Six ways to make data work for you

As the experts pick the bones from one of the most intense and exciting Super Bowls of all time, global analytics technology company Media iQ offers its advice for brands hoping to leverage the wealth of data available to them from such large-scale sporting events.

Six ways to make data work for you

It’s that time of the year again. Diehard fans are tidying up living rooms across the world, and data analysts are poring over the details, picking the bones from one of the most intense and exciting Super Bowls of all time following the New England Patriots’ late, late victory over the Atlanta Falcons. The talk which now dominates such sporting events is the impact of data, and how it can change the whole game experience.

So, how can marketers utilise the wealth of data available to them to optimise their timely advertising campaigns?

Putting micro & macro data sets to play

There’s just so much data to interpret. What is the best approach to using the most accurate and insightful data to make business decisions?

By working with specialist data analysts, sports advertisers are able to understand their target audience from a holistic 360-degree view, through micro (who and where) and macro factors (identifying the when). This targeting strategy helps a brand better understand its audience and inform a more sound and succinct media approach for the future.

Target users on the second screen

More and more consumers today are watching television with either a mobile device or tablet in hand. This ubiquity of digital devices – smartphones, tablets and laptops – has opened the doors to marketing on ‘second-screen’ devices in conjunction with broadcasting campaigns.

Leverage the power of social data

What are your followers’ interests? What are they talking about? What type of cultural or sports events do they like? Conversations on Twitter can give you enough data to understand what consumers spend most of their time discussing. Social data helps brands plan their marketing strategies in an effective way. Whether you aim to build your brand, increase customer engagement, funnel traffic to your website, or increase sales conversions, social media data is a valuable asset.

In 2016, not only did the Super Bowl gather 6.9 million tweets on the first day but 162,000 tweets were tweeted in the minute following the Super Bowl half-time show.  

Implement a hyperlocal advertising strategy

‘Hyperlocal’ is the new buzzword in mobile ad tech. So, what does it mean? It allows marketers to geographically target audiences for the purpose of delivering relevant ads by using a smartphone’s GPS data. By teaming up with data specialists, brands can impact key out of home (OOH) placements and reinforce brand messages on mobile devices. Marketers can also target audiences in the stadium, sports clubs or pubs, thus reaching the right audience based on their location. They can then trace the footprints of fans at a stadium to identify their favourite place to watch the match when they are not at the stadium and therefore identify the most popular sports pubs and clubs.

Make quicker, futuristic decisions with enterprise solutions

Brands today want to use cutting edge technology to be ahead of the game. To achieve this, significant resources are often required to find the best and most appropriate solutions along with partnering with the right technology vendors. By doing so, marketers can stitch together disparate data sets available, such as, pixel data, adserver data, and CRM data. By building out a complete view of a brand’s customer based on on-site behaviour, creative and media engagement and lifetime value, questions such as, which media channels drive more repeat customers or what is the optimal cross-channel media touchpoints to drive new or high-value customers, can be answered.

Sync digital ads across screens based on live sports moments

Nielsen has found that 84% of smartphone and tablet owners use their devices as second screens while watching TV at the same time. And capitalising on ‘key’ winning moments during sports events can help brands to align their digital messages with crucial winning moments. For instance, our Sports Sync solution allows brands to be in the moment when major sports events happen by utilising key moments such as touchdowns, timeouts, two-point conversations or penalties.

Media iQ is a global analytics technology company. @MediaIQDigital