ScoreWithData by Servicing: Digvijay Singh, Karthik Srinivasan, Bhavna Neel and Gatlin Raberts Creative: Copy Writers - Yamini Nair, Vidhya Shirley Art - Vinod ALK and Sudhanshu Dhaibner
In today’s era, collecting data is in many ways, the easy part. Making sense of data in a business context seems like a harder task. Business leaders are still anxious about how Big Data can add actual business value, and refrain from investing in it.
While IBM continues its 100 year legacy and analytics expertise in India, Mint newspaper reports state that awareness of the possibilities of big data amongst business leaders is relatively limited. This comes as an impediment to IBM's sales team, while opening a conversation with prospects.
Is there a way IBM could infuse more life into data and analytics, so as to drive preference and consideration for IBM Analytics, by creating a sales enabling conversation starter?
IBM had to humanise Big Data and Analytics and make it relevant for their Indian audience – be it the CXOs of enterprises & start-ups or even the new buyers i.e. developers and the millennial segments.
To hit the right note, IBM analysed the three aspects of life any Indian connects themselves to: Films, Cricket and Religion. With films trending every week and religion being too sensitive a topic, cricket seemed like the best topic to utilize, with the 2015 ODI Cricket World Cup right around the corner. Cricket, as a game, has a rich history of analysis, given the amount of data it generates. And the game being treated on par with a religion in India, every Indian assumed that he/she was an expert in the game and its statistics.
So, IBM had the unique opportunity to analyse the most-analysed game in the country and present path-breaking insights out of it to outthink the average Indian cricket fan.
So what did IBM do?
Staying completely off conventional cricket-related social media content that treads on live scores updates, live commentary and trivia, IBM shared dramatically different data-led insights.
1. Moneyball moments in cricket for the first time – to find ‘effective’ players in the context of each match, in association with Wisden’s Impact Index.
2. Most talked about moments and trending sentiments using social media data on each match.
These were shared for every single match played during the 45 day tournament.
The insights were then amplified both socially and digitally.
Starting on Feb 13th 2015, IBM went full-throttle to market with the hero channel that drove all the conversations around the World Cup analysed by IBM Analytics - @ScoreWithData . This acted as a real-time newsroom whose content was further amplified through digital, social and TV. Right from the most socially sought after batsmen, cricketer or team at the world-cup to the much spoken about topics around cricket to the most hard-working brands during the World Cup – all of this make up only a small pie of the gamut of insights shown on the twitter channel. Social Data Accelerator, Cognitive computing, Social Sentiment Analysis, Cloudant and few others were some of the IBM Analytics and Cloud tools used for mining insights. This exercise continued till the March 28th – when the final World Cup match was played.
How was this done?
This infographic basically explains the process behind the insights delivered. It breaks it down in a step by step process and explains how insights were generated using IBM Analytics and Cloud tools. This infographic is currently being used as a conversation starter/enabler for the Sales guys when they meet prospective clients. It helps IBM's clients (even new buyers) to understand the back-end process involved in deriving the insights.