Upload
imedia-connection
View
167
Download
0
Tags:
Embed Size (px)
Citation preview
Leah Spalding, VP - Western Region, Dynamic Logic, Millward Brown's Digital Practice
Brian Doyle, Sr. Director Mobile Sales & Strategy Development, ESPN
Dan Hill, President, Sensory Logic & Author, "Emotionomics"
Session Leader: Jason Burnham, Partner & Social Engineer, Burnham Marketing
Applying Human Context to Data
NEUROGRAPHICS [neu-ro-graph-ics] plural:
The statistical characteristics of human cognition and their relationship to common behavioral attributes that identify the predictable drivers of decision making cause and effect.
The Force of Certainty: Past Thinking
The Force of Probability: Present Thinking
The Force of Possibility: Future Thinking
Rational Risk Adverse Fears Change
Quality Driven Seeks Truth
Skeptical Prudent
Validates Analytical Selective
Practical Realistic
Controlled Process Driven
Seeks Order Utilitarian Methodical
Plans Compares Organized
Optimistic Impulsive
Aspirational Hope Driven
Individualistic Spontaneous Enthusiastic
Fickle Chaotic
Proactive
DEMOGRAPHICS
PSYCHOGRAPHICS
BEHAVIORAL
ATTITUDINAL
RESPONSE NEU
RO
GR
AP
HIC
S NEU
RO
GR
AP
HIC
S
GEOGRAPHICS
ADDRESSABLE AUDIENCE
Introduction
Communication
Understanding
Perception
Motivation
Behavior
Satisfaction
Result
Learning
Express
Share
Favor
“How It Should Look”
“How It Should Be Said”
“What They Will Need ”
“How It Will Resonate”
“What It Will Take”
“How They Will React”
“Will It Fulfill Them”
“What It Will Be”
“What It Will Require”
“How They Do It”
“To What Extent”
“In Relation To”
ADDRESSABLE
PROSPECT
CUSTOMER
ADVOCATE
OBJECTIVE: Position .NET as the TLD for small business
AUDIENCE: Small Business Owners & Entrepreneurs
KEY MEASURES: Awareness, Familiarity, Favorability, Intent
METHODOLOGY: Control/exposed comparisons, 1700 respondents
PROBABILITY PRESENT THINKING
POSSIBILITY FUTURE THINKING
CERTAINTY PAST THINKING
MindTime® is a registered trademark of MindTime Inc. © 2009 MindTime Inc. Patent Pending.
SportsCenter
Is…
35 years in the making
…and still innovating
9
SportsCenter Is… An ESPN Driver
113 Million Fans
Every Week
Source: ESPN All Day, Every Day Fall 2012 10
11
11
62 Million Fans on Non-TV Media
55% of Fans Are Using Our Non-TV Platforms at Any Given Moment
Source: ESPN All Day, Every Day Fall 2012
12
6PM SportsCenter + 3% increase among A18-49 Jan.‘12 vs. Jan. ‘13
SC Instant Replay The first-of-its-kind
73% over-delivery on ESPN video ad starts
Source: Nielsen Media Research, Live US Rtgs; Arbitron Nationwide, Fall 2012
SportsCenter Is… the Leader on Every Screen
SportsCenter Live No. 2 watched program on WatchESPN
Directly behind Notre Dame vs. Alabama: 2013 Discover BCS National Championship game
SportsCenter Live No. 4 ranked ‘Sport’ on
WatchESPN via iPad
Behind football, basketball, tennis
SportsCenter Updates Every 30 Minutes .5 Million Weekly Reach, + 16% vs. 2010
Jan. ‘13
Jan. ‘13
Best Available Screen
Usage of TV, Internet and Mobile is place-based: Users select the best available screen
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
6am
7am
8am
9am
10am
11am
12p
m
1pm
2pm
3pm
4pm
5pm
6pm
7pm
8pm
9pm
10p
m
11p
m
12am
1am
2am
3am
4am
5am
ESPN.com ESPN Mobile ScoreCenter WatchESPN ESPN Nets
October 2012 College Football
ESPN Media Assests Net Users by Hour Saturday
Web
/Mo
bile
Per
son
s (0
00)
TV P
erson
s (000)
Source: Nielsen NPOWER Reach (ESPN, ESPN2, ESPNEWS) for TV; Adobe/Omniture for Web/Mobile; Saturday, October 6th, 2012
0
2,000
4,000
6,000
8,000
10,000
12,000
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
5,000
5,500
6,000
6,500
6am
7am
8am
9am
10am
11am
12p
m
1pm
2pm
3pm
4pm
5pm
6pm
7pm
8pm
9pm
10p
m
11p
m
12am
1am
2am
3am
4am
5am
ESPN.com ESPN Mobile ScoreCenter WatchESPN ESPN Nets
October 2012 NFL
ESPN Media Assests Net Users by Hour Sunday
Web
/Mo
bile
Per
son
s (0
00)
TV P
erson
s (000)
Source: Nielsen NPOWER Reach (ESPN, ESPN2, ESPNEWS) for TV; Adobe/Omniture for Web/Mobile; Sunday, October 7th, 2012
Source: Adobe Omniture, 9/10/12 – 9/16/12; Index = Index of per hour page views relative the typical hourly traffic for that platform
• MORNING: Standings, Player Statistics, Game Recaps
• MIDDAY: Preview Pages, Schedule, Features/Stories
• LATE AFTERNOON: Game Previews, Fantasy
• EVENING: Gamecast, Boxscores, Scoreboard Mobile
MLB Traffic Flow
17
Not Who Won but How They Won
Social Conversation
Context and Perspective
Live Pressers and Headlines
The Biggest Stories of the Day
What’s Now Is What’s On
The Day in Sports
Closing out the Night’s Events
Your Weekend Ticket
18 hours of live coverage guides fans throughout the sports day
17
1) What is currently the biggest problem with big data and how it is being utilized for marketing and advertising?
2) How should we define the "human" element and how do we incorporate this understanding of people into an increasingly data-driven industry?
3) What is the social media's role in understanding human behavior and where are agencies falling short?