2024 State of Marketing Report – by HubspotMarius Sescu
https://www.hubspot.com/state-of-marketing
· Scaling relationships and proving ROI
· Social media is the place for search, sales, and service
· Authentic influencer partnerships fuel brand growth
· The strongest connections happen via call, click, chat, and camera.
· Time saved with AI leads to more creative work
· Seeking: A single source of truth
· TLDR; Get on social, try AI, and align your systems.
· More human marketing, powered by robots
ChatGPT is a revolutionary addition to the world since its introduction in 2022. A big shift in the sector of information gathering and processing happened because of this chatbot. What is the story of ChatGPT? How is the bot responding to prompts and generating contents? Swipe through these slides prepared by Expeed Software, a web development company regarding the development and technical intricacies of ChatGPT!
Product Design Trends in 2024 | Teenage EngineeringsPixeldarts
The realm of product design is a constantly changing environment where technology and style intersect. Every year introduces fresh challenges and exciting trends that mold the future of this captivating art form. In this piece, we delve into the significant trends set to influence the look and functionality of product design in the year 2024.
How Race, Age and Gender Shape Attitudes Towards Mental HealthThinkNow
Mental health has been in the news quite a bit lately. Dozens of U.S. states are currently suing Meta for contributing to the youth mental health crisis by inserting addictive features into their products, while the U.S. Surgeon General is touring the nation to bring awareness to the growing epidemic of loneliness and isolation. The country has endured periods of low national morale, such as in the 1970s when high inflation and the energy crisis worsened public sentiment following the Vietnam War. The current mood, however, feels different. Gallup recently reported that national mental health is at an all-time low, with few bright spots to lift spirits.
To better understand how Americans are feeling and their attitudes towards mental health in general, ThinkNow conducted a nationally representative quantitative survey of 1,500 respondents and found some interesting differences among ethnic, age and gender groups.
Technology
For example, 52% agree that technology and social media have a negative impact on mental health, but when broken out by race, 61% of Whites felt technology had a negative effect, and only 48% of Hispanics thought it did.
While technology has helped us keep in touch with friends and family in faraway places, it appears to have degraded our ability to connect in person. Staying connected online is a double-edged sword since the same news feed that brings us pictures of the grandkids and fluffy kittens also feeds us news about the wars in Israel and Ukraine, the dysfunction in Washington, the latest mass shooting and the climate crisis.
Hispanics may have a built-in defense against the isolation technology breeds, owing to their large, multigenerational households, strong social support systems, and tendency to use social media to stay connected with relatives abroad.
Age and Gender
When asked how individuals rate their mental health, men rate it higher than women by 11 percentage points, and Baby Boomers rank it highest at 83%, saying it’s good or excellent vs. 57% of Gen Z saying the same.
Gen Z spends the most amount of time on social media, so the notion that social media negatively affects mental health appears to be correlated. Unfortunately, Gen Z is also the generation that’s least comfortable discussing mental health concerns with healthcare professionals. Only 40% of them state they’re comfortable discussing their issues with a professional compared to 60% of Millennials and 65% of Boomers.
Race Affects Attitudes
As seen in previous research conducted by ThinkNow, Asian Americans lag other groups when it comes to awareness of mental health issues. Twenty-four percent of Asian Americans believe that having a mental health issue is a sign of weakness compared to the 16% average for all groups. Asians are also considerably less likely to be aware of mental health services in their communities (42% vs. 55%) and most likely to seek out information on social media (51% vs. 35%).
AI Trends in Creative Operations 2024 by Artwork Flow.pdfmarketingartwork
This article is all about what AI trends will emerge in the field of creative operations in 2024. All the marketers and brand builders should be aware of these trends for their further use and save themselves some time!
A report by thenetworkone and Kurio.
