.

  Marketing analytics and reports 

  Analytics and reporting help you measure and improve the effectiveness of your marketing efforts. They help you learn what’s working and what you should invest more time and money into. And bolstering the effectiveness of your marketing will create more opportunities for sales.

  

  One common area where marketing teams use analytics and reports is to understand and improve their keyword rankings and search engine optimization. They use web analytics platforms like Matomo to report on how their website performs for specific keywords. Insights from these reports are then used to inform changes to the website and the development of new content.

  As we mentioned above, marketing teams often use reports on lead sources to understand how their prospects and customers are learning about the brand. They might analyse their lead sources to better understand their audience. 

  For example, if your company finds that you receive a lot of leads from LinkedIn, you might decide to study the content you post there and how it differs from other platforms. You could apply a similar content approach to other channels to see if it increases lead generation. You can then study reporting on how lead source data changes after you change content strategies. This is one example of how analysing a report can lead to marketing experimentation. 

  Email and paid advertising are also marketing channels that can be optimised with reports and analysis. By studying the data around what emails and ads your audience clicks on, you can draw insights into what topics and messaging resonate with your customers.

  

  Marketing teams often use A/B testing to learn about audience preferences. In an A/B test, you can test two landing page versions, such as two different types of call-to-action (CTA) buttons. Matomo will generate a report showing how many people clicked each version. From those results, you may draw an insight into the design your audience prefers.

  Sales analytics and reports 

  Sales analytics and reports are used to help teams close more deals and sell more efficiently. They also help businesses understand their revenue, set goals, and optimise sales processes. And understanding your sales and revenue allows you to plan for the future.

  One of the keys to building a successful sales strategy and team is understanding your sales cycle. That’s why it’s so important for companies to analyse their lead and sales data. For business-to-business (B2B) companies in particular, the sales cycle can be a long process. But you can use reporting and analytics to learn about the stages of the buying cycle, including how long they take and how many leads proceed to the next step.

  Analysing lead and customer data also allows you to gain insights into who your customers are. With detailed account records, you can track where your customers are, what industries they come from, what their role is and how much they spend. While you can use reports to gather customer data, you also have to use analysis and qualitative information in order to build buyer personas. 

  

  Many sales teams use past individual and business performance to understand revenue trends. For instance, you might study historical data reports to learn how seasonality affects your revenue. If you dive deeper, you might find that seasonal trends may depend on the country where your customers live. 

  

  Conversely, it’s also important to analyse what internal variables are affecting revenue. You can use revenue reports to identify your top-performing sales associates. You can then try to expand and replicate that success. While sales is a field often driven by personal relationships and conversations, many types of reports allow you to learn about and improve the process.

  Website and user behaviour analytics and reports 

  More and more, businesses view their websites as an experience and user behaviour as an important part of their business. And just like sales and marketing, reporting and analytics help you better understand and optimise your web experience. 

  Many web and user behaviour metrics, like traffic source, have important implications for marketing. For example, page traffic and user flows can provide valuable insights into what your customers are interested in. This can then drive future content development and marketing campaigns.

  

  You can also learn about how your users navigate and use your website. A robust web analytics tool, like Matomo, can supply user session recordings and visitor tracking. For example, you could study which pages a particular user visits. But Matomo also has a feature called Transitions that provides visual reports showing where a particular page’s traffic comes from and where visitors tend to go afterward. 

  

  As you consider why people might be leaving your website, site performance is another important area for reporting. Most users are accustomed to near-instantaneous web experiences, so it’s worth monitoring your page load time and looking out for backend delays. In today’s world, your website experience is part of what you’re selling to customers. Don’t miss out on opportunities to impress and delight them.

  Dive into your data

  Reporting and analytics can seem like mysterious buzzwords we’re all supposed to understand already. But, like anything else, they require definitions and meaningful examples. When you dig into the topic, though, the applications for reporting and analytics are endless.

  Use these examples to identify how you can use analytics and reports in your role and department to achieve better results, whether that means higher quality leads, bigger deal size or a better user experience.

  To see how Matomo can collect accurate and reliable data and turn it into in-depth analytics and reports, start a free 21-day trial. No credit card required.

• ffmpeg encoding leaves me with blank space at the end where the video pauses and there is nothing ahead

  6 novembre 2022, par Nisarg Desai

  I was trying to slice some of the video being played and clip it in mpv.net using a .lua script which uses ffmpeg to encode the webm output. ffmpeg sometimes leaves some seconds blank and without any video/audio ahead while clipping from source. Is there any solution to this ?

