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Applying Human Context to Data
1. 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
2. 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.
3. 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
6. 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
10. SportsCenter Is… An ESPN Driver
113 Million Fans
EveryWeek
Source: ESPN All Day, Every Day Fall 2012
10
11. 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. 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
13. Best Available Screen
Usage of TV, Internet and Mobile is place-based:
Users select the best available screen
16. 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. 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
18. 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?