The contributing experts and agencies are (in an alphabetical order): Sylwia Rytel, Social Media Supervisor, 180heartbeats + JUNG v MATT (PL), Sharlene Jenner, Vice President - Director of Engagement Strategy, Abelson Taylor (USA), Alex Casanovas, Digital Director, Atrevia (ES), Dora Beilin, Senior Social Strategist, Barrett Hoffher (USA), Min Seo, Campaign Director, Brand New Agency (KR), Deshé M. Gully, Associate Strategist, Day One Agency (USA), Francesca Trevisan, Strategist, Different (IT), Trevor Crossman, CX and Digital Transformation Director; Olivia Hussey, Strategic Planner; Simi Srinarula, Social Media Manager, The Hallway (AUS), James Hebbert, Managing Director, Hylink (CN / UK), Mundy Álvarez, Planning Director; Pedro Rojas, Social Media Manager; Pancho González, CCO, Inbrax (CH), Oana Oprea, Head of Digital Planning, Jam Session Agency (RO), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Shantesh S Row, Creative Director, Liwa (UAE), Rajesh Mehta, Chief Strategy Officer; Dhruv Gaur, Digital Planning Lead; Leonie Mergulhao, Account Supervisor - Social Media & PR, Medulla (IN), Aurelija Plioplytė, Head of Digital & Social, Not Perfect (LI), Daiana Khaidargaliyeva, Account Manager, Osaka Labs (UK / USA), Stefanie Söhnchen, Vice President Digital, PIABO Communications (DE), Elisabeth Winiartati, Managing Consultant, Head of Global Integrated Communications; Lydia Aprina, Account Manager, Integrated Marketing and Communications; Nita Prabowo, Account Manager, Integrated Marketing and Communications; Okhi, Web Developer, PNTR Group (ID), Kei Obusan, Insights Director; Daffi Ranandi, Insights Manager, Radarr (SG), Gautam Reghunath, Co-founder & CEO, Talented (IN), Donagh Humphreys, Head of Social and Digital Innovation, THINKHOUSE (IRE), Sarah Yim, Strategy Director, Zulu Alpha Kilo (CA).
Trends In Paid Search: Navigating The Digital Landscape In 2024Search Engine Journal
The search marketing landscape is evolving rapidly with new technologies, and professionals, like you, rely on innovative paid search strategies to meet changing demands.
It’s important that you’re ready to implement new strategies in 2024.
Check this out and learn the top trends in paid search advertising that are expected to gain traction, so you can drive higher ROI more efficiently in 2024.
You’ll learn:
- The latest trends in AI and automation, and what this means for an evolving paid search ecosystem.
- New developments in privacy and data regulation.
- Emerging ad formats that are expected to make an impact next year.
Watch Sreekant Lanka from iQuanti and Irina Klein from OneMain Financial as they dive into the future of paid search and explore the trends, strategies, and technologies that will shape the search marketing landscape.
If you’re looking to assess your paid search strategy and design an industry-aligned plan for 2024, then this webinar is for you.
5 Public speaking tips from TED - Visualized summarySpeakerHub
From their humble beginnings in 1984, TED has grown into the world’s most powerful amplifier for speakers and thought-leaders to share their ideas. They have over 2,400 filmed talks (not including the 30,000+ TEDx videos) freely available online, and have hosted over 17,500 events around the world.
With over one billion views in a year, it’s no wonder that so many speakers are looking to TED for ideas on how to share their message more effectively.
The article “5 Public-Speaking Tips TED Gives Its Speakers”, by Carmine Gallo for Forbes, gives speakers five practical ways to connect with their audience, and effectively share their ideas on stage.
Whether you are gearing up to get on a TED stage yourself, or just want to master the skills that so many of their speakers possess, these tips and quotes from Chris Anderson, the TED Talks Curator, will encourage you to make the most impactful impression on your audience.
