1 00:00:00,000 --> 00:00:03,900 Today we're speaking with Paul ba Lu, the chief data and 2 00:00:03,900 --> 00:00:08,600 analytics officer of the NFL about the League's use of data, 3 00:00:08,800 --> 00:00:13,500 analytics, and AI to optimize gain performance. 4 00:00:13,700 --> 00:00:18,900 Ensure player, safety improve fan engagement and increase 5 00:00:18,900 --> 00:00:23,100 revenue streams. Our guest co-host is Q Harrison 6 00:00:23,100 --> 00:00:26,400 Terry, the head of growth marketing at the Mark Cuban 7 00:00:26,400 --> 00:00:29,900 companies at the center of the journey always is, can you? 8 00:00:30,000 --> 00:00:33,200 Up organizations, do two things connect with their customers and 9 00:00:33,200 --> 00:00:35,600 our case, our fans better and more intimately. 10 00:00:35,600 --> 00:00:38,700 And then, secondly, can you improve your operations? 11 00:00:38,700 --> 00:00:40,800 And in our case that involves improving the game? 12 00:00:40,800 --> 00:00:44,200 So as I look at the journey that I've been on, it's interesting 13 00:00:44,200 --> 00:00:46,700 that I've gotten to this point. I have a deep love for sports 14 00:00:46,700 --> 00:00:50,100 deep, love for the game. And now, we're at a point where 15 00:00:50,100 --> 00:00:53,500 Sports in particular is focused on using data and analytics, the 16 00:00:53,500 --> 00:00:57,100 science that comes from data and analytics to accomplish those 17 00:00:57,100 --> 00:00:59,300 two goals. So very similar to my journey 18 00:00:59,300 --> 00:01:02,700 and Automotive Of my journey and financial services and Retail 19 00:01:02,900 --> 00:01:04,599 over the last three-plus decades. 20 00:01:05,000 --> 00:01:06,900 Now I get to talk about football, they do something. 21 00:01:06,900 --> 00:01:10,700 So on top of worrying about the technical side of my job, I get 22 00:01:10,700 --> 00:01:13,300 to talk about football. So you think about two wonderful 23 00:01:13,300 --> 00:01:16,400 things going on my passion for data and analytics, my passion 24 00:01:16,400 --> 00:01:19,600 for sports, put the two of them together and my days are quite 25 00:01:19,600 --> 00:01:22,700 interesting and to be honest, a lot of fun, one of the things 26 00:01:22,700 --> 00:01:25,700 that is exciting about that. But also acknowledges where you 27 00:01:25,700 --> 00:01:31,100 bent is In both retail Banking and now even Sports on the 28 00:01:31,100 --> 00:01:33,100 football side. You still have to worry about 29 00:01:33,100 --> 00:01:37,600 the consumer and what ways has the consumer experience, part of 30 00:01:37,600 --> 00:01:41,800 your job changed in and what differs now compared to even the 31 00:01:41,800 --> 00:01:44,800 previous parts of your career. So if you go way back, when 32 00:01:44,800 --> 00:01:48,500 because as Michael knows, I've been at this a long time, we 33 00:01:48,500 --> 00:01:52,500 really struggle to understand who you were and therefore how 34 00:01:52,500 --> 00:01:54,400 to connect with you in ways that are meaningful. 35 00:01:54,400 --> 00:01:57,300 I always like to say, we want to engage with you meaningfully in 36 00:01:57,800 --> 00:02:01,000 Text that is the right conversation with you that you 37 00:02:01,000 --> 00:02:04,300 want to have with us. So decades ago we just struggle 38 00:02:04,300 --> 00:02:06,800 because we didn't have the capabilities to do that. 39 00:02:06,800 --> 00:02:10,400 So we resulted in very coarse things that we did, we surveyed 40 00:02:10,400 --> 00:02:13,400 you, we tested things. Coarsely, we'd send a lot of 41 00:02:13,400 --> 00:02:16,500 things into your mailbox, not, you know, mailbox by the way, 42 00:02:16,700 --> 00:02:21,300 your actual postal code mailbox. Well today our ability to see 43 00:02:21,300 --> 00:02:25,200 and know and engage with you is driven by the fact that we have 44 00:02:25,200 --> 00:02:27,400 the assets from a data standpoint from an analytic 45 00:02:27,400 --> 00:02:29,300 standpoint. Point in an engagement 46 00:02:29,300 --> 00:02:32,000 standpoint, think about marketing technology and all the 47 00:02:32,000 --> 00:02:35,500 changes in the last decade and what the league embraced is. 48 00:02:35,500 --> 00:02:38,900 The fact that we, despite the success of the NFL, with the 49 00:02:38,900 --> 00:02:43,100 world changing in terms of how content is being consumed and 50 00:02:43,100 --> 00:02:46,900 who owns that relationship, we have to get in front of that. 51 00:02:46,900 --> 00:02:50,700 We have to, with the respect in the privilege of our fans, know 52 00:02:50,700 --> 00:02:53,700 them and engage with them in the way they want to be engaged 53 00:02:53,700 --> 00:02:55,900 with. So our largest initiative at the 54 00:02:55,900 --> 00:02:57,600 league from a data and analytic standpoint. 55 00:02:57,700 --> 00:03:01,100 It is our one to one program. And so, very similar to what you 56 00:03:01,100 --> 00:03:04,300 see with retailers or an automotive or in financial 57 00:03:04,300 --> 00:03:06,400 services. We're now focused on doing the 58 00:03:06,400 --> 00:03:08,800 same thing in other sports leagues, are getting there as 59 00:03:08,800 --> 00:03:12,000 well, because if you're going to be successful, you have to 60 00:03:12,000 --> 00:03:14,700 connect and the way fans want to be connected. 61 00:03:14,700 --> 00:03:17,600 And by the way, under the age of 40, they want to be connected 62 00:03:17,600 --> 00:03:21,100 even more differently than just turning on the game every 63 00:03:21,100 --> 00:03:23,100 Sunday. So, that's a big part of the 64 00:03:23,100 --> 00:03:25,400 journey we're on. And what I like about it is it 65 00:03:25,400 --> 00:03:28,100 really shows the power and leverages the power Or what it 66 00:03:28,108 --> 00:03:33,300 data and analytics organization can do, what is the role then of 67 00:03:33,300 --> 00:03:39,600 data and analytics in getting closer to the fans and 68 00:03:39,600 --> 00:03:42,400 addressing. Those customer experience goals 69 00:03:42,400 --> 00:03:45,600 that you were just describing. Our role is a significant one 70 00:03:45,600 --> 00:03:48,500 because in partnership with marketing and partnership with 71 00:03:48,500 --> 00:03:52,800 our clubs or media organization, we're providing the ingredients 72 00:03:52,800 --> 00:03:55,400 to bake the right souffle as I would describe it. 73 00:03:55,900 --> 00:03:59,500 We're responsible for bringing Together of that complete view, 74 00:03:59,500 --> 00:04:02,200 we're actually the first sports League that has aligned with our 75 00:04:02,200 --> 00:04:06,100 clubs to bring all of our data to fan on fans together in a 76 00:04:06,100 --> 00:04:09,500 systematic way. And that's a big step for Forks 77 00:04:09,500 --> 00:04:12,600 because it unlocks our ability to understand tens of millions 78 00:04:12,600 --> 00:04:16,300 of fans systematically and increasingly pretty close to 79 00:04:16,300 --> 00:04:18,600 real time. And then in working with 80 00:04:18,600 --> 00:04:22,500 marketing and media and other channels, we are driving those 81 00:04:22,500 --> 00:04:26,200 insights into the relevant conversations to those 82 00:04:26,200 --> 00:04:28,300 individual pans. And then of course, Measuring 83 00:04:28,300 --> 00:04:32,000 and constantly learning through the feedback loops, that's 84 00:04:32,200 --> 00:04:35,100 extremely important. Because once again, connecting 85 00:04:35,100 --> 00:04:38,300 with fans in a way that makes a difference in their relationship 86 00:04:38,300 --> 00:04:41,000 with us is how you deepen that relationship with us. 87 00:04:41,000 --> 00:04:44,300 We don't take for granted that we are the biggest Sports league 88 00:04:44,800 --> 00:04:47,100 in the United States. And you could argue the biggest 89 00:04:47,100 --> 00:04:49,400 in the world. We understand that going 90 00:04:49,400 --> 00:04:51,400 forward. It's about deepening that 91 00:04:51,400 --> 00:04:53,600 relationship. That's what great companies and 92 00:04:53,600 --> 00:04:56,500 what great organizations do. And you can't do that. 93 00:04:56,500 --> 00:05:00,000 If you don't see a no No, you can talk about how much you love 94 00:05:00,000 --> 00:05:03,000 your customers, but if you can't see and know and then act upon 95 00:05:03,000 --> 00:05:06,400 that information is problematic, so we're focused on everything. 