1. Leah Spalding, VP - Western Region, Dynamic Logic, Millward Brown's Digital Practice
Brian Doyle, Sr. Director Mobile Sales & Strategy Development, ESPN
Dan Hill, President, Sensory Logic & Author, "Emotionomics"
Session Leader: Jason Burnham, Partner & Social Engineer, Burnham Marketing
Applying Human Context to Data

2. NEUROGRAPHICS [neu-ro-graph-ics] plural:
The statistical characteristics of human cognition and their
relationship to common behavioral attributes that identify
the predictable drivers of decision making cause and effect.

3. The Force of Certainty:
Past Thinking
The Force of Probability:
Present Thinking
The Force of Possibility:
Future Thinking
Rational
Risk Adverse
Fears Change
Quality Driven
Seeks Truth
Skeptical
Prudent
Validates
Analytical
Selective
Practical
Realistic
Controlled
Process Driven
Seeks Order
Utilitarian
Methodical
Plans
Compares
Organized
Optimistic
Impulsive
Aspirational
Hope Driven
Individualistic
Spontaneous
Enthusiastic
Fickle
Chaotic
Proactive

4. DEMOGRAPHICS
PSYCHOGRAPHICS
BEHAVIORAL
ATTITUDINAL
RESPONSE
NEUROGRAPHICS
NEUROGRAPHICS
GEOGRAPHICS
ADDRESSABLE AUDIENCE

5. Introduction
Communication
Understanding
Perception
Motivation
Behavior
Satisfaction
Result
Learning
Express
Share
Favor
“How It Should Look”
“How It Should Be Said”
“What They Will Need ”
“How It Will Resonate”
“What It Will Take”
“How They Will React”
“Will It Fulfill Them”
“What It Will Be”
“What It Will Require”
“How They Do It”
“To What Extent”
“In Relation To”
ADDRESSABLE
PROSPECT
CUSTOMER
ADVOCATE

6. OBJECTIVE: Position .NET as the TLD for small business
AUDIENCE: Small Business Owners & Entrepreneurs
KEY MEASURES: Awareness, Familiarity, Favorability, Intent
METHODOLOGY: Control/exposed comparisons, 1700 respondents

7. PROBABILITY
PRESENT THINKING
POSSIBILITY
FUTURE THINKING
CERTAINTY
PAST THINKING
MindTime® is a registered trademark of MindTime Inc. ©
2009 MindTime Inc. Patent Pending.

9. SportsCenter
Is…
35 years in the making
…and still innovating
9

10. SportsCenter Is… An ESPN Driver
113 Million Fans
EveryWeek
Source: ESPN All Day, Every Day Fall 2012
10

11. 11
11
62 Million Fans
on Non-TV Media
55% of Fans Are Using Our Non-TV Platforms at Any Given Moment
Source: ESPN All Day, Every Day Fall 2012

12. 12
6PM SportsCenter
+ 3% increase among A18-49
Jan.‘12 vs. Jan. ‘13
SC Instant
Replay
The first-of-its-kind
73% over-delivery
on ESPN video ad
starts
Source: Nielsen Media Research, Live US Rtgs; Arbitron Nationwide, Fall 2012
SportsCenter Is… the Leader on Every Screen
SportsCenter Live
No. 2 watched program
on WatchESPN
Directly behind Notre Dame vs.
Alabama: 2013 Discover BCS
National Championship game
SportsCenter Live
No. 4 ranked ‘Sport’ on
WatchESPN via iPad
Behind football, basketball, tennis
SportsCenter Updates
Every 30 Minutes
.5 Million Weekly Reach, + 16% vs.
2010
Jan. ‘13
Jan. ‘13

13. Best Available Screen
Usage of TV, Internet and Mobile is place-based:
Users select the best available screen

14. 0
2,000
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2,000
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4,500
6am
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2am
3am
4am
5am
ESPN.com ESPN Mobile ScoreCenter WatchESPN ESPN Nets
October 2012
College Football
ESPN Media Assests
Net Users by Hour Saturday
Web/MobilePersons(000)
TVPersons(000)
Source: Nielsen NPOWER Reach (ESPN, ESPN2, ESPNEWS) for TV; Adobe/Omniture for Web/Mobile; Saturday, October 6th, 2012

15. 0
2,000
4,000
6,000
8,000
10,000
12,000
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
5,000
5,500
6,000
6,500
6am
7am
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9am
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11am
12pm
1pm
2pm
3pm
4pm
5pm
6pm
7pm
8pm
9pm
10pm
11pm
12am
1am
2am
3am
4am
5am
ESPN.com ESPN Mobile ScoreCenter WatchESPN ESPN Nets
October 2012
NFL
ESPN Media Assests
Net Users by Hour Sunday
Web/MobilePersons(000)
TVPersons(000)
Source: Nielsen NPOWER Reach (ESPN, ESPN2, ESPNEWS) for TV; Adobe/Omniture for Web/Mobile; Sunday, October 7th, 2012

16. Source: Adobe Omniture, 9/10/12 – 9/16/12; Index = Index of per hour page views relative the typical hourly traffic for that platform
• MORNING: Standings, Player Statistics, Game Recaps
• MIDDAY: Preview Pages, Schedule, Features/Stories
• LATE AFTERNOON: Game Previews, Fantasy
• EVENING: Gamecast, Boxscores, Scoreboard Mobile
MLB Traffic Flow

17. 17
Not Who Won but How They Won
Social Conversation
Context and Perspective
Live Pressers and Headlines
The Biggest Stories of the Day
What’s Now Is What’s On
The Day in Sports
Closing out the Night’s Events
Your Weekend Ticket
18 hours of live coverage
guides fans throughout the sports day
17

18. 1) What is currently the biggest problem with big data and
how it is being utilized for marketing and advertising?
2) How should we define the "human" element and how do
we incorporate this understanding of people into an
increasingly data-driven industry?
3) What is the social media's role in understanding human
behavior and where are agencies falling short?