See the full article and more summaries like this on SpeakerHub here: https://speakerhub.com/blog/5-presentation-tips-ted-gives-its-speakers
See the original article on Forbes here:
http://www.forbes.com/forbes/welcome/?toURL=http://www.forbes.com/sites/carminegallo/2016/05/06/5-public-speaking-tips-ted-gives-its-speakers/&refURL=&referrer=#5c07a8221d9b
ChatGPT and the Future of Work - Clark Boyd Clark Boyd
Everyone is in agreement that ChatGPT (and other generative AI tools) will shape the future of work. Yet there is little consensus on exactly how, when, and to what extent this technology will change our world.
Businesses that extract maximum value from ChatGPT will use it as a collaborative tool for everything from brainstorming to technical maintenance.
For individuals, now is the time to pinpoint the skills the future professional will need to thrive in the AI age.
Check out this presentation to understand what ChatGPT is, how it will shape the future of work, and how you can prepare to take advantage.
A brief introduction to DataScience with explaining of the concepts, algorithms, machine learning, supervised and unsupervised learning, clustering, statistics, data preprocessing, real-world applications etc.
It's part of a Data Science Corner Campaign where I will be discussing the fundamentals of DataScience, AIML, Statistics etc.
Time Management & Productivity - Best PracticesVit Horky
Here's my presentation on by proven best practices how to manage your work time effectively and how to improve your productivity. It includes practical tips and how to use tools such as Slack, Google Apps, Hubspot, Google Calendar, Gmail and others.
The six step guide to practical project managementMindGenius
The six step guide to practical project management
If you think managing projects is too difficult, think again.
We’ve stripped back project management processes to the
basics – to make it quicker and easier, without sacrificing
the vital ingredients for success.
“If you’re looking for some real-world guidance, then The Six Step Guide to Practical Project Management will help.”
Dr Andrew Makar, Tactical Project Management
2024 State of Marketing Report – by HubspotMarius Sescu
https://www.hubspot.com/state-of-marketing
· Scaling relationships and proving ROI
· Social media is the place for search, sales, and service
· Authentic influencer partnerships fuel brand growth
· The strongest connections happen via call, click, chat, and camera.
· Time saved with AI leads to more creative work
· Seeking: A single source of truth
· TLDR; Get on social, try AI, and align your systems.
· More human marketing, powered by robots
ChatGPT is a revolutionary addition to the world since its introduction in 2022. A big shift in the sector of information gathering and processing happened because of this chatbot. What is the story of ChatGPT? How is the bot responding to prompts and generating contents? Swipe through these slides prepared by Expeed Software, a web development company regarding the development and technical intricacies of ChatGPT!
Product Design Trends in 2024 | Teenage EngineeringsPixeldarts
The realm of product design is a constantly changing environment where technology and style intersect. Every year introduces fresh challenges and exciting trends that mold the future of this captivating art form. In this piece, we delve into the significant trends set to influence the look and functionality of product design in the year 2024.
How Race, Age and Gender Shape Attitudes Towards Mental HealthThinkNow
Mental health has been in the news quite a bit lately. Dozens of U.S. states are currently suing Meta for contributing to the youth mental health crisis by inserting addictive features into their products, while the U.S. Surgeon General is touring the nation to bring awareness to the growing epidemic of loneliness and isolation. The country has endured periods of low national morale, such as in the 1970s when high inflation and the energy crisis worsened public sentiment following the Vietnam War. The current mood, however, feels different. Gallup recently reported that national mental health is at an all-time low, with few bright spots to lift spirits.
To better understand how Americans are feeling and their attitudes towards mental health in general, ThinkNow conducted a nationally representative quantitative survey of 1,500 respondents and found some interesting differences among ethnic, age and gender groups.
Technology
For example, 52% agree that technology and social media have a negative impact on mental health, but when broken out by race, 61% of Whites felt technology had a negative effect, and only 48% of Hispanics thought it did.
While technology has helped us keep in touch with friends and family in faraway places, it appears to have degraded our ability to connect in person. Staying connected online is a double-edged sword since the same news feed that brings us pictures of the grandkids and fluffy kittens also feeds us news about the wars in Israel and Ukraine, the dysfunction in Washington, the latest mass shooting and the climate crisis.
