During the summertime, the residents of Planet Nutshell take some time off to recharge their spirits.

But there’s lots more explaining to do, so we’re back at it.

While we were away, Google launched a new version of Google Wallet with our Nutshell displayed front and center in the app.

As part of the launch, we produced a shorter, 40-second version of our original Google Wallet Nutshell.

Google tested this video with hundreds of viewers to help them, and us, develop the best way to explain the basic functions of Google Wallet. Needless to say, we were pleased as punch to be a part of their rigorous and very customer-focused testing process.

If you’re reading this post, you probably already understand the power of Web video to delight people, to move them to action, to make a choice, to click that “I’ll take it!” button.

Of course, some Web videos are better at doing all this stuff than others. But how do you evaluate that effectiveness? In a nutshell, how do you determine that you’re getting the best performance possible out of your investment in video?

One option: You could convene a panel of coworkers, friends, and perhaps customers, who could weigh in with their opinions. You’ll likely get responses like this:

“This video really leverages our core competencies.”

“The script needs the word ‘leverage’ in it”

“More cowbell!”

“Love the colors!”

“It needs more eye candy. Can we get more 3D in there?”

Okay, that’s not super helpful.

So, you go looking for something more objective. You look at how many people have watched the video. YouTube will tell you this. Here are some things you might say as a result:

“We got a million views! This video is awesome!”

“We only got 200 views. This video sucks!”

But hang on. That’s not the full picture. Maybe you have really great social media reach, or maybe the video is planted on a high-traffic homepage. Sure, you got a million views but how many people were fully engaged? How many watched the whole thing? How many got bored? Maybe you’ve completely bored a million people. That’s not good. If they’re not making it to the point where they say, “Aha! I want this!” what’s the point?

On the flipside, maybe that video that only got 200 views is actually engaging people and moving them to action, but it’s buried on your site, without a decent push from your marketing team.

So how can you sort out this mess? When it comes to video deployment and performance, how can you figure out what rocks and what’s schlock?

The answer is analytics. But to get truly powerful and useful analytics, you have to look beyond the comparatively basic analytics provided by YouTube.

I’ve talked about Wistia before. In addition to their powerful video customization features, they’re still a leader in Web video analytics. I’m a fan of their video heat maps. With them, you can see precisely where in your videos folks are getting bored and quitting; where they’re rewinding, possibly out of confusion or heightened interest in a topic; and where they’re skipping around, hoping your video will get to the point. Wistia also aggregates all this information into easy-to-read charts that tell you which videos are maintaining engagement the best.

Learn more about Wistia’s Web video analytics.

Meanwhile, Vidyard gives you a dandy little chart that compiles a lot of great analytics data. You get daily, weekly, or monthly stats on the average attention span of your audience. If they’re leaving 20 seconds into a 2-minute video, maybe you should tidy things up, or start over with a video that captures attention better. Vidyard also lets you watch results in real-time. I love to launch a video and watch the numbers roll in to see how the initial response is going.

Learn more about Vidyard’s Web video analytics.

I’ve learned to love video analytics. There’s no better way to see objectively how videos are performing. Producers of Web video need their feet held to the fire of data. It helps people like me make better videos.

Bordeaux, France-based Mobiles Republic approached us with a mission to explain their flagship app, News Republic.

They presented us with a unique challenge: Make an “aspirational” Nutshell. Show how News Republic can become a part of daily life, and help people see themselves using the product. That got us thinking about telling a story about a central character.

And so, Dan was born:

From there, we worked closely with the News Republic team to develop the script, storyboard, and animation phases. Here’s Rich Reiter, Mobiles Republic director of marketing and acquisition, explaining that process:

Thank you, and all at Planet Nutshell for a job very well done on producing a video for our app News Republic. And when I say “all”, I especially want to note how your collaborative approach to working with us made this into a true team effort.

The process and the result were true to your word: you asked good questions and listened, and helped us to clarify our message; then chose a style and story that matched our product, kept us on-point through the process, and handed us a fantastic video that did exactly what you said it would: it tells our story ‘in a nutshell’.

You guided us through it with a deft hand, while still giving me a strong voice in the production. I really am pleased with the end result, and would gladly work with Planet Nutshell again on future projects.