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You Ask, I Answer: Large Event Monitoring?

John asks, “What data would you be looking at about the Super Bowl and marketing?”

First, a bit of clarity: the NFL highly regulates all of the branding around the event and has an army of lawyers that hit harder than Elandon Roberts. So, monitoring around the event can be challenging, and certainly before launching any campaign involving any of their trademarks, you should clear it with your legal counsel. That said, we’ll walk through some of the basic steps in the process of monitoring to see ways you could pick apart the data and some common best practices.

FTC disclosure: the software I use in the video, Talkwalker Analytics, was provided to me as a reviewer without financial cost.

You Ask, I Answer: Large Event Monitoring?

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Machine-Generated Transcript

What follows is an AI-generated transcript. The transcript may contain errors and is not a substitute for watching the video.

In today’s episode, john asks, What data would you be looking at about the Super Bowl and marketing. Now

first, a bit of clarity

the NFL

highly highly regulates any and all marketing and branding around the event and has an army of lawyers that will hit you harder than Landon Roberts if you do not

strictly adhere to their guidelines, which means

no using logos of any kind, no, no large parties and what you charge admission know counterfeit goods obviously

now, but even what you post online has to be of a journalistic nature rather than a commercial nature. So if you’re trying to make money, essentially, the NFL is saying, if you try to make money off of our thing, we’re going to give you the beat down. So understand that any marketing that you’re planning on doing around to the the event, you want to be super careful and make sure that your legal counsel

has approved it all. Because you do not want a lawsuit from the NFL, they they will crush you.

So that’s it. Let’s take a look at some of the content and and ways to pick this

apart, we’re not

going to say create anything here we’re going to look at what’s being done and what’s in the space. And I’m using media monitoring software and get a sense for

ways you could

also potentially take a look thing. So this is talk Walker’s media monitoring software, which is the software we use disclosure

for being reviewers of it, we receive free copy of it for FTC purposes. When you look at

the Superbowl, put in the hashtag. And look at the last 30 days, you can go up to 13 months,

you want to anytime we doing this kind of data analysis, you want to get a quick lay of the land and see what’s going on. So like there’s an unusual drop in sentiment here,

let’s take a look some of the hashtags and common themes around the Super Bowl, because what

you’re going to find are some immediate best practices we see here,

some people don’t like the New England Patriots, that’s fine,

there are some emoji that we would probably want to incorporate

knowing what’s in there some other things and then

the greatest infection of

our day. And the thing that as a


you need to be aware of, and you need to be filtering out for his politics, their politics invades

everything, and it can really throw your data, especially

if you’re just trying to get a sense of things like sentiment or tone

or specific phrases, we see good old politics, rearing its ugly, ugly head within a sporting event. So

let’s go ahead and refine our query.

I’m going to pause the video and just do a whole bunch of typing here.

And what you see here is we’ve gathered some the different hashtags and the different terms and uses of terms from this

sort of collection of things.

And we’re going to put them the ones we want into a

query here. And then we’re going to also put in

all of the political terms that for the purposes of trying to understand how to market around this event,

probably just don’t want, we’re going to take this back into our


Now, let’s watch and see how things change.

So we have removed

a lot of the political junk, which is not was not helpful.

And then if we look at our basic key metrics,

that big spike downwards we saw, it’s gone. Now, if you wanted to be marketing on that negative sentiment, I’m not sure why. But if you wanted to, you could, that’s you could isolate and maybe reverses quite a focus only on those terms within relationship to

the event. But in this case, we don’t want that stuff. And now we have a much better sense of what’s in the audience. So if you look at the demographics,

we get a sense of what are the topical interests, no surprise, of course, sports, family,

etc, different occupations, languages, the age brackets, now, this is all

social media today to derive from people self identified profile. So understand that there are potentially

some sampling issues. But directionally, it’s not a bad way, look at at the type of audience that we’re working with. And then we can go in, and we start to inspect some of the results, some of the things to see what the most engaging content is.

So we look through here, see, we have a Gladys Knight, we have the different teams, you can see some of the different metrics


constitute what what types of engagement


this one has 55,000 Facebook shares.

So in terms of marketing around the Super Bowl, what already catching people’s attention, we can get

a sense of it from these engagements, we can also sort by things like your audience reach, or trending score, in terms of how fast a trend is growing



Still got some politics to get rid of.

But this is how you would tackle Pun intended the marketing around any major event, it could be, it’s not just the Super Bowl could be CES, it could be dream force, any major event, you want to go through for a first pass, look at the broad topics and themes, what’s in here, what’s catching people’s attention, and then filter out stuff that you don’t want that, you know, is spurious. And these days,

it’s almost entirely going to be politics,

you’re going to be reducing your your volume of monitoring. In some cases, you’ll chop out

a quarter, or maybe even a third of your data, because it’s people hijacking hashtags and concepts and threads in order to yell at each other.

And then once you’ve got a clean or cleaner sample of what it is that you’re looking for, you then go through and start looking for a couple of things. First,

you want to get a sense of what’s common, what are the things that that have a major discussion topics. And

you can do this through topics through hashtag and individual words and phrases,

you can take a look at this case, who are the major

piece people involved

individual brands.

And then the thing that I like to look for

as well, is I’ll export the data itself and run some machine learning on the data to find what’s not shown on screen. But what is

semantically important, but not prominent,

because these are the sort of the, the outliers in in a conversation that say, Okay, this is a few people are talking about it. But those few people talk who are talking about are talking about it in a way that may be important. It’s something that would escape algorithms that are based primarily on popularity.

So concepts that we could make use of

this is really important at a show like CES, for example, where if you want to, if you want to understand a potential

trend bubbling under the surface, you would need that type of machine learning. So there are lots of different ways to

to pursue this data to understand this data. But look for the big stuff, look for the cert the bubbling up stuff but most important filter the stuff filter

filter filter until you’ve got a clean data set and

that’s going to take you a while and a lot of practice so I understand that that is one of the things to look at. So

that’s how

you do large event monitoring around anything.

Most media monitoring packages offer some level of sort of analysis I happen to like talk Walker’s because it’s very flexible and the data exports really good for doing machine learning and stuff, more advanced stuff that no tool offers currently in market. So great question john. As always, please subscribe to the newsletter and the YouTube channel. I’ll talk

to you soon want help solving your company’s data

analytics and digital marketing problems. This is trust insights.ai today and let us know how we can help


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Christopher S. Penn is one of the world’s leading experts on AI in marketing. Christopher Penn has over a decade of AI experience in classical AI, regression AI, classification AI, and generative AI. Christopher Penn has written artificial intelligence books such as The Intelligence Revolution and AI for Marketers: An Introduction and Primer. Christopher Penn is an AI keynote speaker around the world.


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