  


  The code for the script is given below (was taken from here https://github.com/occivink/mpv-scripts) :

  


  local utils = require "mp.utils"
local msg = require "mp.msg"
local options = require "mp.options"

local ON_WINDOWS = (package.config:sub(1,1) ~= "/")

local start_timestamp = nil
local profile_start = ""

-- implementation detail of the osd message
local timer = nil
local timer_duration = 2

-- folder creation if it doesnt exist
function exists(file)
   local ok, err, code = os.rename(file, file)
   if not ok then
      if code == 13 then
         return true
      end
   end
   return ok, err
end

--- Check if a directory exists in this path
function create_dir(path)
    local dir = "\"" .. path .. "\""
    if not exists(path .."/") then
        os.execute("mkdir " .. dir)
    end
end

function append_table(lhs, rhs)
    for i = 1,#rhs do
        lhs[#lhs+1] = rhs[i]
    end
    return lhs
end

function file_exists(name)
    local f = io.open(name, "r")
    if f ~= nil then
        io.close(f)
        return true
    else
        return false
    end
end

function get_extension(path)
    local candidate = string.match(path, "%.([^.]+)$")
    if candidate then
        for _, ext in ipairs({ "mkv", "webm", "mp4", "avi" }) do
            if candidate == ext then
                return candidate
            end
        end
    end
    return "mkv"
end

function get_output_string(dir, format, input, extension, title, from, to, profile)
    local res = utils.readdir(dir)
    if not res then
        return nil
    end
    local files = {}
    for _, f in ipairs(res) do
        files[f] = true
    end
    local output = format
    output = string.gsub(output, "$f", function() return input end)
    output = string.gsub(output, "$t", function() return title end)
    output = string.gsub(output, "$s", function() return seconds_to_time_string(from, true) end)
    output = string.gsub(output, "$e", function() return seconds_to_time_string(to, true) end)
    output = string.gsub(output, "$d", function() return seconds_to_time_string(to-from, true) end)
    output = string.gsub(output, "$x", function() return extension end)
    output = string.gsub(output, "$p", function() return profile end)
    if ON_WINDOWS then
        output = string.gsub(output, "[/\\|<>?:\"*]", "_")
    end
    if not string.find(output, "$n") then
        return files[output] and nil or output
    end
    local i = 1
    while true do
        local potential_name = string.gsub(output, "$n", tostring(i))
        if not files[potential_name] then
            return potential_name
        end
        i = i + 1
    end
end

function get_video_filters()
    local filters = {}
    for _, vf in ipairs(mp.get_property_native("vf")) do
        local name = vf["name"]
        name = string.gsub(name, '^lavfi%-', '')
        local filter
        if name == "crop" then
            local p = vf["params"]
            filter = string.format("crop=%d:%d:%d:%d", p.w, p.h, p.x, p.y)
        elseif name == "mirror" then
            filter = "hflip"
        elseif name == "flip" then
            filter = "vflip"
        elseif name == "rotate" then
            local rotation = vf["params"]["angle"]
            -- rotate is NOT the filter we want here
            if rotation == "90" then
                filter = "transpose=clock"
            elseif rotation == "180" then
                filter = "transpose=clock,transpose=clock"
            elseif rotation == "270" then
                filter = "transpose=cclock"
            end
        end
        filters[#filters + 1] = filter
    end
    return filters
end

function get_input_info(default_path, only_active)
    local accepted = {
        video = true,
        audio = not mp.get_property_bool("mute"),
        sub = mp.get_property_bool("sub-visibility")
    }
    local ret = {}
    for _, track in ipairs(mp.get_property_native("track-list")) do
        local track_path = track["external-filename"] or default_path
        if not only_active or (track["selected"] and accepted[track["type"]]) then
            local tracks = ret[track_path]
            if not tracks then
                ret[track_path] = { track["ff-index"] }
            else
                tracks[#tracks + 1] = track["ff-index"]
            end
        end
    end
    return ret
end

function seconds_to_time_string(seconds, full)
    local ret = string.format("%02d:%02d.%03d"
        , math.floor(seconds / 60) % 60
        , math.floor(seconds) % 60
        , seconds * 1000 % 1000
    )
    if full or seconds > 3600 then
        ret = string.format("%d:%s", math.floor(seconds / 3600), ret)
    end
    return ret
end

function start_encoding(from, to, settings)
    local args = {
        settings.ffmpeg_command,
        "-loglevel", "panic", "-hide_banner",
    }
    local append_args = function(table) args = append_table(args, table) end

    local path = mp.get_property("path")
    local is_stream = not file_exists(path)
    if is_stream then
        path = mp.get_property("stream-path")
    end

    local track_args = {}
    local start = seconds_to_time_string(from, false)
    local input_index = 0
    for input_path, tracks in pairs(get_input_info(path, settings.only_active_tracks)) do
       append_args({
            "-ss", start,
            "-i", input_path,
        })
        if settings.only_active_tracks then
            for _, track_index in ipairs(tracks) do
                track_args = append_table(track_args, { "-map", string.format("%d:%d", input_index, track_index)})
            end
        else
            track_args = append_table(track_args, { "-map", tostring(input_index)})
        end
        input_index = input_index + 1
    end

    append_args({"-to", tostring(to-from)})
    append_args(track_args)

    -- apply some of the video filters currently in the chain
    local filters = {}
    if settings.preserve_filters then
        filters = get_video_filters()
    end
    if settings.append_filter ~= "" then
        filters[#filters + 1] = settings.append_filter
    end
    if #filters > 0 then
        append_args({ "-filter:v", table.concat(filters, ",") })
    end

