1. Reinventing Market Research for a Data Centric Organization
Steve Sherman
The Madison Square Garden Company

2. Businesses the MSG Consumer Insights Team Supports

3. External Data Sources

4. Internal Data Sources The “Non-Directional Cycle” Net Promoter Scores
Customer Satisfaction Scores
Social Media Analytics
Web Metrics
Sales Figures
Database Analytics
Tracking Studies
CRM Data

5. 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.

6. Keys to Maintaining a Relevant Market Research Function within a Complex Organization
Integration
Speed
Swiss Cheese Sandwich Principle

7. 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.

8. An Integrated View of Napoleon’s March to Moscow
(and his less successful return)
Source: E. Tufte, The Visual Display of Quantitative Information.

9. MSG Audience Metrics: NY Rangers
November 2014
Regular Season TV Ratings
Digital Metrics
Twitter Followers
412K
Facebook Likes
1.4MM
Instagram Followers
325K
Website Uniques
147K
Source: NetBase, November, 2014
Profile of Rangers Webpage Digital Audience
Source: Nielsen, NY DMA, November, 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.

10. Definitions and Sources
TV 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
Chart on Netbase Metrics
Defeat the Red Wings 4-3 in OT
Rangers lose 5 of 7 games

11. Example: Measuring the Media Value of Hockey Sponsorship

12. 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)
100% Media Equivalency
PER SECOND MEDIA RATE
($221)
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.

13. New York Rangers REPUCOM data overview methodology
DISCOUNTING THE 100% MEDIA EQUIVALENCY BASED ON THE QUALITY OF EACH BRAND EXPOSURE
QI Media Value
100% MEDIA EQUIVALENCY
Applied QI Score
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).

14. Traditional Tracking for NY Rangers “Satisfaction” in NY DMA

15. 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
Source: Netbase Soultions, November 12-24, 2014

16. 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.

17. Knicks Fan Panel Sign-Up Page

18. Type of Music Knicks Fans Want to Hear at Games

19. How Fans Would Program the Music by Games Attended

20. Rangers Fan Panel

21. The Swiss Cheese Sandwich Principle

22. 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

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

24. Recommended Reading