96 00:05:06,400 --> 00:05:09,500 On the data side, systematically all the way from acquisition to 97 00:05:09,500 --> 00:05:12,800 governance usage, everything on the technology side, and then, 98 00:05:12,800 --> 00:05:16,100 of course, the analytics and the insights that get driven through 99 00:05:16,100 --> 00:05:18,600 that ecosystem. So, we're engaging in a way that 100 00:05:18,600 --> 00:05:22,100 makes a difference and it's to the credit of the commissioner 101 00:05:22,100 --> 00:05:25,100 and the credit of our owners they've embraced this because 102 00:05:25,100 --> 00:05:28,200 they understand that the future has more of a direct Consumer 103 00:05:28,200 --> 00:05:31,500 focus and all the fragmentation and media that's out there and 104 00:05:31,500 --> 00:05:35,200 we have to be prepared for it. We have a really interesting 105 00:05:35,200 --> 00:05:41,000 question from Twitter, very important question on this topic 106 00:05:41,500 --> 00:05:44,700 and this is from our Salon Khan and he wants to know how do you 107 00:05:44,700 --> 00:05:49,700 manage the Privacy aspects as you're addressing these? 108 00:05:49,700 --> 00:05:52,900 These customer experience goals Fan Experience goals. 109 00:05:53,400 --> 00:05:56,600 One of the pillars is our data governance organization, and we 110 00:05:56,600 --> 00:06:00,300 have a group Within that, that's responsible for consent, working 111 00:06:00,300 --> 00:06:02,700 with our legal team and the general counsel's of all the 112 00:06:02,700 --> 00:06:05,100 clubs. And we start off with our 113 00:06:05,100 --> 00:06:07,900 philosophy on consent and privacy and that is, we are 114 00:06:07,900 --> 00:06:10,800 going to be transparent. We are going to give our fans 115 00:06:10,800 --> 00:06:14,400 controls to express their preferences if they choose to 116 00:06:14,400 --> 00:06:15,900 do. So and their relationship with 117 00:06:15,900 --> 00:06:17,400 us. And then we're going to make 118 00:06:17,400 --> 00:06:21,100 sure that the privilege of having that data is used in a 119 00:06:21,100 --> 00:06:25,200 way that provides them value that we're not just doing it 120 00:06:25,200 --> 00:06:28,200 till we can carpet bomb Communications to their We're 121 00:06:28,200 --> 00:06:31,400 focused very much on making sure that the communications are 122 00:06:31,400 --> 00:06:33,200 relevant. That's the journey. 123 00:06:33,200 --> 00:06:35,700 We're on 20 years ago. When we started going down the 124 00:06:35,707 --> 00:06:38,700 path of data. Governance issues around privacy 125 00:06:38,700 --> 00:06:41,500 were very limited because we were in the early days of 126 00:06:41,600 --> 00:06:45,200 gathering transactional data assets on individuals. 127 00:06:45,200 --> 00:06:47,700 We're now at the point where it has to be one of the pillars of 128 00:06:47,700 --> 00:06:51,700 the overall strategy. And we're very proud of the fact 129 00:06:51,700 --> 00:06:54,500 that we made it a pillar. One of the four pillars of the 130 00:06:54,500 --> 00:06:58,200 strategy around 121 And every day we spend, Time on it. 131 00:06:58,200 --> 00:07:00,700 And every day, we're making sure we're doing it the right way, 132 00:07:01,000 --> 00:07:04,600 not only in the US, but globally because it's a complex journey. 133 00:07:04,700 --> 00:07:07,000 And by the way, if you don't do this right there are brand 134 00:07:07,000 --> 00:07:08,800 issues as well as compliance issues. 135 00:07:08,800 --> 00:07:12,000 And, of course, the NFL spends a lot of time, focusing on the 136 00:07:12,000 --> 00:07:15,500 brand side of it, Paula, one of the questions I have around that 137 00:07:15,500 --> 00:07:18,100 is centered or in the form of excess ability. 138 00:07:18,500 --> 00:07:24,200 Now, externally, I mean, you, you have your partner's in the 139 00:07:24,200 --> 00:07:27,400 clubs and they know how to, you know, manage the data into I'm 140 00:07:27,400 --> 00:07:30,800 not Listen not so much worried about it from that made but more 141 00:07:30,800 --> 00:07:33,800 so internally you've got a lot of Partners. 142 00:07:33,800 --> 00:07:37,600 You've got a lot of fans and you've got a ton of teams that 143 00:07:37,600 --> 00:07:39,400 you've got to manage. How do you make the data 144 00:07:39,400 --> 00:07:44,200 accessible internally and go about it in a way where it 145 00:07:44,200 --> 00:07:46,400 ensures near real-time visibility. 146 00:07:46,400 --> 00:07:48,900 So people have the right and sites but are doing. 147 00:07:48,900 --> 00:07:52,800 So in a way where you can win with the data, our approach is 148 00:07:53,200 --> 00:07:56,600 not only data governance, which is all about what we're doing 149 00:07:56,600 --> 00:07:59,100 and standardization. And data quality and access 150 00:07:59,100 --> 00:08:01,700 controls and so on. But we're focused in partnership 151 00:08:01,700 --> 00:08:04,400 with marketing on marketing governance, how are we using the 152 00:08:04,400 --> 00:08:06,400 data? How are you orchestrating it? 153 00:08:06,600 --> 00:08:08,400 And then analytic governance, which goes through the 154 00:08:08,400 --> 00:08:10,900 validation processes. So it sounds like a lot of 155 00:08:10,900 --> 00:08:15,000 governance doesn't have to be a government type governance 156 00:08:15,000 --> 00:08:18,400 program, but you have to have those elements in place and 157 00:08:18,400 --> 00:08:22,500 you've got to run this with that degree of discipline that you're 158 00:08:22,700 --> 00:08:25,400 we all believe in this. Theoretically this concept of 159 00:08:25,400 --> 00:08:29,600 democratization of data created. Everybody make it, everybody 160 00:08:29,600 --> 00:08:32,000 make sure everybody has access to it, but at the end of the 161 00:08:32,000 --> 00:08:34,600 day, you have to govern it appropriately. 162 00:08:34,900 --> 00:08:37,700 And that's not why we built. This whole ecosystem involving 163 00:08:37,700 --> 00:08:40,900 our clubs, by the way in that ecosystem, because there's 33 164 00:08:40,900 --> 00:08:45,100 entities at the NFL and you have to be able to orchestrate 165 00:08:45,100 --> 00:08:48,000 coordinate, understand what you're doing, or guess what 166 00:08:48,000 --> 00:08:49,900 happens. You everybody wants to 167 00:08:49,900 --> 00:08:53,600 communicate to everybody all the time, and that uncoordinated 168 00:08:53,600 --> 00:08:56,800 side of it, not only causes compliance issues, but the 169 00:08:56,800 --> 00:08:59,700 bigger risk and All that is that fans, start tuning, you out. 170 00:08:59,700 --> 00:09:02,600 Customers start tuning you out. And that's not what this all 171 00:09:02,600 --> 00:09:04,600 about. This is about deepening the 172 00:09:04,600 --> 00:09:07,800 relationship which by the way, leads you to things such as 173 00:09:08,000 --> 00:09:11,700 sometimes more is not better. The last is better in terms of 174 00:09:11,700 --> 00:09:14,600 your communication and that's all been built into the system. 175 00:09:14,600 --> 00:09:17,600 We're launching in the system we have developed in the last year 176 00:09:17,600 --> 00:09:22,700 or so be sure to subscribe to our YouTube channel and hit the 177 00:09:22,700 --> 00:09:26,200 Subscribe button at the top of our website so we can send you 178 00:09:26,200 --> 00:09:29,600 our newsletter and notify Of upcoming live shows. 179 00:09:29,800 --> 00:09:37,000 So a lot of your effort then is focused on that Fan Experience. 180 00:09:37,000 --> 00:09:39,000 You, you mentioned there are four pillars. 181 00:09:39,000 --> 00:09:42,500 Can you describe what those are? We support the league on every 182 00:09:42,500 --> 00:09:44,300 initiative player, health, and safety. 183 00:09:44,300 --> 00:09:48,400 Football operations, officiating media operations, media 184 00:09:48,400 --> 00:09:51,200 optimization. So we go across the entire 185 00:09:51,200 --> 00:09:55,200 league and while fan is a big part of what we do, all these 186 00:09:55,200 --> 00:09:58,300 other activities are equally as important because Our commitment 187 00:09:58,300 --> 00:10:01,700 is to help the league achieve its strategic objectives, which 188 00:10:01,700 --> 00:10:04,300 is to make the game better to maintain the Integrity of the 189 00:10:04,308 --> 00:10:08,000 game to make sure that our content is being consumed, 190 00:10:08,000 --> 00:10:11,800 efficiently and effectively. So it is very, very important 191 00:10:11,800 --> 00:10:15,900 that we look at it that way when you think about our structure, 192 00:10:15,900 --> 00:10:19,200 in terms of the fan cited it from a journey standpoint, it 193 00:10:19,200 --> 00:10:23,800 starts with data and clearly all the data management aspects of 194 00:10:23,800 --> 00:10:27,500 that, we then have a pillar around analytics and insights 195 00:10:27,700 --> 00:10:30,400 It's because once you have the ingredients question is what 196 00:10:30,400 --> 00:10:33,000 insights are going to generate and how are you going to 197 00:10:33,000 --> 00:10:35,800 continuously measure and track the robustness? 198 00:10:36,400 --> 00:10:39,600 Then we have the pillar around marketing technology and 199 00:10:39,600 --> 00:10:41,800 marketing governance and orchestration. 