By now everyone has likely heard of Big Data. Data is everywhere and is rich with information to help take the guessing game out of marketing. Data helps you target ads, tells you how your website is doing, and can even give you some important stats about your marketing tactics, including video. Consider this one example by Wistia. They were very proud of a new testimonial video on their site, but what they didn’t realize was that audience engagement was pretty low, especially per their average. And, because of how they constructed the content in the video, 40% of their viewers had already dropped off even before the testimonial mentioned the company name. Not ideal for a testimonial video.