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Reinventing Market Research for a Data Centric Organization
Steve ShermanThe Madison Square Garden
Company
Businesses the MSG Consumer Insights Team Supports
External Data Sources
Internal Data Sources
The “Non-Directional Cycle”
Challenge
Technology has allowed for an exponential increase in the amount of data that organizations produce, but the ability to effectively communicate, digest and act on those data requires new thinking and skills that are not widely disseminated within organizations.
Keys to Maintaining a Relevant Market Research Function within a Complex Organization
• Integration• Speed• Swiss Cheese Sandwich Principle
Integration
• What the CEB refers to as “multisource synthesis capability” which will:
Provide the organization with a more integrated and comprehensive view of customers and markets
Source: CEB Market Insights, January, 2015.
Source: E. Tufte, The Visual Display of Quantitative Information.
An Integrated View of Napoleon’s March to Moscow(and his less successful return)
Regular Season TV Ratings
Home Attendance
Twitter Followers
412K
Facebook Likes
1.4MM
Instagram Followers
325K
Website Uniques
147K
Digital Metrics
Source: NetBase, November, 2014
Games Attendees
11 xxx
Attendee ProfileRangers attendees plan to spend an average of $26,079 on a new vehicle within the next year – the NY DMA plans to spend an average of $23,230.
Source: Scarborough, Fall, 2014. Source: Comscore, November, 2014.
Profile of Rangers Webpage Digital Audience
MSG Audience Metrics: NY Rangers
Source: Nielsen, NY DMA, November, 2014. MSG Networks only.*Includes 11 regular season games
November 2014
Definitions and SourcesTV Audiences
•Average audiences are the average quarter hour audiences during live games for Rangers and Knicks on MSG Networks•Audience composition indicates the % of the average audiences that are composed of those groups.•Total TV audiences are estimates of persons who viewed at least one quarter hour of live games during the month.•All TV Audience measurements based on Nielsen NY DMA audience measurement.
Home Attendance
•These are counts of persons attending home games at MSG for each time during the month.
Profile
•Based on Scarborough’s in-depth research among ~12,000 persons in the NY DMA. This research identifies Knicks and Rangers attendees and can match them to over 2,000 consumer characteristics or behaviors.
Digital Metrics
•Mentions: The number of times a sentence of insight-rich text is found in the ConsumerBase index based on a topic's search criteria.•Potential Impressions: Number of people who viewed an author's post.•Net Sentiment: Ratio of positive to negative sentiment about a brand.•Positive/Negative: Sound bites that express a positive/negative sentiment about a brand•Unique Authors: Unique authors who mentioned the topic.
Digital Audiences
•Based on ComScore analyzing data using a Global Internet panel of more than 2 million people residing in 170+ countries who have monitoring software on their computers. Statistics are adjusted using weights to make sure that each population segment is adequately represented to obtain the most accurate data.•MSG Sports: Data on visitors for either NBA.COM/KNICKS, RANGERS.NHL.COM, BLUESHIRTSUNITED.COM, or WNBA.COM/LIBERTY•NHL – Rangers: Data on visitors for RANGERS.NHL.COM•NHL: Data on visitors for NHL.COM•Total Internet: Data on all internet users
Rangers lose 5 of 7 games
Defeat the Red Wings 4-3 in OT
Chart on Netbase Metrics
Example: Measuring the Media Value of Hockey Sponsorship
New York Rangers REPUCOM data overview methodology
APPLYING THE MEDIA RATE TO THE EXPOSURE TRACKED BY RADIUSS TO CREATE THE 100% MEDIA EQUIVALENCY VALUE
DURATION ON SCREEN FOR THE EXPOSURE (SECONDS)
PER SECOND MEDIA RATE
($221)100% Media Equivalency
The per second media rate is then applied to the duration of screen time to build the 100% Media Equivalency. The 100% Media Equivalency is the maximum value for the amount of time on screen.
:30 Spot
NY DMA
$4,708
:30 Spot
DET DMA
$1,924
Total :30 Rate
$6,632/ 30 =
$221/ sec.
New York Rangers REPUCOM data overview methodology
DISCOUNTING THE 100% MEDIA EQUIVALENCY BASED ON THE QUALITY OF EACH BRAND EXPOSURE
100% MEDIA EQUIVALENCY
Applied QI Score QI Media Value
The 100% Media Equivalency is then discounted to build the QI Media Value. The QI Media Value combines the 100% Media Equivalency value and the quality of the exposure measured by the Quality Index (QI).
Traditional Tracking for NY Rangers “Satisfaction” in NY DMA
Rangers as a Social Web Topic(Analysis of Social Media and Web Content Using Netbase)
15
Source: Netbase Soultions, November 12-24, 2014
• The Rangers were mentioned 606,752 times on social websites during the duration of this wave which resulted in over 3 Billion potential impressions on the web
• The overall net sentiment for the team was positive (+32%)• There were over 104K unique authors discussing the team
Cam Talbot earns first win as Rangers shutout
Flyers 2-0
Speed
• An MSG solution to decreasing the turnaround time on custom research has been the development of Fan Panels.
• Each panel consists of several thousand fans who provide feedback throughout the year.
Knicks Fan Panel Sign-Up Page
Type of Music Knicks Fans Want to Hear at Games
18
How Fans Would Program the Music by Games Attended
19
Rangers Fan Panel
The Swiss Cheese Sandwich Principle
Individual Data Sources
• Each data source is like a slice of Swiss Cheese, it has holes in what it is capable of telling us about customers and markets
Swiss Cheese Sandwich
• We need to be in the Swiss Cheese Sandwich business, using multiple sources and integrating them intelligently to create stories quickly
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