200 00:10:42,100 --> 00:10:44,700 And then the last pillar is privacy and consent and the 201 00:10:44,700 --> 00:10:48,500 related enabling capabilities. Because within that bucket, you 202 00:10:48,500 --> 00:10:52,500 also have identity resolution and related capabilities, you 203 00:10:52,500 --> 00:10:55,300 have to have if you're going to do this at scale, because when 204 00:10:55,300 --> 00:10:58,400 you think about the data, Exit. He's that. 205 00:10:58,400 --> 00:11:01,000 We're bringing in. It's pretty hard to govern. 206 00:11:01,000 --> 00:11:03,500 Systematically your relationship with an individual. 207 00:11:03,500 --> 00:11:06,500 If you can't know them. And to know them, you have to 208 00:11:06,500 --> 00:11:09,600 see them and you have to validate that they are them. 209 00:11:10,000 --> 00:11:12,500 Which by the way, is poor grammar, but you get the point 210 00:11:12,500 --> 00:11:15,600 that you go down that path. So think of it is a full 211 00:11:15,600 --> 00:11:20,100 ecosystem, that thing gets wrapped around the needs of the 212 00:11:20,100 --> 00:11:23,100 organization and then you execute off that ecosystem 213 00:11:23,100 --> 00:11:26,900 through your channels and that's related to the data that you 214 00:11:26,900 --> 00:11:29,300 have. So, you It's about like, how the 215 00:11:29,300 --> 00:11:31,700 breath of the data. But one thing I want to 216 00:11:31,708 --> 00:11:33,800 apartment point out in particular with the NFL's, the 217 00:11:33,800 --> 00:11:37,000 depth, like not only do you have pretty well. 218 00:11:37,000 --> 00:11:40,000 Structured information pertaining to the game's main 219 00:11:40,000 --> 00:11:44,200 gauge means that even the fans and the stadiums but you are in 220 00:11:44,200 --> 00:11:48,600 charge of one of the largest media events in the world. 221 00:11:48,800 --> 00:11:53,100 That is the Super Bowl. And as a marketer that is like 222 00:11:53,700 --> 00:11:56,700 one of the most fascinating times because everyone's tunde, 223 00:11:56,700 --> 00:11:59,500 right? And with that. 224 00:11:59,700 --> 00:12:02,800 What data do, I mean, you have to manage the data of the Super 225 00:12:02,800 --> 00:12:04,200 Bowl, right? Like you're one of my rod 226 00:12:04,200 --> 00:12:05,000 correct? Not. 227 00:12:05,000 --> 00:12:06,200 Yeah. So just to be clear. 228 00:12:06,200 --> 00:12:08,200 It is the largest event that one. 229 00:12:08,200 --> 00:12:16,400 Okay, it's the largest I could resist that because you know it 230 00:12:16,400 --> 00:12:20,400 is it is the largest of that 200 million viewers by the way and 231 00:12:21,200 --> 00:12:22,600 the Super Bowl has just concluded. 232 00:12:22,600 --> 00:12:25,400 So just seeing it just wrap your head around that. 233 00:12:25,800 --> 00:12:29,800 No other event gets anywhere. About 20 billion viewers other 234 00:12:29,800 --> 00:12:32,900 than our playoff games and Monday nights and Sunday nights 235 00:12:32,900 --> 00:12:35,400 and so on, it's a it's a wonderful question. 236 00:12:35,400 --> 00:12:39,900 So the breadth and the depth of the data we have is pretty 237 00:12:39,900 --> 00:12:43,700 amazing to tell you the truth. It's one of the situations where 238 00:12:43,700 --> 00:12:48,000 we're Gathering data from what bands are doing in stadiums and 239 00:12:48,000 --> 00:12:49,300 what they're doing with the clubs. 240 00:12:49,800 --> 00:12:52,600 But we also have relationships with the fans permissions, where 241 00:12:52,600 --> 00:12:54,500 we're getting the data from our partners. 242 00:12:54,800 --> 00:12:57,600 In terms of transactional relationships that we have, Have 243 00:12:57,600 --> 00:13:00,400 with those Partners. We also have a data development 244 00:13:00,400 --> 00:13:04,400 organization, that's constantly focused on what new data assets 245 00:13:04,400 --> 00:13:06,800 can we acquire and how can we bring them in? 246 00:13:08,000 --> 00:13:11,000 So we are, we're blessed with actually, the opportunity to 247 00:13:11,000 --> 00:13:16,500 have lots and lots of data from a breadth and depth perspective, 248 00:13:16,800 --> 00:13:19,300 the real challenge we have is like most organizations been 249 00:13:19,300 --> 00:13:21,500 around for a long time. That data was created for a 250 00:13:21,508 --> 00:13:25,600 specific use case and now we're trying to leverage it for other 251 00:13:25,600 --> 00:13:27,700 things to get this holistic picture. 252 00:13:28,000 --> 00:13:30,400 So a big part of our journey has been too. 253 00:13:30,400 --> 00:13:33,400 Can we bring the data together? Can we cleanse it? 254 00:13:33,400 --> 00:13:37,100 Can we standardize it? And we deal with the ability of 255 00:13:37,100 --> 00:13:38,700 properly. Associating it with an 256 00:13:38,700 --> 00:13:41,500 individual. So it's pretty pretty amazing to 257 00:13:41,500 --> 00:13:44,600 think about where we're at. It's also pretty amazing to 258 00:13:44,600 --> 00:13:48,100 think about where we're heading because we're still in the early 259 00:13:48,100 --> 00:13:51,300 phases and with the right permissions in place in the 260 00:13:51,300 --> 00:13:55,400 support from fans, what we're going to be able to build in 261 00:13:55,400 --> 00:13:59,200 terms of our version of a Walled Garden is pretty amazing. 262 00:13:59,200 --> 00:14:02,000 When you think of the tens of millions of fans that we can see 263 00:14:02,000 --> 00:14:06,100 and know because the passion for the sport is so high and with 264 00:14:06,100 --> 00:14:09,700 the right respect for Them, we can build very deep 265 00:14:09,700 --> 00:14:13,200 relationship, so it's great question, but and yes, the Super 266 00:14:13,200 --> 00:14:16,300 Bowl is the largest event. So I just said, maybe the World 267 00:14:16,300 --> 00:14:19,900 Cup every four years you could argue but wherever year just to 268 00:14:19,900 --> 00:14:22,800 be crystal, clear about that point. 269 00:14:22,800 --> 00:14:26,200 The Super Bowl is the one that's a qaq and I are having a good 270 00:14:26,200 --> 00:14:39,100 time. Me as a marketer, you know, 271 00:14:39,100 --> 00:14:41,900 that's the dream, right? You've Won event, 200 million 272 00:14:41,900 --> 00:14:46,800 people, that 200 worldwide, you have pop culture Sports 273 00:14:46,800 --> 00:14:50,700 entertainment, some of the best products, and partners that also 274 00:14:50,700 --> 00:14:54,700 coincide with this. And, you know, the second 275 00:14:54,700 --> 00:14:58,600 dissecting that data and then leveraging it to do it again the 276 00:14:58,600 --> 00:15:01,100 following year and then even sharing that with your partner 277 00:15:01,100 --> 00:15:05,100 to your team's, it's just a that's what's an incredible role 278 00:15:05,100 --> 00:15:08,700 where you're defining really the future of Most organizations 279 00:15:08,700 --> 00:15:14,100 because it's a reality now that most orgs can, if they want to 280 00:15:15,100 --> 00:15:19,700 obtain and build pretty large data sets, but how you maneuver 281 00:15:19,700 --> 00:15:23,700 said data set is like probably the most important thing and 282 00:15:24,200 --> 00:15:25,900 we're learning from you. Yeah. 283 00:15:25,900 --> 00:15:28,200 How do you leverage it? How do you bring it to life? 284 00:15:28,200 --> 00:15:31,100 I like my favorite expression is, how do you bring it to life? 285 00:15:31,600 --> 00:15:33,400 And so I'll give you a good example of this. 286 00:15:33,400 --> 00:15:36,800 We've been developing an alternative way of assessing how 287 00:15:36,800 --> 00:15:39,400 our content. Is being consumed in a 288 00:15:39,400 --> 00:15:42,400 fragmented media world. Not just looking at traditional 289 00:15:42,400 --> 00:15:46,300 measurements of TV, or even digital or streaming, but 290 00:15:46,300 --> 00:15:49,200 comprehensively, how is it being consumed through social media? 291 00:15:49,208 --> 00:15:52,700 How's it being consumed through PR Communications? 292 00:15:52,700 --> 00:15:55,900 How's it being consumed through legalized sports, betting, all 293 00:15:55,900 --> 00:15:59,900 of those things around it, and we had to do that, because of 294 00:15:59,900 --> 00:16:02,600 the fact that if you can get that data and understand the 295 00:16:02,600 --> 00:16:06,900 comprehensiveness of how your content is being really consumed 296 00:16:06,900 --> 00:16:09,900 it, Only shapes where you want to put your emphasis where you 297 00:16:09,900 --> 00:16:11,900 want to place your backs. What am I doing right? 298 00:16:11,900 --> 00:16:14,500 What else can I adjust in terms of by mixed? 