Insights, Marketing & Data: Secrets of Success from Industry Leaders

The NBA - Tessa Nyman, Consumer & Fan Insights Lead. How to use insights to build lasting connections with fans? Strengths, weaknesses & a holistic view on data strands; getting insights to land internally; how agencies can help (and hinder).

Jan 23, 2023

47:21

To kick off Season 2, we have a great guest: Tessa Nyman, Consumer and Fan Insights Lead at the NBA.

Building from positions at The Guardian newspaper group and Universal Pictures, Tessa now has over-arching responsibility for the NBA's consumer research. We discuss a wide range of topics, including how to build fan relationships, consolidation of multiple data strands, international considerations and advice for agencies, internal practitioners and anyone wanting to make their way in the industry.

The FutureView podcast is published in conjunction with InsightPlatforms.com.

This episode is brought to you by Interpret. Visit www.interpret.la to understand more about their suite of focused services and products to help companies create lasting impact in video games, tech and web3.

In this episode we cover:

Tessa's pathway and role in The NBA
Integrating different data strands
Working across content: publishing and movies
Use of ML and AI
How to generate impact internally
Differences across international markets
Advice for agencies

And Tessa's content recommendations...

PRIVATE EYE magazine

PODCASTS: The Guardian: Today in Focus, The News Agents, The Rest is Just Politics, You're Dead to Me.

All episodes available at https://www.insightplatforms.com/podcasts/

Suggestions, thoughts etc to futureviewpod@gmail.com