BrandEmotivity Keynote speech at the Sports Analytics Innovation Summit, Boston, 2013.
Winning in the HyperDigital Age - Equipment, Data, Storytelling. How to motivate Athletes and Engage Fans through data powered Storytelling.
18. Analysis needs to consider Bio and Context
Equipment
Sensors
Thermometer Gyroscope
...
Accelerometer
Galvanic Skin
Response
Hydrometer
Bio Info
Height Health
...
Other
Morphology
Muscle
Weight
Context
Pitch Venue
...
Opponent Tactics
Public
Analysis
18
19. Connected Devices
with sensors
generating data
Innovative Services and
Solutions for the
different Stakeholders
Contextual data
combined with
Sensor algorithms
Sensors Value
Data
Building Value
19
27. 27
Data and Performance Innovation Lifecycle
Professionals Pro-Ams Amateurs Occasional
Data for Performance Improvement Data for CRM and Commerce Data for Operational Efficiency
Use the sensors
for better
understanding
of product use
conditions and
result.
Data can be
used to improve
sequent
versions.
Data is used to
rightfully
balance
production
optimisation,
functionality
and new
premium or
“personalised”
versions.
Systems
integration and
big-data are
key at the stage
of service of
the “majority”
of athletes.
Operational
efficiency or
exploration of
niche markets
can be powered
by sensors
data,
uncovering
opportunities
for niche
products or for
portfolio
optimisation
32. 32
Transforming data into Insights
A universal truth that reveals
an unresolved tension
An insight is different from observable behaviour. It should explain the tension that provokes the
behaviour, rather than just describing it.
Asking the player is inefficient as they frequently alter their thinking frame according to
circumstances. Data is key to observe behaviours that can be mined to uncover the tensions that lead
to that behaviour.
33. 33
Player
Influencing Player Performance under friendly / hostile environment
Process
Feeling Thinking Doing
Motivations Framing Behaviour
Ambition to be famous
“Beat that guy”
I want to prove them
wrong.
Fear of failing
I need to risk on some
one-to-ones
I’ll let others risk, I’ll just
do my job
Attack the defender
Being conservative and
playing defensively -
“doing my job”
36. Congratulations,
On your last ride,
you covered a distance of 99 km.
Your average speed was 35 km/h and
average climb was 5.3%,
your heart rate was... bla bla...
36
40. Storytelling
Storytelling brings
meaning to Technology
Connected Devices
with sensors
generating data
Innovative Services and
Solutions for the
different Stakeholders
Contextual data
combined with
algorithms
Sensors Services
Data
Data powered performance and experiences
41. Bio Info
Sports Innovation
Sensors
Analysis Decision Action Stories
Stories
Stories
Magic
Context
Innovative Technology Data Analytics Creative StorytellingAdditional Value