299 00:16:14,800 --> 00:16:17,500 And that's been a fascinating Journey for us to go down. 300 00:16:17,500 --> 00:16:21,500 We've now validated and we have those Diagnostics to have 301 00:16:21,500 --> 00:16:25,100 another data set to understand what we see, we call it NFL as a 302 00:16:25,100 --> 00:16:29,300 platform but it's it's really this ability to see how our 303 00:16:29,300 --> 00:16:32,100 content is being consumed and how much time and individuals 304 00:16:32,100 --> 00:16:35,900 spending with us by the way, in the month of January in the u.s. 305 00:16:36,000 --> 00:16:40,100 3 billion hours and Over three billion dollars were spent 306 00:16:40,200 --> 00:16:43,700 consuming NFL content in the United States just in one month, 307 00:16:43,700 --> 00:16:47,700 three billion hours. It's just you don't have a team 308 00:16:47,700 --> 00:16:50,900 that's that large that can ingest 3 billion hours worth of 309 00:16:50,900 --> 00:16:52,800 data. So like talk to us about your 310 00:16:52,800 --> 00:16:55,600 partner's, right? Like I remember just I study 311 00:16:55,600 --> 00:16:59,200 computer science so some of the more fascinating case studies 312 00:16:59,200 --> 00:17:04,500 early on with AWS actually we're with the dfl next-gen was the 313 00:17:04,500 --> 00:17:06,700 platform. Yes. 314 00:17:06,700 --> 00:17:10,700 Okay. So that project in particular, 315 00:17:10,800 --> 00:17:14,400 you all were first movers in a space that you didn't have to 316 00:17:14,400 --> 00:17:18,700 be. Is it because you need help 317 00:17:18,700 --> 00:17:22,300 processing the data or what's the what's the idea there? 318 00:17:22,800 --> 00:17:25,800 You know that it's always this great question of the ability to 319 00:17:25,800 --> 00:17:29,200 buy a, do you rent it? And when you're going through 320 00:17:29,200 --> 00:17:33,300 and the way I describe it is that the right ecosystem. 321 00:17:33,300 --> 00:17:36,700 Now is Lego blocks. So years ago when you were 322 00:17:36,700 --> 00:17:39,900 building The whole data and analytics and insight. 323 00:17:40,000 --> 00:17:44,100 Each block is a whole you get up in the morning and people think 324 00:17:44,100 --> 00:17:47,900 about it is as it used to be a guy have to go to one vendor. 325 00:17:48,200 --> 00:17:51,400 I'd have to go to one partner and you had closed systems and 326 00:17:51,400 --> 00:17:55,900 so on now it's an ecosystem and I approach it from a try to 327 00:17:55,900 --> 00:17:59,000 approach it from a Proto humility, where I get up in the 328 00:17:59,000 --> 00:18:00,800 morning. And I think about this in the 329 00:18:00,800 --> 00:18:02,800 context of I don't have all the answers. 330 00:18:02,800 --> 00:18:04,700 We're not going to build everything in house. 331 00:18:04,700 --> 00:18:07,000 So how can we at the end of the day? 332 00:18:07,600 --> 00:18:11,000 Leverage, our relationships with these great partners and AWS is 333 00:18:11,000 --> 00:18:14,300 a really good example. Great partner, the NFL next-gen 334 00:18:14,300 --> 00:18:19,300 stats is a big enabler for us and football, officiating, 335 00:18:19,400 --> 00:18:22,900 player, health, and safety. So the partnership with AWS is 336 00:18:23,000 --> 00:18:26,200 just a good example of us. Saying if there's a partner that 337 00:18:26,500 --> 00:18:30,400 can fit into the ecosystem and help us do two things, get 338 00:18:30,400 --> 00:18:34,000 smarter faster or fill a technology Gap. 339 00:18:34,000 --> 00:18:37,300 That's how we look at it and it's really the journey we're at 340 00:18:37,300 --> 00:18:39,600 it. For me, going over the last few 341 00:18:39,600 --> 00:18:41,500 decades. I think it's probably one of the 342 00:18:41,500 --> 00:18:44,400 biggest pivot Points. We don't spend enough time on is 343 00:18:44,400 --> 00:18:47,900 that the ability to piece together different parts of the 344 00:18:47,900 --> 00:18:51,000 technology stack. And that ecosystem has been 345 00:18:51,000 --> 00:18:56,100 transformed just in the last decade if we just pause and take 346 00:18:56,100 --> 00:19:01,300 that step back because again, even 2010 ish, we were still wet 347 00:19:01,300 --> 00:19:04,900 it to saying, my stack had to be ax and I was dealing with this 348 00:19:04,900 --> 00:19:07,500 set of vendors. Well, now take a look at anybody 349 00:19:07,600 --> 00:19:09,700 Buddies. Modern stack, it's the 350 00:19:09,700 --> 00:19:13,200 environments in the cloud. The software tools are eclectic. 351 00:19:13,200 --> 00:19:16,000 They're all over the place. My analytic platform can 352 00:19:16,000 --> 00:19:19,700 basically be just about anything, which is what we do 353 00:19:19,700 --> 00:19:21,900 today and all the piece parts are really coming together. 354 00:19:21,900 --> 00:19:24,500 So pretty fascinating. It's a to me. 355 00:19:24,500 --> 00:19:27,200 What you just asked is one of the critically important 356 00:19:27,200 --> 00:19:32,200 questions we as a field have to continue to stretch our thinking 357 00:19:32,200 --> 00:19:36,000 on because you know the day the were being asked to do two 358 00:19:36,000 --> 00:19:39,300 things generate insights. That are more precise and to 359 00:19:39,300 --> 00:19:42,700 take latency out of the equation, that's my version of 360 00:19:42,700 --> 00:19:44,600 Moore's law. By the way, if anybody plays 361 00:19:44,600 --> 00:19:46,000 around with that, I have rights to it. 362 00:19:46,000 --> 00:19:49,900 Because that was a concept. I came up with what any partner 363 00:19:49,900 --> 00:19:52,400 that helps us do that. We're going to be very 364 00:19:52,400 --> 00:19:55,500 interested. We have a very much related 365 00:19:55,500 --> 00:20:00,300 question from again, Our Salon Khan comes back and he wants to 366 00:20:00,300 --> 00:20:06,600 know how do you manage decision-making Based on data as 367 00:20:06,600 --> 00:20:09,900 opposed to gut? Feel when in any industry, 368 00:20:09,900 --> 00:20:13,700 there's a human tendency among the people receiving that data 369 00:20:14,400 --> 00:20:18,400 to, you know, rely on their own experience and intuition as 370 00:20:18,400 --> 00:20:21,500 opposed to trusting that data. So as you're working with 371 00:20:21,800 --> 00:20:27,200 decision-makers inside the league and at teams, how do you, 372 00:20:27,200 --> 00:20:29,300 how do you manage that aspect of it? 373 00:20:29,700 --> 00:20:31,200 It's something you. And I've actually talked about 374 00:20:31,200 --> 00:20:34,700 in the past and that is you have to have an orientation that it's 375 00:20:34,700 --> 00:20:37,400 going to be Art and Science and establish organizations. 376 00:20:37,900 --> 00:20:41,500 And that as you move towards science to just support more and 377 00:20:41,500 --> 00:20:44,900 more decision-making going towards, what we describe as 378 00:20:44,900 --> 00:20:49,200 model-driven, decisioning you have to bring them along through 379 00:20:49,200 --> 00:20:51,800 the Journey, you have to deal with the change management. 380 00:20:51,800 --> 00:20:54,800 The human dimensions of this, the transformational side of 381 00:20:54,800 --> 00:20:56,600 this. It's one of the reasons why 382 00:20:56,600 --> 00:20:59,300 within the field, you see many of us now, having business 383 00:20:59,300 --> 00:21:03,100 transformation functions or we have translators, or we have 384 00:21:03,100 --> 00:21:07,200 engagement managers because if you don't invest the time to do 385 00:21:07,200 --> 00:21:11,300 that, That these organizations are established and people are 386 00:21:11,300 --> 00:21:13,900 established. And the way they make decisions 387 00:21:14,400 --> 00:21:17,300 that old adage that people don't object to change, the objective 388 00:21:17,300 --> 00:21:21,400 being changed, is true in this case and that's an any 389 00:21:21,400 --> 00:21:24,100 established organization. So that's that to me Remains The 390 00:21:24,100 --> 00:21:26,400 Secret Sauce. I'm engaging with the business 391 00:21:26,400 --> 00:21:30,600 partners powering forward in a way where it's beneficial to 392 00:21:30,600 --> 00:21:32,200 them. Bringing them along to the 393 00:21:32,200 --> 00:21:35,300 journey. I can remember when I joined the 394 00:21:35,300 --> 00:21:39,300 league initially the You're pulling me aside and saying 395 00:21:40,000 --> 00:21:45,100 please educate us all the time and he understood that and I 396 00:21:45,100 --> 00:21:48,700 understand it because all the years I've been doing this, if 397 00:21:48,700 --> 00:21:52,800 you look at the early Legacy companies that had very large 398 00:21:52,800 --> 00:21:55,300 investments in data analytics, I had one of the largest when I 399 00:21:55,300 --> 00:21:58,600 was at GM for a decade. We had one of the largest 400 00:21:58,600 --> 00:22:00,900 organizations that we would consider to be a data and 401 00:22:00,900 --> 00:22:04,000 analytics organization. Now, we never got to full 402 00:22:04,000 --> 00:22:07,300 adoption of all the work we were doing because we underestimated 403 00:22:07,300 --> 00:22:11,100 the The need to change and have the change management component 404 00:22:11,100 --> 00:22:13,500 in the equation. There's a couple questions from 405 00:22:13,500 --> 00:22:17,500 Twitter and I want to I want to preface this question with the 406 00:22:17,900 --> 00:22:22,200 just the precursor element. Then it fills and Just Sports in 407 00:22:22,200 --> 00:22:24,200 general, I've changed. I mean MBA is filling this as 408 00:22:24,200 --> 00:22:28,000 well with the unbundling of the Gable package. 