Richard Ayers, CEO at Seven League, gave this presentation about how analytics is changing the world of sport at Mezzo Labs' "Future of Web Analytics" event in June 2014.

1. Future
of
Web
Analytics
Sporting
Perspective
11
June
2014
Richard
Ayers

2. Where
we
come
from…
@7League
@richardayers

3. !
Who
we
work
with..
@7League
@richardayers

4. Getting
it
together…
@7League
@richardayers

5. 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

6. Percentage
Views
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2012 2013 2014
Tablet
Mobile
Desktop
Mobile
viewership
-­‐
basics
Source – Google Analytics

7. Social
media
growth
–
mid-­‐level
December
2013
—
May
2014
FACR
Source:
SCOUT
(Seven
League
Social
Media
tool).
Total
followers
=
Facebook
+
Twitter
Serbia
Wales

8. 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

9. 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

10. 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

12. 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…

13. 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

14. Performance
Effect
ENGLAND
100s
&
5fers
(log
scale)

15. www.rfu.com/ibmtrytracker
RFU
&
IBM
TryTracker
–
Momentum
Tab

16. Thank you
Questions?
www.sevenleague.co.uk
info@sevenleague.co.uk
@7League
Richard Ayers
@richardayers