AI Case Study

US Open Tennis used computer vision to analyse social media activity to determine the value generated by each sponsor, placement and network during the 2017 US Open

US Open Tennis was able to analyse social media activity around the 2017 US Open with advanced vision machine learning. This allowed them to determine the value generated by each sponsor, placement and network. It found $3.14M of total media value and 18.32M engagements with Mercedes-Benz and Emirates receiving the most value.

Industry

Consumer Goods And Services

Entertainment And Sports

Project Overview

"During the 2017 US Open, GumGum's computer vision technology analyzed all social media activity to determine the value generated by each sponsor, placement and network." It could answer questions of how much value did each sponsor get? What were the top physical locations for sponsorship? What were the top social networks?

Reported Results

They "found $3.14M of media value and 18.32M engagements" with "Mercedes-Benz earned the high media value at $496K followed by Emirates at $364k."

Technology

Deep vision.

Function

Marketing

Campaign Management

Background

Measuring the value of marketing sponsorship has been a perennial challenge. For example at the US Open Tennis what is the value to American Express, Mercedes and J.P. Morgan in sponsoring and being visible around the tennis stadiums?

Benefits

Data

Social media imagery.