409 00:22:28,000 --> 00:22:29,300 Right. You know the regional Sports 410 00:22:29,300 --> 00:22:31,000 networks. They're not making enough money. 411 00:22:31,000 --> 00:22:35,300 They so there's there's there's possible bankruptcies that can 412 00:22:35,300 --> 00:22:37,400 into on that front and that's going to have an impact. 413 00:22:38,000 --> 00:22:43,900 On all of sports but more specifically like in this world 414 00:22:43,900 --> 00:22:47,800 where you're experiencing disruption what are the some of 415 00:22:47,800 --> 00:22:51,500 the shining stars that you're seeing on the horizon. 416 00:22:51,800 --> 00:22:56,600 So first our strategy is to have optionality and optionality 417 00:22:56,600 --> 00:23:00,000 because for anybody to call the ball ten years from now it's 418 00:23:00,400 --> 00:23:03,600 it's an interesting challenge. We've publicly stated multiple 419 00:23:03,600 --> 00:23:06,900 times that we feel very good. We have long-term agreements 420 00:23:06,900 --> 00:23:09,100 with our play Layers. We have long-term agreements 421 00:23:09,100 --> 00:23:11,200 with our distribution channels. That's great. 422 00:23:11,400 --> 00:23:13,600 It gives us time to make investments and prepare for the 423 00:23:13,600 --> 00:23:16,200 Future Part of the Investments and preparing. 424 00:23:16,200 --> 00:23:19,300 For the future is to have optionality and where you go and 425 00:23:19,300 --> 00:23:22,800 how your content is going to be distributed you to do that. 426 00:23:22,800 --> 00:23:24,700 Well though, you still have to make the game better all the 427 00:23:24,700 --> 00:23:27,100 time. You got to connect with fans 428 00:23:27,400 --> 00:23:29,600 because if you own the relationship with the fans and 429 00:23:29,600 --> 00:23:33,100 you're making the game better, then your optionality for how 430 00:23:33,100 --> 00:23:37,400 you distribute is better because who knows what the future holds. 431 00:23:37,500 --> 00:23:38,600 Pause. So you got to get the 432 00:23:38,608 --> 00:23:41,300 fundamentals, right? You have to be prepared for that 433 00:23:41,800 --> 00:23:43,300 for us. We've been experimenting on a 434 00:23:43,300 --> 00:23:45,300 number of fronts. You saw Amazon with Thursday 435 00:23:45,300 --> 00:23:48,000 night football, for instance, had a great first season. 436 00:23:48,300 --> 00:23:52,100 We proved that we could disseminate content through that 437 00:23:52,100 --> 00:23:56,300 channel, which is a page Channel at scale, 10 million viewers 438 00:23:56,300 --> 00:23:58,100 roughly every single week and we had some weeks. 439 00:23:58,100 --> 00:24:00,900 Well, above that, that's where we're at. 440 00:24:00,900 --> 00:24:04,000 And we're continuing to experiment and trying to figure 441 00:24:04,000 --> 00:24:07,500 out where this is going at the same time, what we're making I'm 442 00:24:07,508 --> 00:24:10,300 sure is that we can control as much of our fate is possible in 443 00:24:10,308 --> 00:24:12,900 the way you do. That is make the game great, 444 00:24:12,900 --> 00:24:15,600 which it already is, but make it Greater make it better. 445 00:24:16,000 --> 00:24:18,300 And then make sure you can connect with your fans. 446 00:24:18,600 --> 00:24:21,900 Thus the investment and data and analytics is a critical enabler 447 00:24:21,900 --> 00:24:25,400 to us having that control of our future do as much as we can. 448 00:24:26,000 --> 00:24:29,700 So with that Chris Peterson from Twitter, is asking the following 449 00:24:29,700 --> 00:24:35,600 question as far as disruptions on the horizon for the NFL in 450 00:24:35,900 --> 00:24:39,700 terms of either It's or control of all the data. 451 00:24:41,000 --> 00:24:44,700 How has the explosive growth of sports, betting change things 452 00:24:44,700 --> 00:24:46,600 for you all? It's a factor. 453 00:24:46,600 --> 00:24:50,300 Obviously, it's something that when you look at sports, we had 454 00:24:50,300 --> 00:24:53,100 to get comfortable with because you have to get comfortable with 455 00:24:53,100 --> 00:24:56,000 it because you don't want it to have negative repercussions on 456 00:24:56,000 --> 00:24:59,000 the game. What we've done is we've 457 00:24:59,000 --> 00:25:01,900 continued to focus on striking the right balance, making sure 458 00:25:01,900 --> 00:25:05,300 that it's the Integrity of the game is still there and making 459 00:25:05,300 --> 00:25:08,300 sure that we're complying with how its role Going out. 460 00:25:09,400 --> 00:25:13,500 Obviously it has business impacts because gambling 461 00:25:13,500 --> 00:25:15,800 organizations. They always be organizations are 462 00:25:15,800 --> 00:25:18,500 big advertisers and they're promoting and they're doing all 463 00:25:18,500 --> 00:25:20,900 those things that are there from a data. 464 00:25:20,900 --> 00:25:23,100 Analytic standpoint. We get lots of homework 465 00:25:23,100 --> 00:25:25,700 assignments, around making sure that we're tracking and 466 00:25:25,700 --> 00:25:30,100 understanding that there are no negative implications to me. 467 00:25:30,100 --> 00:25:33,800 I look at it is part of the overall puzzle of how we 468 00:25:33,800 --> 00:25:36,500 maintain the Integrity of the game. 469 00:25:36,500 --> 00:25:39,800 How we helped Tan because it's broader than us maintain the 470 00:25:39,800 --> 00:25:44,300 Integrity of the game or the future, but not a surprise that 471 00:25:44,300 --> 00:25:46,900 the world's there and not surprised that it continues to 472 00:25:46,900 --> 00:25:49,500 grow. And, and it's important to fans. 473 00:25:49,500 --> 00:25:52,700 When we look at the amount of activity, going around legalized 474 00:25:52,700 --> 00:25:55,100 sports betting in football. It's very, very high. 475 00:25:55,300 --> 00:25:58,900 We take a very large share of that in the season, 476 00:25:59,100 --> 00:26:02,900 disproportionate share of the LSB activities between September 477 00:26:02,900 --> 00:26:05,100 and January about three-quarters of it. 478 00:26:05,100 --> 00:26:07,300 And sports are going to football Paul. 479 00:26:07,400 --> 00:26:14,900 We have not spoken at all about the use of data and analytics to 480 00:26:14,900 --> 00:26:18,800 help improve team performance to optimize the team. 481 00:26:19,100 --> 00:26:23,100 The football tell us about that. That seems pretty pretty 482 00:26:23,100 --> 00:26:26,400 foundational. Yeah, it is and again as I said, 483 00:26:26,400 --> 00:26:28,700 when you think about data and analytics in a modern science, 484 00:26:28,700 --> 00:26:31,200 always think about a how am I connecting with my customer? 485 00:26:31,200 --> 00:26:34,200 My fans and then how am I improving my operation? 486 00:26:34,200 --> 00:26:37,300 So in automotive it was about quality and efficiency. 487 00:26:37,600 --> 00:26:40,300 And productivity and throughput in football. 488 00:26:40,300 --> 00:26:42,700 It's about improving the game and proving officiating, 489 00:26:42,700 --> 00:26:45,600 improving performance. So the way I always think of it 490 00:26:45,600 --> 00:26:50,200 is in my side of it, my team is focused around supporting 491 00:26:50,200 --> 00:26:53,500 officiating and officiating analytics, and Rule changes and 492 00:26:53,900 --> 00:26:56,800 we provide a lot of support to player health and safety because 493 00:26:56,800 --> 00:26:59,800 of the work streams, we have there, the club level, they all 494 00:26:59,800 --> 00:27:02,700 now, every Club, all 32 clubs has analytics within their 495 00:27:02,700 --> 00:27:05,300 football part of their organization. 496 00:27:05,300 --> 00:27:07,700 So you think about clubs they have a revenue Ooh, part of 497 00:27:07,700 --> 00:27:10,400 their organization, which they have data and analytics teams, 498 00:27:10,400 --> 00:27:11,900 which work, very closely with us. 499 00:27:12,100 --> 00:27:15,400 And then they have football teams or team members supporting 500 00:27:15,400 --> 00:27:16,900 the football side of their equation. 