A Picture is Worth 1,000 Words,

Are Stats worth More?#smwstats

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Pat KopischkieVP, Account Management

@hyconnect@patrickkop

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Greg KirkorskyEVP, Global Sales & Marketing

@statsbiznews

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STATS is the world's leading sports technology, data and content company.

Based in Northbrook, Ill.

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#1 in sports#29 overall

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“The sexy job in the next 10 years will be statisticians.”

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- Google Chief Economist Hal Varian, 2009

After near perfect election predictions, Nate Silver’s young, down-to-earth attitude made stats even more mainstream.

Time magazine 100 most influential, 2009

Rolling Stone Game Changer, 2012

Fast Company #1 Most Creative in Business, 2013

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“Using stats, we'll find value in players that no one else can see.”  

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- Peter Brand / Moneyball

STATISTICS AND MARKETING

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Statistics make content credible.

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Statistics are behind every great infographic.

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Statistics are fun.

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How to Generate Statistics

Process & Methodology

• Desired outcomes• Budget and timing• Algorithm creation

and Index weighting• Formulaic testing and

proofing• Analyzing data and reviewing results

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Start by Imagining your Desired Headline.

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New Study Shows…

The Story You Want Will Dictate What Type of Research you Need.

• Primary or secondary research• Qualitative or quantitative• Online or offline surveys• Historical• Geographical

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…as will your Budget and Timing.

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Research Vendors & Partners

industry trade groups

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White Paper• Large volume of data.• Distribute through email list,

website download.• Longer shelf life, bigger

investment.• Pull out bite-size data points to

share on social channels.

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Infographics• 30x more likely to be read than a

text article.

• Brands that use infographics see more web traffic.

• Host on a socially-enabled landing page, SEO.

• Design with social in mind, one infographic can yield several bite-sized pieces.

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Listicles

• Everything Buzzfeed publishes• American College of Sports

Medicine Healthiest Cities in America, 7th annual

• Forbe’s Richest• People magazine’s Most Beautiful• Combos Manliest Cities• Wahl Most Facial Hair Friendly

Cities

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Kinetic Text Videos• More than 1 billion unique

users visit YouTube each month.

• But only 2% of the top 5,000 channels are brands.

• New ways to incorporate branding into videos with embedded links.

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Did You Know? 6.0 Developed in partnership with The Economist.

Media Relations• Know target outlets.

• Citation is key.

• Be novel, media like new angles.

• Don’t be too narrow, readers want stories relevant to them.

• Expect skepticism if research oversells client interests.

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Case Study: Bogus IQ Study• Study showed Internet

Explorer users have lower IQs.

• Picked up worldwide by major news outlets.

• Was quickly debunked, publisher claimed it was intended to be a joke.

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STATISTICS IN MARKETING CASE STUDIES

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Expedia – Publishing Machine

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White Paper

Charmin Sit or Squat• Compiles user-generated

reviews, turns out ratings.• Parenting Magazine: One of

the best apps!• 200 million media impressions.

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Harley-Davidson Iron 883 Launch

• New stripped down bike.

• With an $8,000 price tag, wanted to communicate it was accessible to a skeptical, younger audience. So we did the math for them…

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DELSEY luggage

Client challenge: Make a “case” for luggage as a holiday gift.

Desired headline: Study shows luggage replaces VCR as most outdated item in home.

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DELSEY luggage• Polled 2K adults about luggage and

travel preferences.

• 5 questions, less than $7,000

• Questions:– last time you purchased?

– Color ?

– Top attributes?

– One travel wish?

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DELSEY luggage

Survey methodology disclosed on press release.

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DELSEY luggage

Generated dozens of placements in key outlets.

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Wahl-Stars• 10 years of data analysis showed a

positive correlation between players with facial hair and performance.

• Released around MBL All-Star game. Media pick up went viral.

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New York Life• The authoritative measure of a

team’s aptitude in pass protection.

• Proprietary formula looking at things like QB Sacks, Hurries, Knockdowns, False Starts and Air Yards.

• Significant media and social attention.

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UPS Team Performance Index• Proprietary algorithm

highlights the most well-rounded teams in college football and basketball.

• UPS used data to tie their logistics campaign to weekly sports games.

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Rolaids Relief

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WHAT’S NEXT ON THE STATISTICS AND MARKETING FRONTIER?

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Technology will create unique, ownable data points for brands.

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When it comes to the story stats can tell, you are only limited by your imagination.

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Q & A

#smwguys 43