then introducing today’s first keynote speaker.
THE ART OF WINNING AN UNFAIR GAME
Paul Depodesta, CSO of Cleveland Browns,
engaged the audience with an overview that there’s a certain way that things
work. Whether baseball, black jack, or
other situations in life, there’s always that ‘rule of thumb’ that we are
taught to follow. However, sometimes the
‘rule’ doesn’t always work. It’s all
about the process. Paul described a process/outcome quad:
Good process/ Good outcome =
Good process/ Bad outcome
= just unlucky
Good outcome = get lucky once, but then rely on that luck to be successful
Bad outcome = recipe for failure
win with a lack of resources?
Putting together a championship team is like cooking a
gourmet meal – you need the right ingredients. We’re always asking the naive questions- why is the market
down, why is this player struggling? We need a reason, but there not always is
a reason, so we try to explain by creating our own cause and relationships.
Oakland A’s in Moneyball, sometimes we need to throw out the old metrics, that
‘rule of thumb’ and start new. Key
takeaways he learned from testing these new metrics were:
affordable talent to replace high priced starts
comparisons of scouting baseball players to testing programs. Emotions drive our decisions, and we tend to
look for data to support and confirm these decisions, while dismissing any data
that contradicts what we believe.
with these 3 points:
relentless in asking the naive question
in the game of
uncertainty, how can we beat the house? Learn by previous failures to better
FROM THE 2016 ELECTION
The late morning keynote was actually broken
into 3 parts. Robin Garfield of CNN
spoke first, and then we heard Dr. John Lapinski from NBC News, followed by a
Q&A with our 2 speakers.
Create good paying jobs
Make healthcare more affordable
Represents ‘more of the same’
who will ‘change the government’, and that they were ‘done with the Clintons
Trump and Clinton were viewed negatively.
news (with over 3 million total P2+ aggregate audience), but more people came
out to vote in 2016 than ever before.
2000 ‘ 105.4
million total turnout (54.2% of eligible population that voted)
2004 ‘ 122.3 million
2008 ‘ 131.3
2012 ‘ 129,1
2016 ‘ 136.6
demonstrated how close the election really was.
(65.8 million for Clinton compared to 63.0 million for Trump), the red/blue map
showed that the majority of Clinton’s popular vote came from New York and
California. And the 2016 Electoral
College hinged on a handful of states, with Trump taking Florida and the Rust
Belt states (Iowa, Michigan, Ohio, Pennsylvania and Wisconsin).
Measurement, moderated this panel which included:
Jed Meyer (Univision), Jonathan Steuer (Omnicom),
Carol Hinnant (comScore), Steven Schmitt
(TiVo) and Kelly Abcarian (Nielsen).
network, agency, and measurement side. They
addressed the integrity of data and optimizing tools for better plans. They talked about how there’s a constant
struggle trying to bring all measurement across all platforms together.
own their own data, and that changes the dynamic of the industry.
weighted viewable impressions across all platforms, and the measurement
companies just aren’t there yet. The
question remains ‘ how do we get there?
afternoon Audience Insights breakouts were:
TV AUDIENCES ON TWITTER ‘ Meghann Elrhoul, Twitter
ILLUMINATING THE CONTENT PREFERENCES OF MULTICULTURAL AUDIENCE ‘ Thomas
in Media breakouts were:
DATA TO UNCOVER THE WHITE SPACE ‘ Rob McLoughlin, POPSUGAR
CROSS-PLATFORM ADVERTISING IMPACT IN LATIN AMERICA
ESPN’s David Hobbie gave us insight to David’s study focused on an advertising
campaign during this past year’s Olympics in Rio, and the impact and brand lift
experienced on ESPN Latin America.
Pepe of Viacom give us an in depth look at kids’ data and… The
Story of Me.
diverse kids ever. They make up 15.4% of the US population, and are extremely
Theresa showed us a breakdown of these kids
Me in a nutshell.
first Black president
- Marriage equality
- Great recession
- On demand
- Social Media
- Device overload
- Gender neutrality
celebrities. While 78% of girls look up
to mom, on 58% of boys look up to dad.
26% said the look up to a grandparent, while the rest of their role
models included YouTube/Vine stars (19%), teacher (18%), brother (17%), sister
(15%), aunt/uncle/cousin (13%), actor/actress (10%), athlete (10%).
hours of the day they are in school, while the rest of their day entails
sleeping (8.7 hours), eating/traveling (1.7 hours), organized sports/activities
(.9 hours), doing homework (.8 hours), and 6.4 hours going towards leisure (26%
of their day.)
(43%), play video games (33%), and play outside (18%).
co-chairs and the advisory panel giving their feedback of the sessions,
discussing plans for next year’s conference, and taking questions from the