501 00:27:17,200 --> 00:27:20,200 And you see it, you see it in terms of football strategy, you 502 00:27:20,200 --> 00:27:23,300 see it, in terms of probabilities being used, think 503 00:27:23,300 --> 00:27:26,600 about the, everybody's now amazed at how often teams, go 504 00:27:26,600 --> 00:27:28,900 for it on fourth down. Well, that's driven by 505 00:27:28,900 --> 00:27:31,900 probability analysis. It makes more sense to go for it 506 00:27:31,908 --> 00:27:34,100 on fourth down than it does to punt. 507 00:27:34,500 --> 00:27:38,500 And so when we look back on it years ago, Can always remember a 508 00:27:38,600 --> 00:27:41,600 game between the paths and I think paying was still in 509 00:27:41,600 --> 00:27:46,100 Indianapolis at the time where I'll check win for it on 510 00:27:46,100 --> 00:27:50,500 somewhere around is 35 yard line in the fourth quarter and it was 511 00:27:50,500 --> 00:27:53,800 fourth and not one, it was more like fourth and six or seven and 512 00:27:53,800 --> 00:27:57,600 everybody was just appalled. Why did he go for it? 513 00:27:57,600 --> 00:28:00,300 And of course the reason he went for his, he knew if he gave the 514 00:28:00,300 --> 00:28:03,200 ball back to paintin, the probability of Peyton walking 515 00:28:03,200 --> 00:28:06,500 down the field and scoring was very, very high. 516 00:28:06,900 --> 00:28:10,000 So you can See that in the early days now it's systemically 517 00:28:10,000 --> 00:28:14,100 embedded in all teams and we'll see, more and more analytics and 518 00:28:14,100 --> 00:28:18,100 Technology being leveraged to continue, to improve the quality 519 00:28:18,100 --> 00:28:22,000 of the game, the Integrity of the game, the effectiveness of 520 00:28:22,000 --> 00:28:25,600 officiating, my team doing that for the league. 521 00:28:25,600 --> 00:28:29,000 On a day-to-day basis is we've got lots of things to do every 522 00:28:29,000 --> 00:28:31,800 single day. We're asked to do a lot on that 523 00:28:31,800 --> 00:28:35,700 front and it's actually one of the high points of my week is 524 00:28:35,700 --> 00:28:37,400 just all the things we're working on. 525 00:28:37,400 --> 00:28:40,900 On that front because it's really exciting to see how 526 00:28:40,900 --> 00:28:43,600 technology and data and analytics will continue to drive 527 00:28:43,600 --> 00:28:46,700 this great game and the excitement of the game. 528 00:28:47,000 --> 00:28:50,400 Because to the earlier question, that's how you prepare for an 529 00:28:50,400 --> 00:28:53,300 uncertain future. You excellent. 530 00:28:53,300 --> 00:28:56,100 On the things you can control and you create optionality in 531 00:28:56,100 --> 00:28:58,100 your strategy. And that's what it's all about. 532 00:28:58,400 --> 00:29:01,500 I do want to get into a few things. 533 00:29:01,500 --> 00:29:05,100 The first thing is generative AI, you've got a ton of data 534 00:29:05,100 --> 00:29:10,000 that you're collecting at scale. We're now here where consumers 535 00:29:10,000 --> 00:29:13,400 can participate in the experience of generative. 536 00:29:13,400 --> 00:29:15,800 AI, how is the NFL thinking about it? 537 00:29:15,800 --> 00:29:19,000 Especially in regards to the data that you have it's early 538 00:29:19,000 --> 00:29:21,800 days for us? But whether it's generative AI 539 00:29:21,800 --> 00:29:25,900 or what we're doing with ML type applications, part of it always 540 00:29:25,900 --> 00:29:29,800 comes down to what you see generative, AI being used for in 541 00:29:29,800 --> 00:29:32,700 that is either natural, language processing, type Solutions, 542 00:29:32,700 --> 00:29:35,900 insert call centers or fan engagement or interactions or, 543 00:29:36,200 --> 00:29:39,200 or so on. Or some derivative there. 544 00:29:39,200 --> 00:29:42,300 And I would say a large part of our Focus large part of my team 545 00:29:42,300 --> 00:29:47,100 sits there because that's the Journey of driving hyper and 546 00:29:47,100 --> 00:29:49,900 accurate responsiveness to a consumer. 547 00:29:49,900 --> 00:29:53,800 Having said that, when you think about all the things we're 548 00:29:53,800 --> 00:29:56,900 doing, and let's call it the advanced analytics field, not 549 00:29:56,900 --> 00:30:00,300 just generative AI, but you start looking at things like 550 00:30:00,300 --> 00:30:04,900 computer visioning and related technologies that work, we've 551 00:30:04,900 --> 00:30:08,400 been doing goes all the way from player health and safety support 552 00:30:08,400 --> 00:30:11,200 which we provide support to them and our external Partners on 553 00:30:11,200 --> 00:30:13,700 that front to sponsorship Effectiveness. 554 00:30:13,700 --> 00:30:17,300 We've been doing sort of all sorts of fascinating things to 555 00:30:17,300 --> 00:30:21,300 determine the value of Impressions and exposures and 556 00:30:21,300 --> 00:30:24,500 other things that go along with it and we're all that takes us 557 00:30:24,500 --> 00:30:27,400 is an interesting question because again, it always anchors 558 00:30:27,400 --> 00:30:29,300 back into the things you're trying to resolve. 559 00:30:29,500 --> 00:30:33,700 Can I engage with you more meaningfully, and can I provide 560 00:30:33,700 --> 00:30:36,200 support to our partner and or ourselves? 561 00:30:36,200 --> 00:30:39,100 So what they're doing? Operationally is having the 562 00:30:39,100 --> 00:30:43,900 right outcome so high on our list like everybody else the 563 00:30:43,900 --> 00:30:47,500 opportunities for more advanced analytics the opportunities for 564 00:30:48,200 --> 00:30:51,600 applying the science now at scale and cost effectively is in 565 00:30:51,600 --> 00:30:54,000 front of us going to be an interesting couple of years. 566 00:30:54,000 --> 00:30:58,500 We've got a whole Rd skunkworks team in my shop that's kicking 567 00:30:58,500 --> 00:31:02,100 around applications right now. Elizabeth Shaw from Twitter is 568 00:31:02,100 --> 00:31:05,600 wondering, you know, what are the few ways that you organize 569 00:31:05,600 --> 00:31:09,300 that data? And Think about it at scale, 570 00:31:09,300 --> 00:31:12,200 when we get up in the morning are organizing. 571 00:31:12,200 --> 00:31:15,100 Construct comes down to think of it as Three Rivers. 572 00:31:15,100 --> 00:31:19,700 So there's data around the individual insert fans, but 573 00:31:19,700 --> 00:31:22,400 could be businesses as well. So we're treating businesses is 574 00:31:22,400 --> 00:31:25,800 an individual entity. There's data that specifically 575 00:31:25,800 --> 00:31:28,400 tied to player health and safety, which is a very 576 00:31:28,400 --> 00:31:30,700 important area. Very sensitive area, by the way, 577 00:31:30,700 --> 00:31:34,900 because you've got a governor, you know, not only HIPAA, but we 578 00:31:34,900 --> 00:31:38,300 have the relationship with the PA that we Very closely on and 579 00:31:38,300 --> 00:31:40,900 then you have all the football data which includes things like 580 00:31:40,900 --> 00:31:43,900 NGS. So our governing construct is we 581 00:31:43,900 --> 00:31:46,500 think of it as those three big rivers and then we've got 582 00:31:46,500 --> 00:31:49,600 support for the rest of the organization, whether it's HR or 583 00:31:49,600 --> 00:31:51,500 Finance or so on. But those are the three big 584 00:31:51,500 --> 00:31:55,000 rivers and we take a similar approach with all three of them 585 00:31:55,000 --> 00:31:58,900 in terms of we think of data management as an end and process 586 00:31:58,900 --> 00:32:00,800 it goes from, what's your Source? 587 00:32:01,100 --> 00:32:03,600 What's your ability to ingest? And curate it scale? 588 00:32:03,700 --> 00:32:07,900 What your ability to integrate make it available, Leverage It 589 00:32:07,900 --> 00:32:11,200 and then what's the continuous process of enhancements and then 590 00:32:11,200 --> 00:32:12,800 all the enabling things underneath it. 591 00:32:12,800 --> 00:32:16,600 What is data quality processes or data standardization or in 592 00:32:16,600 --> 00:32:21,000 the case of damn data individual data identity resolution and 593 00:32:21,000 --> 00:32:23,200 consent. That's why we think of it and I 594 00:32:23,200 --> 00:32:27,400 encourage anybody when you think about data and data management, 595 00:32:27,400 --> 00:32:31,400 always anchor back to the business, use cases and needs 596 00:32:31,900 --> 00:32:34,100 and The Logical construct that goes along with it because 597 00:32:34,100 --> 00:32:37,100 usually what you're faced with is you're trying to bring data. 598 00:32:37,500 --> 00:32:42,500 Transactional applications where the data was not designed to 599 00:32:42,500 --> 00:32:45,000 support your broader integrate, use cases. 600 00:32:45,400 --> 00:32:47,800 It was designed for a specific transaction. 601 00:32:47,800 --> 00:32:51,600 So if you think about a CRM application that data is 602 00:32:51,600 --> 00:32:54,800 specifically there to generate an outbound communication. 603 00:32:55,200 --> 00:32:58,200 And now we're saying we're going to use all that data to 604 00:32:58,200 --> 00:33:01,000 integrate into get to this complete view of an individual. 