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Asked to talk about how Sport uses data at the Future of Web Analytics meet in June 2014, this abridged version of the presentation shows - the basic web analytics often used in sports business - some of the mid-level analytical techniques that Seven League is bringing into play, including a section of our analysis comparing the social media usage of the Ashes, the British GP, Wimbledon and the Lions tour - how sport uses data in a performance-analysis context (much of this is missing due to copyright) and - my view of how the future of data and datavisualisation will lead us in the direction of Datatainment. For further thoughts, questions or discussion, find us on @7League, [email protected] or on our blog at www.sevenleague.co.uk
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Future of Web Analytics Sporting Perspective
11 June 2014
Richard Ayers
Where we come from…
@7League @richardayers
!
Who we work with..
@7League @richardayers
Getting it together…
@7League @richardayers
May 2012 – April 2013 v. May 2013 – April 2014
Website traffic analysis -‐ basics
Source – Google Analytics
Mid-‐July Start of season December
Winter break February Gambrinus Liga
re-‐starts
Percen
tage
Views
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2012 2013 2014
Tablet
Mobile
Desktop
Mobile viewership -‐ basics
Source – Google Analytics
Social media growth – mid-‐level December 2013 — May 2014
FACR
Source: SCOUT (Seven League Social Media tool). Total followers = Facebook + Twitter
Serbia
Wales
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
03/01/2014 03/02/2014 03/03/2014 03/04/2014 03/05/2014
Total Likes
Reach
Linear (Reach)
Photo post with Pavel Vrba welcoming new members to senior
squad
January – May 2014
Photo post on Petr Cech appearing in The Simpsons
Facebook reach – mid-‐level
Source: Facebook analytics
0%
5%
10%
15%
20%
25%
30%
35%
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
03/01/2014 03/02/2014 03/03/2014 03/04/2014 03/05/2014
Total Likes Engagement %
Facebook engagement
Petr Cech in The Simpsons photo
post
Pavel Vbra photo post
January – May 2014
Source: Facebook analytics
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
03/01/2014 03/02/2014 03/03/2014 03/04/2014 03/05/2014
Total Likes Engagement % Reach %
Facebook – fans/engagement
Fans who are reached but not engaged
January – May 2014
Source: Facebook analytics
Average number of tweets per day -‐ original vs retweets vs @s
0 20 40 60 80 100 120 140 0 20 40 60 80 100 120 140 160
Silverstone is the only account to make
significant use of @ tweets
@s i.e. conversa3on with an individual, only appears in their feed Retweets General eg hello, welcome, announcements, info…
Event day tweeting behaviour -‐ pics vs videos vs audio vs links out
*These graphs exclude tweets with no media in them
Audio Links out Video Pictures
Performance Effect ENGLAND 100s & 5fers (log scale)
www.rfu.com/ibmtrytracker RFU & IBM TryTracker – Momentum Tab
