Luc Osborne: “Data analytics powers everything we do”

This week Luc Osborne, VP of Marketing Insight & Analytics, spoke at the Sports Tech Innovation Forum, run by Broadcast TECH at the London BT Studios. Luc was one of three experts talking about how companies are using data to bring sports broadcast to life and engaging fans.

Tech Fest 2018 centres on four free-to-attend events held during October and November – the Media & Entertainment Security Summit; IP & Remote Production Summit; Archive Forum; and Sports Tech Innovation Forum.

Joined by Paul Bojarski from Sceenic, Damien Cullen of the FA and chaired by international editor Jessica Goodfellow, the three were asked a series of questions, ranging from data usage in sports broadcaster to markets DAZN are looking at in the future. Here’s what Luc had to say:

“Our whole consumer proposition is powered by tech. It’s important that we think about everything from the consumers point of view. Consumers want to access their sports content in the easiest way possible. Our fundamental belief is that it’s wrong that sports fans have to pay £50, £60, £70 a month to watch their favourite sport. DAZN is helping to deliver a more accessible, affordable and convenient way for sports fans to watch their favourite sports around the world.”

Jessica Goodfellow then asked, how do DAZN utilise the data it receives?

“Data analytics powers everything we do. We’re fortunate at DAZN that we can track all the content that our viewers are watching, when they’re watching it and on what devices – to create a rich understanding of their behaviour. What’s key with that data is using it to make the experience better for our customers.

There are two ways we do this, firstly through implicit personalisation which is learning from what they’ve watched previously and surfacing similar content to them in the future. The other element is giving consumers the power to choose, setting up favourites and alerts – this allows people to find content as easy as possible and giving them the tools to do this.”

Credit: Alicia Clarke

Leading on from this, Luc was then asked if giving fans a personalised experience could be at the expense of not letting them explore freely:

“It’s important that we let consumers find content and explore sports and do not restrict what they might want to watch. We need to balance recommending relevant content based on their prior viewing with new content which we think they might want to watch. What’s key is that we use data to constantly learn. When consumers respond to the offerings we recommend, either positively or negatively, we learn from that and tailor it to future content offerings.”

Luc then spoke about the importance of social platforms in sports broadcasting:

“The distribution of the content is key, we want to make sure people can watch our service on as many devices as possible. The emotional and social connection of sport is very strong, for DAZN it’s important you can have that experience in your living room. There is a role for technology to connect to people, whether that’s audiences talking to each other or engaging with the live game. The biggest challenge for digital platforms is that we don’t lose that social component of sport.”

A more recent issue, Jessica asked if latency is an issue and how DAZN deal with it?

It’s a big challenge for the industry. Streaming live sports is not easy – a minute latency could mean everything to a fan. We are tirelessly focusing on this, we’re building so much so fast, but our primary focus is on solving the basics. This means watching the sport you want, with as little latency as possible, and this is something we will never stop working on.”

And finally, the crowd asked what markets DAZN will launch in next?

“We’ve just announced that DAZN will be launching in Spain, and we’ve got other markets coming up, but we’re aiming for world domination so read into that how you will!”