605 00:33:01,300 --> 00:33:04,900 That's the right way to do it when you were talking earlier 606 00:33:04,900 --> 00:33:09,000 about your ecosystem, it seemed that That was also very much 607 00:33:09,000 --> 00:33:12,100 implied. That everything you think about 608 00:33:12,100 --> 00:33:17,400 you, do? You plan is about that scale, 609 00:33:17,900 --> 00:33:20,200 ultimately, for a data and analytics organization. 610 00:33:20,200 --> 00:33:24,500 You ask yourself three questions in my mind, is it repeatable is 611 00:33:24,500 --> 00:33:28,400 it scalable and as a government and then you get into, 612 00:33:28,400 --> 00:33:30,100 obviously, the related things of? 613 00:33:30,100 --> 00:33:32,900 Does it add value to the organization and those sorts of 614 00:33:32,900 --> 00:33:34,700 things? But if you're going to do this, 615 00:33:34,700 --> 00:33:38,200 with Maximum Impact repeatability, Adders and then 616 00:33:38,200 --> 00:33:39,700 going right along with repeat abilities. 617 00:33:39,700 --> 00:33:42,700 Can I scale it? And then the third piece to this 618 00:33:42,700 --> 00:33:45,700 is because of the scale of the impact. 619 00:33:45,700 --> 00:33:47,800 We're now having you have to properly, govern it. 620 00:33:48,300 --> 00:33:51,600 Oh, by the way, you go back three-plus decades ago when I 621 00:33:51,600 --> 00:33:55,400 started, we didn't have any of those concerns because our data 622 00:33:55,400 --> 00:34:00,300 sources were all your day nor established and very structured 623 00:34:00,300 --> 00:34:02,200 situations. They were government statistics 624 00:34:02,200 --> 00:34:05,500 or they do US Census or they were marketing research, 625 00:34:05,500 --> 00:34:08,500 surveys. So the Questions around 626 00:34:08,500 --> 00:34:12,500 scalability or governance were not really questions for us 627 00:34:12,500 --> 00:34:14,800 because we didn't have those issues. 628 00:34:14,800 --> 00:34:18,600 We were dealing with things that were so structured to begin 629 00:34:18,600 --> 00:34:20,900 with. The US Census been around since 630 00:34:20,900 --> 00:34:25,699 1790 and there's actually data from the US Census from 1790 631 00:34:25,900 --> 00:34:30,600 most economic statistics on the US, are out there from 1949 on 632 00:34:31,000 --> 00:34:35,400 and the construct of the data has been preordained for all of 633 00:34:35,400 --> 00:34:37,900 us and oh by the way, the governance of it Is what are you 634 00:34:37,900 --> 00:34:40,900 worried about? The data from You're a labor and 635 00:34:40,900 --> 00:34:45,300 statistics has no restrictions in terms of usage, now you can 636 00:34:45,300 --> 00:34:48,400 misinterpret it, which is a separate issue, but then we get 637 00:34:48,400 --> 00:34:52,100 into the 90s and then suddenly the world changes on its head 638 00:34:52,100 --> 00:34:54,800 because For the First time, we're able to capture 639 00:34:55,199 --> 00:34:59,900 transactional data at scale or observational data at scale, and 640 00:34:59,900 --> 00:35:03,000 then the whole world opens up to us around, can we manage that 641 00:35:03,000 --> 00:35:04,900 data? Can we govern it? 642 00:35:05,100 --> 00:35:07,700 And not surprisingly, it was only in that period of time that 643 00:35:07,700 --> 00:35:09,500 governance really started to take off. 644 00:35:09,600 --> 00:35:12,100 Off both in terms of standardization quality as well 645 00:35:12,100 --> 00:35:15,300 as access controls. So that's a little bit of a 646 00:35:15,308 --> 00:35:18,900 history lesson for everybody, but when you think about it, go 647 00:35:18,900 --> 00:35:21,700 down that path and then you go out the next five to ten years. 648 00:35:21,700 --> 00:35:25,500 And you say what's next? Well, what's next is the next 649 00:35:25,500 --> 00:35:29,300 generation of that is, is an even faster, leap, or bound, 650 00:35:29,300 --> 00:35:34,100 because the ability to make sense of it with limited latency 651 00:35:34,100 --> 00:35:36,100 is the next big Horizon for all of us. 652 00:35:36,600 --> 00:35:39,500 We have a couple of questions from Twitter and I'm going to 653 00:35:39,700 --> 00:35:43,500 Ask you to answer these quite quickly because we're simply 654 00:35:43,500 --> 00:35:46,600 going to run out of time. So the first one again from our 655 00:35:46,600 --> 00:35:48,900 Salon con is it's an interesting one. 656 00:35:49,000 --> 00:35:54,400 Do all teams have the same resources to collect manage and 657 00:35:54,400 --> 00:35:57,200 share their data. No. 658 00:35:57,800 --> 00:36:03,100 So we are see variability by all 32, but all 32 are making 659 00:36:03,100 --> 00:36:07,900 substantial investments in this area and then related to that. 660 00:36:07,900 --> 00:36:11,000 What is your actual Ation ship with the team. 661 00:36:11,000 --> 00:36:15,300 So you work for I was going to say Central HQ, but that's not 662 00:36:15,300 --> 00:36:18,000 right. The team is might have an issue 663 00:36:18,000 --> 00:36:20,300 with that. Rises it a Trade Organization. 664 00:36:20,300 --> 00:36:23,100 So that's probably the right way, but we were closer 665 00:36:23,100 --> 00:36:26,400 relationship with all 32 clubs. There are in essence, our board 666 00:36:26,400 --> 00:36:29,400 of directors, and from a data and analytic standpoint. 667 00:36:29,400 --> 00:36:31,900 It's an incredibly close working relationship. 668 00:36:31,900 --> 00:36:35,900 They leverage us for a set of capabilities and services. 669 00:36:36,300 --> 00:36:41,100 They leverage us to help Drive And then within the fan 670 00:36:41,100 --> 00:36:43,400 environment, we are the organization. 671 00:36:43,400 --> 00:36:46,100 That's brought all the data and analytic capabilities together 672 00:36:46,300 --> 00:36:49,800 that all of them, consume and then another one from Twitter 673 00:36:49,800 --> 00:36:55,600 from Chris Peterson who says how do the multi-use stadiums and 674 00:36:55,600 --> 00:37:01,000 their Data Systems including Wi-Fi and cellular access 675 00:37:01,000 --> 00:37:06,200 points, steer data to the NFL during game. 676 00:37:06,200 --> 00:37:10,900 So I think what he's asking is as the The data is Flowing 677 00:37:10,900 --> 00:37:13,300 around the stadium. How do you guys get it? 678 00:37:13,500 --> 00:37:14,900 Yeah. Actually it's the club's 679 00:37:14,900 --> 00:37:17,900 responsibility at that point in time and then there are specific 680 00:37:17,900 --> 00:37:22,700 data elements that the club share with us all visible and 681 00:37:22,700 --> 00:37:26,300 transparent to the fan and and all properly governed. 682 00:37:26,600 --> 00:37:31,100 So that again that governance is a is a crucial aspect governance 683 00:37:31,100 --> 00:37:33,000 governance governance. If anybody's trying to set up a 684 00:37:33,008 --> 00:37:35,200 data and organization from scratch, I encourage you to 685 00:37:35,200 --> 00:37:38,200 start with data governance. Love it Paul. 686 00:37:39,600 --> 00:37:42,100 Have to do this. You probably are going to expect 687 00:37:42,100 --> 00:37:43,900 it. Your you probably thought you 688 00:37:43,900 --> 00:37:46,800 were in the green and you you're going to get away on Skate. 689 00:37:47,400 --> 00:37:50,400 I'm going to ask you to tell a data story and that data story 690 00:37:50,400 --> 00:37:53,700 is going to be about one big moment that happened this year. 691 00:37:53,700 --> 00:37:57,600 And that was the fact that you had Rihanna as the halftime 692 00:37:57,700 --> 00:38:00,500 performer in the Super Bowl. Did the floor is yours? 693 00:38:00,500 --> 00:38:02,400 I just looking for data story on that. 694 00:38:02,400 --> 00:38:06,300 Well, it's interesting because halftime shows historically have 695 00:38:06,300 --> 00:38:09,200 given us pop in terms of viewership. 696 00:38:09,500 --> 00:38:12,400 We track that very closely, and we track. 697 00:38:12,600 --> 00:38:15,600 Wow, it's giving us pop. So, I've got all the data and 698 00:38:15,600 --> 00:38:20,100 yeah, but she did a great job and we got substantial lift, you 699 00:38:20,100 --> 00:38:24,300 saw the 200 million viewers and, and the tracking that we've 700 00:38:24,300 --> 00:38:26,700 released recently well soon. See, all of that. 701 00:38:26,700 --> 00:38:29,500 As we saw last year, we had about twenty six million 702 00:38:29,500 --> 00:38:31,900 additional viewers. We estimate that came in for the 703 00:38:31,908 --> 00:38:35,500 halftime show on top of 208 million viewers overall. 