Hispanics may have a built-in defense against the isolation technology breeds, owing to their large, multigenerational households, strong social support systems, and tendency to use social media to stay connected with relatives abroad.
Age and Gender
When asked how individuals rate their mental health, men rate it higher than women by 11 percentage points, and Baby Boomers rank it highest at 83%, saying it’s good or excellent vs. 57% of Gen Z saying the same.
Gen Z spends the most amount of time on social media, so the notion that social media negatively affects mental health appears to be correlated. Unfortunately, Gen Z is also the generation that’s least comfortable discussing mental health concerns with healthcare professionals. Only 40% of them state they’re comfortable discussing their issues with a professional compared to 60% of Millennials and 65% of Boomers.
Race Affects Attitudes
As seen in previous research conducted by ThinkNow, Asian Americans lag other groups when it comes to awareness of mental health issues. Twenty-four percent of Asian Americans believe that having a mental health issue is a sign of weakness compared to the 16% average for all groups. Asians are also considerably less likely to be aware of mental health services in their communities (42% vs. 55%) and most likely to seek out information on social media (51% vs. 35%).
AI Trends in Creative Operations 2024 by Artwork Flow.pdfmarketingartwork
This article is all about what AI trends will emerge in the field of creative operations in 2024. All the marketers and brand builders should be aware of these trends for their further use and save themselves some time!
A report by thenetworkone and Kurio.
The contributing experts and agencies are (in an alphabetical order): Sylwia Rytel, Social Media Supervisor, 180heartbeats + JUNG v MATT (PL), Sharlene Jenner, Vice President - Director of Engagement Strategy, Abelson Taylor (USA), Alex Casanovas, Digital Director, Atrevia (ES), Dora Beilin, Senior Social Strategist, Barrett Hoffher (USA), Min Seo, Campaign Director, Brand New Agency (KR), Deshé M. Gully, Associate Strategist, Day One Agency (USA), Francesca Trevisan, Strategist, Different (IT), Trevor Crossman, CX and Digital Transformation Director; Olivia Hussey, Strategic Planner; Simi Srinarula, Social Media Manager, The Hallway (AUS), James Hebbert, Managing Director, Hylink (CN / UK), Mundy Álvarez, Planning Director; Pedro Rojas, Social Media Manager; Pancho González, CCO, Inbrax (CH), Oana Oprea, Head of Digital Planning, Jam Session Agency (RO), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Shantesh S Row, Creative Director, Liwa (UAE), Rajesh Mehta, Chief Strategy Officer; Dhruv Gaur, Digital Planning Lead; Leonie Mergulhao, Account Supervisor - Social Media & PR, Medulla (IN), Aurelija Plioplytė, Head of Digital & Social, Not Perfect (LI), Daiana Khaidargaliyeva, Account Manager, Osaka Labs (UK / USA), Stefanie Söhnchen, Vice President Digital, PIABO Communications (DE), Elisabeth Winiartati, Managing Consultant, Head of Global Integrated Communications; Lydia Aprina, Account Manager, Integrated Marketing and Communications; Nita Prabowo, Account Manager, Integrated Marketing and Communications; Okhi, Web Developer, PNTR Group (ID), Kei Obusan, Insights Director; Daffi Ranandi, Insights Manager, Radarr (SG), Gautam Reghunath, Co-founder & CEO, Talented (IN), Donagh Humphreys, Head of Social and Digital Innovation, THINKHOUSE (IRE), Sarah Yim, Strategy Director, Zulu Alpha Kilo (CA).
Trends In Paid Search: Navigating The Digital Landscape In 2024Search Engine Journal
The search marketing landscape is evolving rapidly with new technologies, and professionals, like you, rely on innovative paid search strategies to meet changing demands.
