How are Wimbledon using Big Data to their advantage?
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How are Wimbledon using Big Data to their advantage?

It’s that time of year: Wimbledon 2016 has started and this year they’re using Big Data to their advantage to deliver fans a better digital experience. But what are they doing?

IBM have been partnered with Wimbledon since 1990. Over the years we’ve seen an app, match analysis DVDs for players and live coverage from a digital channel. This year with the help of IBM Watson they are set to substantially surpass last year’s social media performance.

The bar is set high – Game, set, match!

Last year, 2015 saw 15 million tweets with 3 million on the last day and 23,000 per minute when Novak Djokovic defeated Federer.

2016 proposes 100,000 updates a day.

What can Watson do?

This year, IBM have combined Watson and hybrid cloud technologies; the Cognitive Command Centre will analyse vast amounts of social media and online posts with the ability to read over 400 tweets a second. Slightly faster than your average human…

Ultimately, Watson will identify emerging trends in the data. IBM will relay this information back to the All England Lawn Tennis Club (AELTC) to enable their communications team to make informed decisions, post relevant content and join critical conversations early. As a result, the information presented provides valuable insight and serves fans a better experience.

Despite the digital transformation, to ensure Wimbledon’s brand is consistent and in the correct tone no content will be automatically created.

The digital experience of Wimbledon

Organisers endeavour to deliver the Wimbledon experience to fans worldwide using digital as a “gateway to the brand.”’

Alongside the identification of emerging trends, the content is aligned across all channels and embedded into match reports. The Wimbledon app also allows for personalisation.

Alexandra Willis, Head of Communications, Content and Digital at the AELTC, reiterates the importance of all platforms to serve their audiences; although digital platforms account for around 30million viewers, TV viewers accumulate to 300million TV viewers.

In addition to all of this, around 3.2million data points are captured across the 19 courts and analysed in order to produce performance-related data such as live scores and serves. Users will be kept updated over the fortnight.

With this amount of data, could the overuse of statistics result in loss of interest?

A lack of Wi-Fi at the grounds could also interfere with the digital experience.

Over the fortnight, Watson’s ‘machine learning’ could develop the ability to determine who you support solely from monitoring your facial expressions. With this evolution of technology, are there any boundaries?

What do you think? Tweet us your thoughts @ColstonGroup

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