How ESPN maximizes marketing research on mobile
Ten years ago, while the rest of the media and marketing ecosystem waited for the mobile moment to arrive, ESPN jumped right in, launching ESPN Mobile, a branded cellphone service.
"The problem was that the population at large really didn't want ESPN to be their phone company," Artie Bulgrin, ESPN's SVP/Global Research and Analytics, told delegates at the Advertising Research Foundation's 2016 ARF West conference in Menlo Park, California.
But the failure of this initiative did have an upside: The learnings from the experience put the foundations in place for a...