It’s important that you’re ready to implement new strategies in 2024.
Check this out and learn the top trends in paid search advertising that are expected to gain traction, so you can drive higher ROI more efficiently in 2024.
You’ll learn:
- The latest trends in AI and automation, and what this means for an evolving paid search ecosystem.
- New developments in privacy and data regulation.
- Emerging ad formats that are expected to make an impact next year.
Watch Sreekant Lanka from iQuanti and Irina Klein from OneMain Financial as they dive into the future of paid search and explore the trends, strategies, and technologies that will shape the search marketing landscape.
If you’re looking to assess your paid search strategy and design an industry-aligned plan for 2024, then this webinar is for you.
5 Public speaking tips from TED - Visualized summarySpeakerHub
From their humble beginnings in 1984, TED has grown into the world’s most powerful amplifier for speakers and thought-leaders to share their ideas. They have over 2,400 filmed talks (not including the 30,000+ TEDx videos) freely available online, and have hosted over 17,500 events around the world.
With over one billion views in a year, it’s no wonder that so many speakers are looking to TED for ideas on how to share their message more effectively.
The article “5 Public-Speaking Tips TED Gives Its Speakers”, by Carmine Gallo for Forbes, gives speakers five practical ways to connect with their audience, and effectively share their ideas on stage.
Whether you are gearing up to get on a TED stage yourself, or just want to master the skills that so many of their speakers possess, these tips and quotes from Chris Anderson, the TED Talks Curator, will encourage you to make the most impactful impression on your audience.
See the full article and more summaries like this on SpeakerHub here: https://speakerhub.com/blog/5-presentation-tips-ted-gives-its-speakers
See the original article on Forbes here:
http://www.forbes.com/forbes/welcome/?toURL=http://www.forbes.com/sites/carminegallo/2016/05/06/5-public-speaking-tips-ted-gives-its-speakers/&refURL=&referrer=#5c07a8221d9b
ChatGPT and the Future of Work - Clark Boyd Clark Boyd
Everyone is in agreement that ChatGPT (and other generative AI tools) will shape the future of work. Yet there is little consensus on exactly how, when, and to what extent this technology will change our world.
Businesses that extract maximum value from ChatGPT will use it as a collaborative tool for everything from brainstorming to technical maintenance.
For individuals, now is the time to pinpoint the skills the future professional will need to thrive in the AI age.
Check out this presentation to understand what ChatGPT is, how it will shape the future of work, and how you can prepare to take advantage.
A brief introduction to DataScience with explaining of the concepts, algorithms, machine learning, supervised and unsupervised learning, clustering, statistics, data preprocessing, real-world applications etc.
It's part of a Data Science Corner Campaign where I will be discussing the fundamentals of DataScience, AIML, Statistics etc.
Time Management & Productivity - Best PracticesVit Horky
Here's my presentation on by proven best practices how to manage your work time effectively and how to improve your productivity. It includes practical tips and how to use tools such as Slack, Google Apps, Hubspot, Google Calendar, Gmail and others.
The six step guide to practical project managementMindGenius
The six step guide to practical project management
If you think managing projects is too difficult, think again.
We’ve stripped back project management processes to the
basics – to make it quicker and easier, without sacrificing
the vital ingredients for success.
“If you’re looking for some real-world guidance, then The Six Step Guide to Practical Project Management will help.”
Dr Andrew Makar, Tactical Project Management
3. MoneyBall로 시작된 변화의 바람
자본주의로 점철되는 미국 프로 스포츠 시장
MLB는 NBA(농구), NFL(미식축구), NHL(아이스하키)과 더불어 미국 4대 프로스포츠
MLB(Major League Baseball)은 야구 관련 수입으로 103억 달러 돌파(11조 5200억원, 2018년
기준)
매년 성장하는 시장이기 때문에 구단의 투자가 활성화 되어 있고 선수 영입 경쟁이 치열함
01
8. MoneyBall로 시작된 변화의 바람
5 tool player
= 파워, 스피드, 타격 정확도, 수비, 송구에서 모두 뛰어난 능력을 보이는 선수
물론, 5 tool player는 흔하지 않으며, 선수들의 가치는 특정 능력이 엄청나게 뛰어나거나
다양한 tool을 갖출수록 높아진다.