704 00:38:35,800 --> 00:38:38,500 So we look at all of them. We share it with the companies 705 00:38:38,500 --> 00:38:41,100 that are working with. Some talk about it and see what 706 00:38:41,100 --> 00:38:43,500 insights we have. We spent a lot of time. 707 00:38:43,500 --> 00:38:46,900 Looking at what else we can do to drive more viewership and 708 00:38:46,900 --> 00:38:50,800 more energy and more positivity. So it will all it's all getting 709 00:38:50,800 --> 00:38:57,200 examine reviewed top to bottom, but this year's Super Bowl was 710 00:38:57,200 --> 00:38:59,600 an A+. And the data is confirming that 711 00:38:59,600 --> 00:39:02,700 it was an A+ than just like last year with an A+, wait, an 712 00:39:02,700 --> 00:39:07,300 exciting game and tastic. See, you had weakened the fault 713 00:39:07,300 --> 00:39:09,800 of the following, you heard the previous year, and then you had 714 00:39:09,800 --> 00:39:12,400 Rihanna the following year. The question I have there is 715 00:39:12,400 --> 00:39:17,000 like there was also covid the covid elevate, your data 716 00:39:17,000 --> 00:39:19,900 collection abilities, because it seems like post covid. 717 00:39:19,900 --> 00:39:23,800 You've just nailed it. I would say, post covid and 718 00:39:23,800 --> 00:39:28,000 everything going on with the league, prompted us to make some 719 00:39:28,000 --> 00:39:32,000 additional Investments and data analytics is one of them. 720 00:39:32,000 --> 00:39:35,000 So, if you look at the last couple of years, coming out of 721 00:39:35,000 --> 00:39:38,300 covid, we did a lot of data collection and covid, because we 722 00:39:38,300 --> 00:39:41,500 had 22. Maintain Health, as well as keep 723 00:39:41,500 --> 00:39:44,200 the game going. And that was important for us. 724 00:39:44,200 --> 00:39:48,300 But covid, as well as other things are probably a forcing 725 00:39:48,300 --> 00:39:51,800 factor for us to put more emphasis and the area that I'm 726 00:39:51,800 --> 00:39:54,600 fortunate enough to be responsible for, but there's 727 00:39:54,600 --> 00:39:57,600 other things going on as well. The fragmentation of media and 728 00:39:57,600 --> 00:40:00,800 how content is being consumed. Those are really, really big 729 00:40:00,800 --> 00:40:04,400 forcing functions for us as well because to the credit of the 730 00:40:04,400 --> 00:40:08,600 commissioner and and the senior officers of the league, they are 731 00:40:08,600 --> 00:40:10,100 being forwarded. Word leaning. 732 00:40:10,100 --> 00:40:13,300 And there's a heightened state of let's be prepared for the 733 00:40:13,300 --> 00:40:15,600 future and not just rest in our current success. 734 00:40:16,100 --> 00:40:22,000 So as we finish up, can you talk to us a little bit about where 735 00:40:22,000 --> 00:40:26,500 this future is going? And I'm particularly interested 736 00:40:26,500 --> 00:40:32,600 in this to use an old term multimedia environment that we 737 00:40:32,600 --> 00:40:36,400 live in. So, maybe talk to us about any 738 00:40:36,400 --> 00:40:39,300 aspects of that, it's exciting as you and I have talked about 739 00:40:39,500 --> 00:40:43,100 For my day-to-day job is incredibly eclectic everyday is 740 00:40:43,100 --> 00:40:45,700 interesting because there's something new and exciting and 741 00:40:45,700 --> 00:40:48,100 player health or is a lot going on officiating. 742 00:40:48,100 --> 00:40:51,300 And course, all the fan work, but an area that really piques. 743 00:40:51,300 --> 00:40:54,800 Our interest is the current and future state of how content is 744 00:40:54,800 --> 00:40:59,100 being consumed and why that's important for us is, we want to 745 00:40:59,100 --> 00:41:01,700 understand this better. We want to understand this 746 00:41:01,700 --> 00:41:04,900 better, so we can share with our partners and help them activate 747 00:41:04,900 --> 00:41:06,600 their relationship with us better. 748 00:41:07,000 --> 00:41:09,800 All the partners and sponsors. We want to share it to Make sure 749 00:41:09,800 --> 00:41:12,500 that the things were investing in and putting emphasis on or 750 00:41:12,500 --> 00:41:16,500 driving, so, think about fantasy football, for instance, or all 751 00:41:16,500 --> 00:41:19,700 the things we're doing on social media and then it also gives us 752 00:41:19,700 --> 00:41:24,800 the opportunity to be out in front of where things may pivot 753 00:41:24,800 --> 00:41:27,600 and try to get as much of an early warning on that as 754 00:41:27,600 --> 00:41:30,500 possible. So early days, but very exciting 755 00:41:30,500 --> 00:41:32,800 for us. We feel very fortunate that 756 00:41:32,800 --> 00:41:34,900 we've been able to crack that code a bit. 757 00:41:35,400 --> 00:41:38,300 And and cracking that code, we're spending a lot of time 758 00:41:38,300 --> 00:41:41,000 with ourselves in the Figuring out what we can do with it. 759 00:41:41,000 --> 00:41:44,500 Because, again, big question is, can you bring it to life? 760 00:41:44,500 --> 00:41:47,700 It's great to have the science, the science. 761 00:41:47,700 --> 00:41:49,900 When you're in a business setting has to add value. 762 00:41:50,300 --> 00:41:54,200 Well, one thing before we go, I want to thank you for 763 00:41:54,700 --> 00:41:58,600 leveraging. All of the best technology from 764 00:41:59,500 --> 00:42:02,900 across the world really and bringing that to create a 765 00:42:02,900 --> 00:42:05,500 cohesive experience. I mean, one example that I've 766 00:42:05,500 --> 00:42:10,700 seen just in my few years as a fan is The NFL is one of the few 767 00:42:10,700 --> 00:42:13,400 places where you can get the best out of Amazon. 768 00:42:13,400 --> 00:42:17,700 Google Apple in many more to way too many for me to name and 769 00:42:17,700 --> 00:42:21,600 that's not true. Anywhere else in maybe I do like 770 00:42:21,600 --> 00:42:25,300 that about that info as a techie, it is quite a blessing, 771 00:42:25,700 --> 00:42:27,800 our partners like working with us. 772 00:42:28,700 --> 00:42:32,500 And as we like to say, we like working with them and it's been 773 00:42:32,500 --> 00:42:35,700 an enjoyable, part of my role coming in because of the 774 00:42:35,700 --> 00:42:39,800 technology side of my job and I external technology, Those are 775 00:42:39,800 --> 00:42:43,800 great to work with quick. Question under the wire before 776 00:42:43,800 --> 00:42:47,400 we go from Twitter. Do some people consider 777 00:42:47,400 --> 00:42:51,100 governance as just another form of red tape? 778 00:42:51,600 --> 00:42:54,100 One of the favorite stories I like to say about governance is 779 00:42:54,100 --> 00:42:57,100 my first leader and data governance, which is almost 30 780 00:42:57,100 --> 00:42:59,700 years ago, when I put her in the role. 781 00:42:59,700 --> 00:43:02,200 She spent. She's tell me these stories. 782 00:43:02,200 --> 00:43:05,500 You'll probably spend 100% of my time explaining to people that 783 00:43:05,500 --> 00:43:08,700 I'm not the police. We're really what she was about 784 00:43:08,700 --> 00:43:12,000 was to make We had standards and consistency, and we're using 785 00:43:12,000 --> 00:43:15,300 data appropriately, which actually opens doors for people 786 00:43:15,300 --> 00:43:17,900 to leverage data, the exact opposite. 787 00:43:17,900 --> 00:43:21,800 So, somewhere down the road, maybe we'll change the language 788 00:43:21,800 --> 00:43:25,300 from governance because it does sound like, it's some type of a 789 00:43:25,300 --> 00:43:28,600 police action versus. It's an enablement action. 790 00:43:28,600 --> 00:43:30,700 And if you do it right, it's all about enablement. 791 00:43:31,000 --> 00:43:35,000 And on that note, unfortunately, we're out of time. 792 00:43:35,000 --> 00:43:39,300 I want to say a huge. Thank you to Paul ba Lu from the 793 00:43:39,500 --> 00:43:42,200 National Football League. Thanks, thank you so much, Paul, 794 00:43:42,300 --> 00:43:44,500 for taking your time to be with us today. 795 00:43:44,800 --> 00:43:46,800 You're welcome. Michael is great to see you. 796 00:43:47,700 --> 00:43:52,200 And I also want to say a huge thank you to Q Harrison Terry 797 00:43:52,400 --> 00:43:55,700 for being the co-hosted. A queue is a really interesting 798 00:43:55,700 --> 00:43:59,400 discussion, it was and I'm always excited to be here. 799 00:43:59,400 --> 00:44:03,000 Thank you for having me and Paul has been a pleasure and 800 00:44:03,000 --> 00:44:05,500 everybody. Thank you for watching. 801 00:44:05,500 --> 00:44:08,100 Especially those folks who asks such excellent questions you 802 00:44:08,107 --> 00:44:10,000 guys are such great. Audience. 803 00:44:10,000 --> 00:44:12,800 You guys are very smart intelligent sophisticated. 804 00:44:12,800 --> 00:44:17,300 So always ask those questions. Now before you go, this is 805 00:44:17,300 --> 00:44:21,800 important. Be sure to subscribe to our 806 00:44:21,800 --> 00:44:25,300 YouTube channel and hit the Subscribe button at the top of 807 00:44:25,300 --> 00:44:28,400 our website so we can send you our newsletter and notify you of 808 00:44:28,400 --> 00:44:32,100 upcoming live shows. Thank you so much everybody. 809 00:44:32,100 --> 00:44:34,400 I hope you have a great day and we'll see you soon.