How ESPN measures its brand health
Geoffrey PrecourtWarc
ESPN, the global sports network, anchors every metric in a carefully articulated philosophy: "Brand health is not a survey or occasional focus groups. It's a living, breathing, improv interpretation of more than 15 instruments that combine to perpetually monitor the brand's 'tune'."
The orchestra of tools informing this perspective includes quantitative measures such as:
- ESPN Brand Tracker
- ESPN Sports Poll
- ESPN Sports Tracker
- ESPN Media Lab
- Digital Tracker
- Sports News Tracker
- Cross-platform measurement
- Social media metrics
The "philosophy" continues: "The job of the researcher or 'conductor' is deciding which instruments are...