Reinventing Market Research for a Data Centric Organization

Steve ShermanThe Madison Square Garden

Company

Businesses the MSG Consumer Insights Team Supports

External Data Sources

Internal Data Sources

The “Non-Directional Cycle”

Challenge

Technology has allowed for an exponential increase in the amount of data that organizations produce, but the ability to effectively communicate, digest and act on those data requires new thinking and skills that are not widely disseminated within organizations.

Keys to Maintaining a Relevant Market Research Function within a Complex Organization

• Integration• Speed• Swiss Cheese Sandwich Principle

Integration

• What the CEB refers to as “multisource synthesis capability” which will:

Provide the organization with a more integrated and comprehensive view of customers and markets

Source: CEB Market Insights, January, 2015.

Source: E. Tufte, The Visual Display of Quantitative Information.

An Integrated View of Napoleon’s March to Moscow(and his less successful return)

Regular Season TV Ratings

Home Attendance

Twitter Followers

412K

Facebook Likes

1.4MM

Instagram Followers

325K

Website Uniques

147K

Digital Metrics

Source: NetBase, November, 2014

Games Attendees

11 xxx

Attendee ProfileRangers attendees plan to spend an average of $26,079 on a new vehicle within the next year – the NY DMA plans to spend an average of $23,230.

Source: Scarborough, Fall, 2014. Source: Comscore, November, 2014.

Profile of Rangers Webpage Digital Audience

MSG Audience Metrics: NY Rangers

Source: Nielsen, NY DMA, November, 2014. MSG Networks only.*Includes 11 regular season games

November 2014

Definitions and SourcesTV Audiences

•Average audiences are the average quarter hour audiences during live games for Rangers and Knicks on MSG Networks•Audience composition indicates the % of the average audiences that are composed of those groups.•Total TV audiences are estimates of persons who viewed at least one quarter hour of live games during the month.•All TV Audience measurements based on Nielsen NY DMA audience measurement.

Home Attendance

•These are counts of persons attending home games at MSG for each time during the month.

Profile

•Based on Scarborough’s in-depth research among ~12,000 persons in the NY DMA. This research identifies Knicks and Rangers attendees and can match them to over 2,000 consumer characteristics or behaviors.

Digital Metrics

•Mentions: The number of times a sentence of insight-rich text is found in the ConsumerBase index based on a topic's search criteria.•Potential Impressions: Number of people who viewed an author's post.•Net Sentiment: Ratio of positive to negative sentiment about a brand.•Positive/Negative: Sound bites that express a positive/negative sentiment about a brand•Unique Authors: Unique authors who mentioned the topic.

Digital Audiences

•Based on ComScore analyzing data using a Global Internet panel of more than 2 million people residing in 170+ countries who have monitoring software on their computers. Statistics are adjusted using weights to make sure that each population segment is adequately represented to obtain the most accurate data.•MSG Sports: Data on visitors for either NBA.COM/KNICKS, RANGERS.NHL.COM, BLUESHIRTSUNITED.COM, or WNBA.COM/LIBERTY•NHL – Rangers: Data on visitors for RANGERS.NHL.COM•NHL: Data on visitors for NHL.COM•Total Internet: Data on all internet users

Rangers lose 5 of 7 games

Defeat the Red Wings 4-3 in OT

Chart on Netbase Metrics

Example: Measuring the Media Value of Hockey Sponsorship

New York Rangers REPUCOM data overview methodology

APPLYING THE MEDIA RATE TO THE EXPOSURE TRACKED BY RADIUSS TO CREATE THE 100% MEDIA EQUIVALENCY VALUE

DURATION ON SCREEN FOR THE EXPOSURE (SECONDS)

PER SECOND MEDIA RATE

($221)100% Media Equivalency

The per second media rate is then applied to the duration of screen time to build the 100% Media Equivalency. The 100% Media Equivalency is the maximum value for the amount of time on screen.

:30 Spot

NY DMA

$4,708

:30 Spot

DET DMA

$1,924

Total :30 Rate

$6,632/ 30 =

$221/ sec.

New York Rangers REPUCOM data overview methodology

DISCOUNTING THE 100% MEDIA EQUIVALENCY BASED ON THE QUALITY OF EACH BRAND EXPOSURE

100% MEDIA EQUIVALENCY

Applied QI Score QI Media Value

The 100% Media Equivalency is then discounted to build the QI Media Value. The QI Media Value combines the 100% Media Equivalency value and the quality of the exposure measured by the Quality Index (QI).

Traditional Tracking for NY Rangers “Satisfaction” in NY DMA

Rangers as a Social Web Topic(Analysis of Social Media and Web Content Using Netbase)

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Source: Netbase Soultions, November 12-24, 2014

• The Rangers were mentioned 606,752 times on social websites during the duration of this wave which resulted in over 3 Billion potential impressions on the web

• The overall net sentiment for the team was positive (+32%)• There were over 104K unique authors discussing the team

Cam Talbot earns first win as Rangers shutout

Flyers 2-0

Speed

• An MSG solution to decreasing the turnaround time on custom research has been the development of Fan Panels.

• Each panel consists of several thousand fans who provide feedback throughout the year.

Knicks Fan Panel Sign-Up Page

Type of Music Knicks Fans Want to Hear at Games

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How Fans Would Program the Music by Games Attended

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Rangers Fan Panel

The Swiss Cheese Sandwich Principle

Individual Data Sources

• Each data source is like a slice of Swiss Cheese, it has holes in what it is capable of telling us about customers and markets

Swiss Cheese Sandwich

• We need to be in the Swiss Cheese Sandwich business, using multiple sources and integrating them intelligently to create stories quickly

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