결국, 이들에 대한 영입 경쟁은 자금력으로 결정되는 경우가 대부분.
MoneyBall은 이러한 환경에서 최소한의 비용으로 극대화된 가치를 얻기 위한 새로운 시도
01
9. 선수 평가 지표의 변화
누가 더 훌륭한 선수인가?
선수 A
타율 : 0.310 출루율 : 0.335 장타율 : 0.420 홈런 : 20 타점 : 80 도루 : 23
선수 B
타율 : 0.275 출루율 : 0.380 장타율 : 0.420 홈런 : 10 타점 : 70 도루 : 12
02
10. 선수 평가 지표의 변화
누가 더 훌륭한 선수인가? - 기존 관점
선수 A
타율 : 0.310 출루율 : 0.335 장타율 : 0.420 홈런 : 20 타점 : 80 도루 : 23
선수 B
타율 : 0.275 출루율 : 0.380 장타율 : 0.420 홈런 : 10 타점 : 70 도루 : 12
02
11. 선수 평가 지표의 변화
누가 더 훌륭한 선수인가? – 새로운 관점
선수 A
타율 : 0.310 출루율 : 0.335 장타율 : 0.420 홈런 : 20 타점 : 80 도루 : 23
선수 B
타율 : 0.275 출루율 : 0.380 장타율 : 0.420 홈런 : 10 타점 : 70 도루 : 12
02
12. 선수 평가 지표의 변화
선수들을 평가하기 위한 지표로 Classic Stat이 사용되었지만,
선수에 대한 보다 면밀하고 정확한 평가를 위해 세이버 매트릭스가 도입되기 시작함
☞ classic stat으로 인해 가려질 수 있는 선수의 가치를 객관화된 시선으로 보기 위함
타율 대신 출루율과 장타율의 조합인 OPS를 통해 타자의 생산성을 가늠하고,
방어율 대신 BABIP과 조정 방어율을 통해 그 투수의 객관화된 성적을 보는 시도가 시작됨
02
13. 선수 평가 지표의 변화
선수를 보는 새로운 기준, WAR(Wins Above Replacement)
- 선수가 팀 승리에 얼마나 크게 기여했는가를 보여주는 지표
- 대체 선수에 비해 몇 승을 더 기여했는가를 확인할 수 있는 기준
02
WAR Scale
WAR War Description
0 ~ 1 Scrub (대체 수준의 선수)
1 ~ 2 Role Player (플래툰급 선수, 벤치 멤버)
2 ~ 3 Solid Player (주전급 선수)
3 ~ 4 Good Player(주전급에서도 입지가 탄탄한 선수)
4 ~ 5 All Star (올스타급 플레이어)
5 ~ 6 Super Star (전국구 스타 플레이어)
6+ MVP (리그 MVP급 플레이어)
출처: https://www.fangraphs.com/library/misc/war/
14. 선수 평가 지표의 변화
WAR 로 살펴보는 추신수
02
출처: https://www.baseball-
15. 선수 평가 지표의 변화
WAR 로 살펴보는 류현진
02
출처: https://www.baseball-
16. Data에 기반한 전술의 변화
경기 데이터 수집 방식의 변화 step 1
각 팀의 담당 인원이 수기 기록
(스트라이크/볼 여부, 안타/아웃/실책 여부, 플레이에 대한 간단한 상황 요약)
해당 작업에 수 많은 인원이 필요하며, 기록에 대한 누락 발생 가능
03
17. Data에 기반한 전술의 변화
경기 데이터 수집 방식의 변화 step 2
비디오 카메라를 이용한 영상 데이터 수집
(다양한 플레이에 대한 정확한 분석 및 리뷰가 가능해짐)
특정 팀의 성향과 선수에 대한 버릇, 습관 등을 파악하는데 많이 사용
03
18. Data에 기반한 전술의 변화
경기 데이터 수집 방식의 변화 step 3
전문화된 수집/분석 시스템이 적용됨
(인력으로 불가능했던 데이터 수집이 가능해짐)
