“The way you get to the findings is just as important as the findings themselves”
David Coletti, VP Digital Media Research & Analytics, ESPN, shares how ESPN is gathering all existing metrics in the print, radio, TV and digital and finding ways to link them all together both as a way to understand audiences and as a way to understand Marketing effectiveness. They do that using three main elements:
- Users and Usage by platform: How people are behaving online?
- Cross media audiences – How all media cross relate?
- Ad performance – What are people exposed to?
David shows some of the tools they use at ESPN and the challenges that they went through when building a large campaign.
The powerful combination of content and analytics, working together, is what allows ESPN to serve fans the best sports experience possible while providing advertisers the highest caliber environment and audience.
David Coletti, VP Digital Media Research & Analytics, ESPN
David Coletti is ESPN’s Vice President, Digital Media Research & Analytics. He oversees the audience research efforts for ESPN’s digital properties, including ESPN.com, ESPN Mobile, WatchESPN and ESPN3.com. Coletti leads the company’s efforts in tracking and interpreting behavioral trends in the digital space on topics such as online video, mobile technology and social media. He is also charged with developing and evangelizing innovative digital audience metrics and measurement methods. To that end, Coletti serves on the research committees of several leading trade organizations, including the Online Publishers Association, Interactive Advertising Bureau and Media Rating Council, as well as serving on senior client advisory boards of both comScore and Nielsen Online.
Coletti’s insights on digital media measurement have appeared in such publications as the Wall Street Journal, New York Times, Hollywood Reporter, Sports Business Journal and Media Post.
Coletti joined ESPN in February 1998 and previous to his current role served as ESPN’s Senior Director, Multimedia Sales Research. Prior to ESPN, he worked for TeleRep as a Senior Research Analyst and as an Account Executive for WUTR-TV.