4C Insights is a data science and media technology company which provides its clients with advertising/content analytics, and marketing activation services.
Traditionally, they have worked with media agencies and brands to help them better measure, plan and buy media – ensuring they can deliver the right message, to the right people, at the right time.
In early 2016 they made the strategic decision to move into Sport in the belief that their existing broadcast content services, social media analytics and activation technology were perfectly suited to helping sports organizations and sports-relevant brands perform better.
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I had the pleasure of interviewing the Sports Sales Director for 4C Mr. Tim Lunn, who provided some interesting insight into the company and some key outlooks on moving forward in the world of sports technology, advertising, and analytics.
What are your initial impressions of 4C since you began working for the company and what plans do they have in place within the sports industry?
Lunn: “In my short time with 4C it is immediately apparent the ambition and rapid growth plan the business has put in place. There is a real belief that we can operate uniquely in the space between traditional TV – both content and advertising – and social media.
4C still retains its start-up mentality, which is evident by the constantly evolving product offering. Already I have seen the launch of our Sport Sync offering and our Advertising Analytics platform.
Our approach to Sport is to take some of our existing capabilities – analyzing broadcast, advertising & social media data and helping brands activate their campaigns – and applying them specifically to sports organizations, content creators and sponsors.”
As 4C strives to continue moving forward, what do you believe are the overall strengths that set this company above its competitors?
Lunn: “Currently there are many established sports market research companies who broadly sit within the same field as us. In the main they do an excellent job, and we continue to work with a number on selected projects, but our approach differs in that we are a data science and media tech business at heart.
We are therefore firstly focused on delivering solutions to clients which are real-time, Saas-based, and provide actionable insights. Furthermore, we see the research part as step one in a two-part process.
Once we have helped clients measure and plan their approach, the next step is activation – our Sport Sync solution being the perfect example.
We have built a technology that allows brands to advertise across social media around key sporting moments. We use live sports data feeds – goals, touchdowns, gold medals being won – to trigger real-time Ads across the major social platforms and digital advertising ecosystem. This will be used by a number of brands during Euro 2016 and the Olympic Games this summer. This analytics and activation combination is a true differentiator from others currently working within the sports industry.”
What were some of the most prevalent fears 4C faced when it was decided the company would move into the sports industry? Do you feel the company has overcome these fears?
Lunn: “The biggest threat is always creating a ‘me-too’ service that doesn’t offer anything beyond what is always prevalent in the market, and this is a central theme in any new product development discussion.
We have very much avoided that approach, and have been focused on the opportunities and success we can have in the space. In many ways it has been advantageous to come from a different sector entirely and look beyond some of the traditional approaches to sport.
Furthermore, the timing is critical. 4C’s current offering sits between television and social media – two of the most powerful platforms for sport. As these worlds further converge we believe we can help clients get a much more comprehensive understanding of their own global value, better identify and build partnerships across the industry, and reach their target audience more efficiently.”
As the company continues on its current path of growth/expansion, do you believe 4C will maintain the current collaborations it has with all of its partners?
Lunn: Absolutely. 4C has a number of valued relationships within sport and many other sectors, and believe it is a key part of our success. Personally, I always advocate working in collaboration with other businesses that share your approach and ethos. For example, 4C working on helping clients put a specific valuation on the exposure a sponsor might get within the live sports event. To achieve this we will work with the right partners, with the best technology, so that our client gets the best service possible.”
Where do you see the company in five years, and what does 4C need to do to make sure it is able to attain it?
Lunn: As you’re well aware the world of sports and technology are changing day-by-day so 2021 seems a long way off yet!
However, our expectation in the coming years is that sports organizations will evolve to be much more data and analytics-centric – both for their own benefit and that of their sponsors and brand partners.
Many sports leagues and teams are themselves beginning to think and act more like ‘brands’ in their own right, and we believe activation solutions such as our Sport Sync service can fit well with those that want a more advanced and measurable way of engaging with their fans.
We ultimately see ourselves playing a leading role in this evolution, working with a wide range of athletes, teams, leagues, federations and brands who want to better evaluate their position within the sports market and make better decisions. To achieve this will need to remain adaptable, creative and always looking for the next innovation.”
Any other interesting/insightful information that you feel readers should know and be aware of?
Lunn: “4C will be involved in some of the major sporting moments this summer, and we view 2016 as the first step in the process to establish the business as a leader in sports market research, sponsorship analytics and advertising activation.”
Only just beginning their journey, 4C will look to establish themselves even further as a leader in sports market research. If you’d like to learn more about 4C, visit their website and follow their progress to view examples of their work through a variety of sporting events this summer.