다양한 상황에 대한 데이터가 수치화가 가능해지면서 상세한 분석이 가능해짐
03
19. Data에 기반한 전술의 변화
스탯 캐스트(statcast)
선수와 공의 움직임을 빠짐없이 추적하는 기술로서, 트랙맨(Trackman) 사의 군사용 레이더와
카이런히고(Chyronhego) 사의 광학 카메라가 혼합되어 제작됨
트랙맨 레이더는 경기장 안에서 움직이는 모든 공의 움직임을 추적하고,
카이런히고의 카메라는 야수와 주자의 움직임을 포착함
03
20. Data에 기반한 전술의 변화
03
http://www.thepointofpittsburgh.com/the-future-of-viewing-mlb-is-almost-
21. Data에 기반한 전술의 변화
03
https://phys.org/news/2015-04-deluge-mlb-statcast-analytics-
23. Data에 기반한 전술의 변화
03
https://www.cbssports.com/mlb/news/mlb-shifts-are-starting-to-get-more-and-more-excessive-so-
are-we-headed-to-a-bad-place-where-positions-dont-matter/
25. Data에 기반한 전술의 변화
기본적인 기록을 넘어 순간순간 발생하는 다양한 상황의 데이터까지 수집이 가능
특정 상황 상황마다 선수들은 상대 선수에 따라 다양한 수비 전략을 세움
(투수의 볼 배합, 수비 시프트 등)
상세화된 누적 데이터는 기존의 상식을 깨는 새로운 이론을 만드는 토대가 됨
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26. Data에 기반한 전술의 변화
Data 분석에 기반한 전술 변경 사례
MLB
- 수비 시프트
- 발사각도 이론
- 투구 회전 수를 통한 투수 평가
NBA
- 모리 볼
- NetRtg : 100번의 공격/수비 기회시 득실점 기대 마진(ex. 골든 스테이트의 스몰 라인업)
- 공격 리바운드 가담 시도 횟수 감소를 통한 기대 실점율 향상
- 기타 선수 효율성 지표에 따른 선수 라인업 변경
eFG% : 3점슛에 보정을 가한 슈팅 효율성 수치
PPP : Points Per Possession. 해당 플레이 기반 득점 기대치
PTS% : 해당 플레이 기반 득점 발생 기대치
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27. Data에 기반한 전술의 변화
발사 각도 이론(Launch Angle Theory)
- 타자가 공을 칠 때 타구가 출발하는 각도(발사 각도)에 따라 공을 더 멀리 보낼 수 있다는
이론을 말하며, 이는 곧 장타나 홈런의 비율을 늘릴 수 있다는 의미
- 이는 타구의 발사 각도와 타구 속도의 상관 관계를 분석하는 도중 발견되었으며,
이로 인해 MLB는 해가 지날수록 타자들의 타구 발사 각도가 조금씩 늘어가는 중
- 즉, 기존보다도 발사 각도를 높여야 장타가 더 많이 나올 수 있음을 많은 구단들이 통계로
확인했으며, 이를 통해 효과를 본 대표적인 선수들이 등장하자 이는 곧 유행이 되었다
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29. Data에 기반한 전술의 변화
모리볼(MoreyBall)
- 대릴 모리가 휴스턴에 단장으로 부임하면서(2007년) 휴스턴에 도입한 전술
- 골밑 슛과 3점슛에 집중하고 미드레인지 슛은 철저히 배제
- 즉, 골밑 슛은 골대와 거리가 가까워서 통계적으로 성공률이 높고,
