Dec12

How Fantasy Football Helps You Make Better Marketing Decisions

thumbnailWe’re in the middle of December, and there are a few notable events on the horizon. With Thanksgiving and an early Hanukkah season behind us, and of course Christmas around the corner, the holidays are almost top-of-mind.

That is, unless you play fantasy football. If you do, then you know the fantasy football playoffs are about to get underway—and the value of analytics to your marketing efforts has never been more apparent than right now.

Wait…marketing? Weren’t we just talking fantasy football? Yes, we were, but if you’re headed to the playoffs and a shot at championship glory, you know it’s largely based on the quantifiable research and analysis you’ve done along the way.

If you do them right, fantasy football and marketing have a lot in common. For example, both require you to formulate a strategy and identify KPIs (key performance indicators). These critical analytics methodologies will inform your ongoing decisions in both marketing and fantasy football.

In fantasy football, you’ll use predictive modeling in the form of mock drafts, regression analysis to gauge free-agent pickups and trade offers, and define success benchmarks for both individual players and your team. In other words, you’ll construct a solid analytics foundation that will be a key component to your success.

This same approach should be taken when it comes to clients and their brands. Acronyms including ADP (average draft position), FPG (fantasy points per game) and PPR (point per reception) are often hot topics amongst fantasy footballers. Marketing metrics such as CPL (cost per lead), CR (conversion rate) and ROAS (return on ad spend) are talking points amongst anyone with input on marketing strategy.

Fantasy football success depends upon your ability to assess each player’s value relative to their position and put together the strongest lineup you can. Your brand’s success is no different. With an effective analytics approach as the basis, the optimal marketing mix can be achieved.

Enjoy the holidays and good luck in the playoffs! And if you’re not into football, fantasy baseball starts in a few months. Get out your calculators.

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