Reinventing Market Research for
a Data Centric Organization
Steve Sherman
The Madison Square Garden
Company
Businesses the MSG Consumer Insights Team Supports
External Data Sources
Internal Data Sources
Net
Promoter
Scores
The “Non-Directional Cycle”
CRM
Data
Customer
Satisfaction
Scores
Social
Media
Analytics
Tracking
Studies
Database
Analytics
Web
Metrics
Sales
Figures
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.
An Integrated View of Napoleon’s March to Moscow
(and his less successful return)
Source: E. Tufte, The Visual Display of Quantitative Information.
MSG Audience Metrics: NY Rangers
Regular Season TV Ratings
November 2014
Digital Metrics
Twitter
Followers
Facebook
Likes
Instagram
Followers
Website
Uniques
412K
1.4MM
325K
147K
Source: NetBase, November, 2014
Profile of Rangers Webpage Digital Audience
Source: Nielsen, NY DMA, November, 2014. MSG Networks only.
*Includes 11 regular season games
Home Attendance
Games
Attendees
11
xxx
Attendee Profile
Rangers 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.
Definitions and Sources
TV Audiences
Digital 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.
• 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
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.
Chart on Netbase Metrics
Defeat the Red
Wings 4-3 in OT
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.
Rangers lose 5
of 7 games
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
:30 Spot
Total :30 Rate
NY DMA
DET DMA
$6,632/ 30 =
$4,708
$1,924
$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)
• 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
15
Source: Netbase Soultions, November 12-24, 2014
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
18
How Fans Would Program the Music by Games Attended
19
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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