3점 슛은 어중간한 거리의 2점슛보다 점수면에서 1.5배의 기대효과를 가진다는 점에서
효과적
- 또한 속공과 자유투로 인한 득점 역시 성공률이 높은 방식이라는 점을 들어 공격 시
이와 같은 상황을 자주 유도하도록 전략을 설정
- 이를 위해 해당 전략을 G리그에서 테스트하며, 전략에 걸맞는 선수를 모으기 시작함
이를 위해 해당 전략을 하부 리그
- 2012년 제임스 하든을 영입하고, 2013년에 G리그에서 전술의 성공을 경험하면서(승률
60%),
전략의 확신을 얻은 휴스턴은 그 이후부터 NBA리그에서도 승률을 높여감
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31. GM과 Agent의 역할 강화
GM(General Manager, 단장)은 팀을 이루는 선수들의 구성과 예산을 비롯하여 팀의 다양한
운영에 관여하는 front의 최고 위치
Oakland Athetics의 빌리 빈 단장의 성공 이후 GM의 역할과 권한이 강화되었고,
통계학과 데이터 분석에 밝은 젊은 스타 GM이 탄생하게 됨
현재 MLB의 GM은 젊고 통계학에 능한 경영학도 출신들이 많아지고 있는 추세
04
34. GM과 Agent의 역할 강화
빌리 빈과 테오 엡스타인은 세이버 매트릭스에 기반한 선수 구성에 능하며,
선수 트레이드시에도 이를 많이 활용하는 편
두 단장은 세이버 매트릭스를 “맹신”하는 수준까지는 아니지만 현재 MLB의 많은
프런트들이 데이터를 기반으로 팀 빌딩을 시도하는 데 있어 큰 역할을 수행함
(빌리 빈은 데이터 활용의 선구자, 테오 엡스타인은 이를 통한 구단의 성공)
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35. GM과 Agent의 역할 강화
Agent는 팀과 선수의 계약에 있어서 선수의 대리인으로서,
선수가 최선의 계약을 맺을 수 있도록 다양한 역할을 수행한다.
요즘의 Agent는 다양한 데이터 지표를 활용하여 선수의 숨겨진 가치를 조명하고,
이를 통해 구단과 더 큰 계약을 맺을 수 있게 노력한다.
스타 Agent의 경우 다수의 선수들을 고객으로 보유하고 있으며, 이와 같은 파워를 바탕으로
구단을 압박하는 경우도 있으며, 나아가 리그 전체에 영향력을 과시하는 경우도 존재한다.
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37. GM과 Agent의 역할 강화
Angel? Devil?
스캇 보라스는 보라스 코퍼레이션을 설립하여 다양한 선수들을 고객으로 보유
매년 MLB에서 영향력 있는 인물 상위권에 선정되는 유일한 에이전트이며,
타고난 협상력과 이를 뒷받침하는 자료 분석으로 유명
보라스 코퍼레이션에는 70~80여명의 수학자, 통계학자, NASA출신의 공학자,
스포츠 심리학자 등이 포함
이들이 분석해서 제작되는 보고서들은 구단과의 협상에서 우위를 점할 수 있게 만드는 무기
04
38. What’s the next?
선수별, 팀별 분석 방식과 지표는 갈수록 세분화 되어가는 추세
데이터 수집을 위한 방법론과 담당 인력도 어느 정도 정형화를 이루어가는 과정
각종 분석 이론과 데이터가 일반인들에게 공개되는 비중은 늘어가고 있음
데이터는 기하 급수적으로 증가하고 있지만 아직도 분석이 필요한 분야가 존재함
05
39. What’s the next?
아직 본격적인 분석이 시작되지 않은 영역
☞ 선수들의 부상과 회복
☞ 선수들의 심리 상태
☞ Team Chemistry (우리가 흔히 말하는 그 ‘케미’)
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