Blog Archives

‘Big Data’ Vs. ‘Traditional’ Marketing Research In The Sports Industry

POSTED: December 16, 2015

In his December posting, SLRG’s Jon Last speaks to the impact that Big Data is having on marketing research in the sports space. The adoption of advanced analytics has made an unprecedented impact in the way that general managers configure the rosters of their teams. As a sports marketing researcher and one of those guys […]

The Ultimate Sports Marketing (Activation) Fantasy

POSTED: November 10, 2015

In his November, 2015 Media Post column, SLRG’s Jon Last speaks to the ways in which the San Diego Padres and Callaway Golf’s recent “Links at Petco Park” promotion, was an exceptional example of effective sports marketing activation. Before there was social media, reality television or sports video games, we had “The Amazin” Bill Mazer. […]

POV: Building Proprietary Panels as a Marketing Tool and a Vehicle for Insights

POSTED: October 27, 2015

Panels are a cost effective way to get valuable insight from your best customers while solidifying their loyalty to your brand by involving them in an active and ongoing dialogue about how you run your business. Working with its clients, SLRG begins by creating an empanelment initiative that invites the best customers to become part […]

Still Bullish On Daily Fantasy Sports

POSTED: October 19, 2015

In his October 2015, Media Post column, SLRG President Jon Last suggests that recent controversy surrounding daily fantasy sports sites are overblown. One of the great hazards of writing this column several days in advance of its posting is that I don’t have the omniscience that would enable me to know how developing sports marketing […]

Value The Elusive ‘Event Enthusiast’

POSTED: September 9, 2015

In his September 2015 column, SLRG President Jon Last reflects on the importance of event enthusiasts and how successful sports marketers have cracked the code on this segment by elevating their marquee events into social happenings. Early in my career, my group was tasked with the development and implementation of a plan to increase ticket […]

5 Myths about Women Golfers

POSTED: September 2, 2015

In the September 2015 issue of HotLinks, SLRG helps uncover 5 myths about Women Golfers, helping to convey the notion that women golfers are just as serious about the game as men are.

POV : Will Big Data Disrupt Marketing Research?

POSTED: August 17, 2015

There’s been an ongoing popular debate among insights professionals regarding the utilization of behavioral data (BIG DATA) as a surrogate for or even a disruptor of traditional market research. The disruption argument gets the headlines, but it strikes me that the more thoughtful discussion should be about how the two complement each other. Behavioral data […]

Who You Talkin’ To?

POSTED: August 17, 2015

In his August 2015 column, SLRG President Jon Last offers guidance and surfaces the potential dangers that sports marketers can encounter if they fail to properly frame the respondent sample for research. It wasn’t that long ago that marketing research and consumer insights were largely afterthoughts in the world of sports marketing. Who needed research? […]

My Own Derek Jeter, All-Star Moment

POSTED: July 14, 2015

In his July 2015, Marketing: Sports column, SLRG President Jon Last looks at baseball’s all-star season as an opportunity to reflect on the sports marketing lessons that coaching youth sports has reinforced. It’s totally presumptuous for me to compare myself to Derek Jeter. I’ve been fortunate enough to meet him and his family and to […]

Study examines pleasing Millennials. Too much marketer focus on that group.

POSTED: June 25, 2015

SLRG President Jon Last shares his thoughts on why marketers may be trying too hard to resonate with millennials with Research Business Daily Report’s Bob Lederer.