Sports Use Case

Warriors Vs. Lakers

In this use case, YouGov Signal has used our platform to track the performance of the two sports teams, the Golden State Warriors and the LA Lakers. The aim was to see how these sports teams performed against competitors and how they can better refine the audience exposed to their teams. YouGov Signal is also able to provide sentiment and geographic-specific data to gauge the anticipation of specific events that occurred throughout the year, and to discover where their largest fan bases actually are.  

Digital Pulse

How did the two teams perform over time, across geographies, and when?
Tracking the teams' online performance and the digital interaction in various locations, comparing their global appetite score to the score from each individual geography are all ways to take a pulse. We use a combination of text and semantics analysis across aggregated Search, twitter, YouTube, Facebook, Wiki, news and survey data to achieve this.

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Sentiment

Who is following the two sports teams, and how do they feel about the team and the players?

Using neural network transference machine learning to deep dive into text, topic and emotional analysis, YouGov Signal is able to help these sports teams identify the key emotions, drivers and responses around every game, the players and various ad campaigns. Using custom topic analysis we can understand specific keywords used by audiences, track responses according to pre-specified topics and sort by the range of emotions expressed.

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Performance

Context is key, so sector specific digital comparisons can help make sense of audience behavior. In this case, benchmarking The Golden State Warriors and the LA Lakers' performance (not just by tracking their wins) is done by comparing their Indexed-Search volume and Wikipedia volume to that of their competitors as well as historically against similar sports teams. In this data set, you will see the LA Lakers compared to The Golden State Warriors, The Cleveland Cavaliers and the New York Knicks.

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Savey analysts can easily add seasons and playoff annotations to facilitate easy comparisons of historical performance in different seasons.

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