A Picture is Worth 1,000 Words, Are Stats Worth More?
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Transcript of A Picture is Worth 1,000 Words, Are Stats Worth More?
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.
#1
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Statistics are behind every great infographic.
#2
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Statistics are fun.
#3
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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
HO
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STA
TIS
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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
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