BrandEmotivity Keynote speech at the Sports Analytics Innovation Summit, Boston, 2013. Winning in the HyperDigital Age - Equipment, Data, Storytelling. How to motivate Athletes and Engage Fans through data powered Storytelling.

1. Equipment. Data. Storytelling.
Sports Analytics Innovation
Winning in the HyperDigital Age
Sports Analytics Innovation Summit
Boston, 13 September 2013
Nuno Santos - BrandEmotivity

2. 2
"... You're always trying to write history,
or join history in my case....”
Serena Williams

3. 3
How can Technology and
Innovation help us do that?

4. The HyperDigital Age

5. 5
Time
Size
Price
Energy Consumption
Unit
Over the Last Few Years
Memory Capacity
Processing Power
Sensors Diversity
Batteries Efficiency

6. 6
6 to 1
by 2020
The internet of connected devices
2 to 1
in 2013
Source: Cisco, Connected World

7. 7
Nike Fuel Oakley Goggles 3 Bays Golf Analyser
Up - Jawbone Google Glass Babolat Play&Connect

8. Mobile is the hub
Oakley Airwave Nike+ FuelBand
8
Adidas miCoach

9. 9
Data
Data
Data
Data
Data
Data
BRAND
Permanent Context
(Social and Geographic)
Personal Advice
and Personalised
Communications
Innovative Products and
Services
HyperDigital Ecosystems

10. Connected Sports
Wining in the HyperDigital Age
10

11. Devices Value
Data
HyperDigital Ecosystems
11

12. Connected Devices
with sensors
generating data
Sensors
Innovation on Sensors and Devices
12

13. Multiple “in-equipment” Sensors
Sensors
Thermometer Gyroscope
...
Accelerometer
Galvanic Skin
Response
Hygrometer
13

14. In-Fabric Hygrometers
14

15. Vibration and Giro/Accel
15

16. Ski Gyro/Accels and RF Frequency
16

17. Connected Devices
with sensors
generating data
Sensor algorithms
combined with
Contextual data
Sensors
Data
Big Data gets even Bigger
17

18. Analysis needs to consider Bio and Context
Equipment
Sensors
Thermometer Gyroscope
...
Accelerometer
Galvanic Skin
Response
Hydrometer
Bio Info
Height Health
...
Other
Morphology
Muscle
Weight
Context
Pitch Venue
...
Opponent Tactics
Public
Analysis
18

19. Connected Devices
with sensors
generating data
Innovative Services and
Solutions for the
different Stakeholders
Contextual data
combined with
Sensor algorithms
Sensors Value
Data
Building Value
19

20. 20
Stakeholders
Teams
Clubs
More Fans
Profit
Broadcasters
Media
More Audiences
Profit
Ruling
Bodies
Fair Competition
More Athletes
Equipment /
Services
Sell Equipment
Profit

21. 21
Sports Equipment and Services

22. 22
Sports Teams

23. 23
Sports Leagues

24. 24
Sports Regulators

25. 25
Stakeholders
Teams
Clubs
More Fans
Profit
Broadcasters
Media
More Audiences
Profit
Ruling
Bodies
Fair Competition
More Athletes
Equipment
Manufacturers
Sell Equipment
Profit
Athletes
Accomplishment
Recognition

26. Pro
Amateurs
Professionals
Amateurs
Connected
Performance
Technical
26

27. 27
Data and Performance Innovation Lifecycle
Professionals Pro-Ams Amateurs Occasional
Data for Performance Improvement Data for CRM and Commerce Data for Operational Efficiency
Use the sensors
for better
understanding
of product use
conditions and
result.
Data can be
used to improve
sequent
versions.
Data is used to
rightfully
balance
production
optimisation,
functionality
and new
premium or
“personalised”
versions.
Systems
integration and
big-data are
key at the stage
of service of
the “majority”
of athletes.
Operational
efficiency or
exploration of
niche markets
can be powered
by sensors
data,
uncovering
opportunities
for niche
products or for
portfolio
optimisation

28. 28
Stakeholders
Teams
Clubs
More Fans
Profit
Broadcasters
Media
More Audiences
Profit
Ruling
Bodies
Fair Competition
More Athletes
Equipment
Manufacturers
Sell Equipment
Profit
Athletes
Accomplishment
Recognition
Fans
Stories
Idols

29. Pro
Amateurs
Professionals
Amateurs
Fans
Connected
Performance
Connected
Experiences
Technical Emotional
29

30. 30
Can Fans emotions influence performance?
Can we predict performance based on fans?

31. 31

32. 32
Transforming data into Insights
A universal truth that reveals
an unresolved tension
An insight is different from observable behaviour. It should explain the tension that provokes the
behaviour, rather than just describing it.
Asking the player is inefficient as they frequently alter their thinking frame according to
circumstances. Data is key to observe behaviours that can be mined to uncover the tensions that lead
to that behaviour.

33. 33
Player
Influencing Player Performance under friendly / hostile environment
Process
Feeling Thinking Doing
Motivations Framing Behaviour
Ambition to be famous
“Beat that guy”
I want to prove them
wrong.
Fear of failing
I need to risk on some
one-to-ones
I’ll let others risk, I’ll just
do my job
Attack the defender
Being conservative and
playing defensively -
“doing my job”

34. From Data to Storytelling
The Holy Grail
34

35. Pro
Amateurs
Professionals
Amateurs
Fans
Connected
Performance
Connected
Experiences
Technical Emotional
35

36. Congratulations,
On your last ride,
you covered a distance of 99 km.
Your average speed was 35 km/h and
average climb was 5.3%,
your heart rate was... bla bla...
36

37. 37

38. 38

39. Making sense of it all
HyperDigital Ecosystems
39

40. Storytelling
Storytelling brings
meaning to Technology
Connected Devices
with sensors
generating data
Innovative Services and
Solutions for the
different Stakeholders
Contextual data
combined with
algorithms
Sensors Services
Data
Data powered performance and experiences

41. Bio Info
Sports Innovation
Sensors
Analysis Decision Action Stories
Stories
Stories
Magic
Context
Innovative Technology Data Analytics Creative StorytellingAdditional Value

42. 42
Tell Stories

43. 43
Tell Stories
Revere Heroes

44. 44
Tell Stories
Revere Heroes
Create Legends

45. 45
Tell Stories
Revere Heroes
Create Legends
Compete with the Immortals

46. London • Paris • Singapore • Shanghai
Nuno Santos
Global Managing Partner
nuno.santos@brandemotivity.com
Thank you