    -- split the user-passed settings on whitespace
    for token in string.gmatch(settings.codec, "[^%s]+") do
        args[#args + 1] = token
    end

    -- path of the output
    local output_directory = mp.get_property("options/screenshot-directory")
    -- local checkbool = exists(output_directory.."/")
    -- mp.osd_message("" .. type(checkbool), timer_duration)
    -- if not checkbool then    
    --     os.execute("mkdir" .. output_directory)
    -- end
    if output_directory == "" then
        if is_stream then
            output_directory = "."
        else
            output_directory, _ = utils.split_path(path)
        end
    else
        output_directory = string.gsub(output_directory, "^~", os.getenv("HOME") or "~")
    end
    local input_name = mp.get_property("filename/no-ext") or "encode"
    local title = mp.get_property("media-title")
    local extension = get_extension(path)
    local output_name = get_output_string(output_directory, settings.output_format, input_name, extension, title, from, to, settings.profile)
    if not output_name then
        mp.osd_message("Invalid path " .. output_directory)
        return
    end
    args[#args + 1] = utils.join_path(output_directory, output_name)

    if settings.print then
        local o = ""
        -- fuck this is ugly
        for i = 1, #args do
            local fmt = ""
            if i == 1 then
                fmt = "%s%s"
            elseif i >= 2 and i <= 4 then
                fmt = "%s"
            elseif args[i-1] == "-i" or i == #args or args[i-1] == "-filter:v" then
                fmt = "%s '%s'"
            else
                fmt = "%s %s"
            end
            o = string.format(fmt, o, args[i])
        end
        print(o)
    end
    if settings.detached then
        utils.subprocess_detached({ args = args })
    else
        local res = utils.subprocess({ args = args, max_size = 0, cancellable = false })
        if res.status == 0 then
            mp.osd_message("Finished encoding succesfully")
        else
            mp.osd_message("Failed to encode, check the log")
        end
    end
end

function clear_timestamp()
    timer:kill()
    start_timestamp = nil
    profile_start = ""
    mp.remove_key_binding("encode-ESC")
    mp.remove_key_binding("encode-ENTER")
    mp.osd_message("", 0)
end

function set_timestamp(profile)
    if not mp.get_property("path") then
        mp.osd_message("No file currently playing")
        return
    end
    if not mp.get_property_bool("seekable") then
        mp.osd_message("Cannot encode non-seekable media")
        return
    end
    create_dir(mp.get_property("options/screenshot-directory"))
    if not start_timestamp or profile ~= profile_start then
        profile_start = profile
        start_timestamp = mp.get_property_number("time-pos")
        local msg = function()
            mp.osd_message(
                string.format("encode [%s]: waiting for end timestamp", profile or "default"),
                timer_duration
            )
        end
        msg()
        timer = mp.add_periodic_timer(timer_duration, msg)
        mp.add_forced_key_binding("ESC", "encode-ESC", clear_timestamp)
        mp.add_forced_key_binding("ENTER", "encode-ENTER", function() set_timestamp(profile) end)
    else
        local from = start_timestamp
        local to = mp.get_property_number("time-pos")
        if to <= from then
            mp.osd_message("Second timestamp cannot be before the first", timer_duration)
            timer:kill()
            timer:resume()
            return
        end
        clear_timestamp()
        mp.osd_message(string.format("Encoding from %s to %s"
            , seconds_to_time_string(from, false)
            , seconds_to_time_string(to, false)
        ), timer_duration)
        -- include the current frame into the extract
        local fps = mp.get_property_number("container-fps") or 30
        to = to + 1 / fps / 2
        local settings = {
            detached = false,
            container = "",
            only_active_tracks = false,
            preserve_filters = true,
            append_filter = "",
            codec = "-c:v libvpx-vp9 -lossless 1 -b:v 1000k -deadline good",
            output_format = "$f_$n.webm",
            output_directory = "",
            ffmpeg_command = "ffmpeg",
            print = true,
        }
        if profile then
            options.read_options(settings, profile)
            if settings.container ~= "" then
                msg.warn("The 'container' setting is deprecated, use 'output_format' now")
                settings.output_format = settings.output_format .. "." .. settings.container
            end
            settings.profile = profile
        else
            settings.profile = "default"
        end        
        start_encoding(from, to, settings)
    end
end

mp.add_key_binding(nil, "set-timestamp", set_timestamp)


  


• ffplay : decrease max audio callbacks per second

  14 juin 2014, par Marton Balint

  ffplay : decrease max audio callbacks per second
  Too many audio callbacks per second can cause buffer underruns especially under
  
  load. As now we take into accound the elapsed time after an audio callback when
  
  determining current audio clock, it is not that important to use small buffer
  
  sizes and frequent audio callbacks, so lets remove the comment.
  Signed-off-by : Marton Balint <cus@passwd.hu>
  

  • [DH] ffplay.c