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August 2014 www.tvbeurope.com


TVBEurope 69 Data Centre


In search of Contextual Intell igence


How media is missing out on a huge opportunity to engage with their audiences through data, by Blake Wooster, co-founder and CEO of 21st Club


BRAZIL 2014 became the most accessible and shared World Cup ever, breaking a massive number of social media records for a sports event. On Twitter alone, 35.6 million tweets were sent during the Brazil vs Germany semi-fi nal, with a record 618,725 tweets per minute posted after the Germans were crowned winners on Sunday 13 July. In comparison, the last Super Bowl hit a peak of 24.9 million with a maximum frequency of 381,605 tweets per minute.


Another clear trend was the widespread integration of stats across broadcast, online, print and social media. Rights holders, brands and bookmakers are clearly recognising and reacting to the growing appetite amongst fans for data-driven content. Overall, however, many will have been left frustrated and disillusioned by what was invariably a safe, unimaginative and transactional use of stats by most outlets during the tournament. Broadcasters persisted with the status quo narrative such as possession, passes completed and distances covered — none of which are particularly important when it comes to winning in football. Brands and other sports news channels opted for speed over substance in the race for fi rst mover advantage on Twitter.


The 21st Club #BPLBrazil campaign, ranking the best performing Premier League players on show at the World Cup


Blake Wooster


Such frustration was the original trigger for 21st Club’s foray into media. We felt compelled to try and change the conversation in football and so diversifi ed our data-driven offering normally reserved for football clubs. Our core business is helping


professional teams achieve competitive edge — typically in the areas of talent identifi cation, player acquisition, game plan and commercial strategy. Our work is underpinned by the application of what we dubbed ‘Contextual


Helping media understand their audience


Intelligence’ (CQ). This essentially recognises that every stat is meaningless without context. This comes from understanding data, and from knowing which stats are important at any given time, and the subsequent ability to


articulate the correct narrative through the use of words, visualisations and interactive design.


CQ has become the yardstick by which we measure how our content enables media to connect with their audiences.


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