Sports-variety-big-data-summit

Speaking Fans' Language is Critical to Reaching Them, Say Sports Data Chiefs

by Devon Thomas  |  11.10.2016

Data is driving sports team management, said top sports data and analytics chiefs at Variety’s Big Data Summit at the Montage Hotel in Beverly Hills on Thursday, November 10.

On a panel called “Scoring High with Sports and Data,” topics centered around how data and analytics management is crucial for sports organizations that are working to ensure fans have the best experiences at games.

Jay Tucker, a program head at the USC Marshall School of Business, moderated the session. There were five speakers on stage, from left to right (pictured above) Brett Broich, head of analytics with MLS’ Los Angeles Football Club; Thomas Ciszek, head of research for Twitter; Cynthia Frelund, analytics expert with NFL Media; Sean Kundu, VP of New Ventures with the San Francisco 49ers; and Todd Sims, SVP digital at AEG.

“Actionability” was a key phrase used by several speakers.

“We’re trying to be better marketers, but none of it matters if you can’t act on it,” said Simms.

“If you don’t speak the language people listen to, they just don’t listen to you,” said Frelund.

Regarding the different tools panelists used to manage data projects, Kundu said he uses “geo-fencing” to track what attendees Tweet about and how they engage in a sports arena. Ciszek added that he uses GitHub to gather data. Frelund noted that the “empathy of storytelling” was key to gathering information, and she mentioned that talking to the players directly about what happened during a particular play was a great immediate source of data that’s much more immediate and human than a score on a board.

The panelists also touched on using Twitter to leverage data. Chicago Cubs fans, for example, “are a little more Trump than Hillary” fans, Ciszek found when looking at Cubs followers’ Twitter conversations. Also, to help ensure fans have memorable experiences at games, he was able to gauge music preferences to determine what to music to play during downtime.

← Back

New from Daily Brief

'In And Out of Dreaming': Jay Curtis Captures His Experience of ALS Through Poetry
Longtime PromaxBDA member (and former employee) Creative Lifeguard Curtis deals with his diagnosis with humor and grace.
Tim Roth Seeks Revenge in Bloody ‘Tin Star’ Promo
A new oil refinery bring drugs, prostitution and murder to a small town in Sky Atlantic’s graphic teaser.
Gordon Ramsay Goes Live in ‘The F Word’
Promo by BRKLY highlights the celebrity chef’s fun side for Fox’s new food variety show.
HOT SPOT: Main Titles for Ukrainian Documentary 'Children of Victory'
Children at play are juxtaposed against violent images of war in 1+1 Design's opening sequence.
Networks Respond to the Rise of Dramas in Latin America
Top executives explain the evolution of TV series in the region and new development models geared toward international distribution.
Netflix Plans to Triple Number of Series Produced Outside U.S.
Will increase original co-productions focusing on global stories told from local perspectives.
Jun 5
The Conference 2017
Jun 8
PromaxBDA Promotion, Marketing and Design North America Awards 2017
Jun 8
PromaxBDA Promotion, Marketing and Design Global Excellence Awards 2017
Jun 19
Station Summit 2017
Jun 22
The PromaxBDA Awards at Station Summit
FG|PG Advertisement Power Your Career Advertisement