在富比世网站上看到了一篇关于摔角与数据的专文
由于本身是数据科学家，也是多年的摔角爱好者
觉得这篇专文很有趣
故翻译与版友们分享
个人如欲转录译文请标注出处及译者
记者如欲使用请先站内信联系本人
原文网址: https://goo.gl/k0CrTY
Big Data and Wrestling? WWE Uses Data to Guide Success
大数据与摔角？WWE用数据指引成功方向
作者 Bernard Marr
OK, so the WWE may not be real wrestling (the organization doesn’t
even use that term to describe its “performers” or the
“sports entertainment” it produces) but it is big business.
And that business is shifting thanks in large part to big data.
好的, WWE可能算不上纯摔角(WWE甚至不用这词汇称呼他们的出场者跟运动娱乐)
但他的确是门大生意, 而这门生意正在转变中, 有很大一块归功于大数据.
For many years, the WWE’s highest revenue stream was selling
pay-per-view (PPV) events on cable. But in 2013, the company
took a huge risk and decided to take its own network digital,
creating an Over The Top platform that cut out the cable middleman.
多年以来, WWE 最多的收入来自于贩售有线电视的PPV. 但在2013, 公司冒着
很大的风险, 决定将自己的网络数位化, 设立OTT平台, 摆脱有线电视这中间人角色.
The decision to create and offer OTT programming drew a lot of
criticism from people suggesting that it would hurt the WWE’s
revenue from PPV events on cable, which typically cost $45–$50 each.
设立OTT平台的决定招致许多的批评, 表示这将损及WWE来自有线电视的PPV收入,
一般来说每次的收费是45-50美元.
But the WWE saw multiple benefits from offering their OOT subscription
service to viewers for $9.99 a month, and one of the biggest was the data.
“We can now track when they are watching, what device they are using,
how long they are watching,” Michael Wilson, WWE’s chief revenue officer,
said at the at the NeuLion Sports Media & Technology Conference.
然而WWE看见了提供给用户每月9.99元订阅OTT服务的多样好处, 其中最大的一项是资料.
WWE的营收长Michael Wilson在NeuLion Sports Media & Technology Conference上
表示,"现在我们有办法追踪用户在看什么, 用什么装置, 看了多久"
Before, they could only rely on Nielsen ratings, which only gave them a
high-level view. Controlling the content on an OOT platform provides
access to a flood of new data about consumer viewing habits and preferences.
过去, 他们只能依靠尼尔森提供的高层次观点的收视报告. 控制OTT台的内容, 代表
著有了能力获取有关客户习惯与偏好的大量资料.
A year into its experiment, the WWE reported more than a million active
subscribers. Those subscribers produced plenty of data, which showed
some interesting trends. For example, 90 percent of subscribers watch
WWE programming at least once a week. Two-thirds of the platform’s
traffic is for video-on-demand programming (VOD) instead of watching
PPV events live. And 36 percent of users access the content via mobile.
经过一年的试验, WWE获得了超过一百万的活跃订户. 这些用户产生了大量的资料,
并揭露了些有趣的趋势. 例如, 有90%的订户每周至少看一次WWE的节目. 2/3的流量
来自于VOD(随选视讯)节目, 而非看PPV实况转播. 36%的用户使用行动装置收视.
“That was an aha moment for us,” Wilson told Variety. “
A lot of our fans aren’t going to watch a three-hour pay-per-view
if they’re watching on their phones in between their breaks at work.
Short form content will play a larger role. I don’t think we would
have known that going into this.”
"我们好像突然明了了些什么", Wilson告诉Variety Media, "我们的粉丝
不会在上班的休息时间用手机看三个小时的PPV. 较短的内容将扮演更重要的角色.
我不觉得我们过去能如此深入了解这些"
This data has enabled the company to build teams and strategies around
providing the content consumers want. The company has turned its focus
to creating shorter, more “snackable” content for the OOT platform,
more than doubling the hours of VOD programming available in the first
year alone.
资料使得公司能够建立可以提供消费者想要的内容的团队与策略. 公司将焦点转向
在OTT平台上建立较短的, 更"零食化"的内容, 比起第一年, VOD的节目时数倍数成长了.
Overall, the strategy seems to be going well. The platform doesn’t
have to cannibalize content from its flagship programs on cable,
which are also seeing ratings boosts. Even YouTube subscriptions were
up for the WWE in 2015.
整体来说, 这策略看起来发展得不错. 平台并不需要分食有线电视上的主力节目,
这些节目仍然持续成长中. Youtube上的订阅人数在2015也持续地成长.
In early 2016, the company reached 1.8 million subscribers after a
free-trial offer that coincided with WrestleMania. The company also
said online video views for the event reached 65 million across
social media (Facebook, Twitter, Instagram, Snapchat, Vine, and YouTube),
representing an 87% increase over the previous year. And WrestleMania
had a record 10.9 million social media fan engagements.
2016年初, 在WrestleMania同期提供免费试用, 使平台达到了180万的订户.
有关WM的线上影片跨社群媒体(FB, 推特, IG, Snapchat, Vine, 水管)收视数
来到了6,500万, 比起前一年有了87%(不能再高了)的增长. 社群媒体上WM的
粉丝互动数达到了1,090万.
All this data is a boon for a company that has made its mark by
understanding what its customers want to see and delivering.
这些资料对于一个靠着了解客户想看什么并提供之的公司而言, 真是天大的恩赐.
In fact, reports suggest that the WWE is now also choosing matchups
based on consumer data. A second-string character named Goldberg will
face star Kevin Owens at the WWE Universal Championship at Fastlane.
Some fans were perplexed why a part-time character would get top
billing, but analysts suggest it comes down to data: Goldberg’s
DVD sales, viewership, and popularity in a WWE video game suggest
putting him in a headliner position is good business.
事实上, 报告指出WWE现在也基于消费者的资料决定对战组合.
第二线选手Goldberg将在Fastlane上与Kevin Owens争夺环球冠军.
有些粉丝对于为何挑选兼差选手打顶级赛事感到困惑, 然而分析师建议让资料说话:
Goldberg的DVD销量, 收视数, 以及在电玩内的热门程度,
将他摆在头条的位置, 将会是门好生意.
And, since WWE matchups are only loosely based in any sort of
sporting reality, they can act on that data and choose
whomever they want to go into a championship match.
而且由于WWE的对战组合, 比起现实的任何运动, 都是非常松散有弹性的, WWE可以
基于资料决定他们想让谁打冠军赛.
Bernard Marr is a best-selling author & keynote speaker on business,
technology and the effective use of data. To read his future posts
simply join his network here.
基于完整性这段照贴但我就不翻了