ESPN spots disconnect between big data and market research

This event report covers the potential problems that could emerge if marketers neglect cross-platform measurement because of their efforts to leverage big data.

ESPN spots disconnect between big data and market research

Stephen WhitesideWarc

Artie Bulgrin should have been celebrating.

Having spent almost two decades at ESPN, the organisation's svp/global research and analytics received the Board of Directors Lifetime Achievement Award at the Advertising Research Foundation's (ARF) Audience Measurement 2015 conference in New York – an honour recognising his "lifetime of industry leadership" and "substantial support to advancing cross-media measurement."

But rather than congratulating himself on a job well done, Bulgrin began a "Shifting the Paradigm: Cross-Platform Measurement" session at the same event by warning his colleagues about a damaging gap that...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands