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Transmedia Marketing by Anne Zeiser

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CHAPTER 6 Research to Win

When preparing for the Super Bowl, football coaches and players spend countless hours studying video replays of their opponents to determine their strengths and weaknesses. They do this research to increase their chances of finding advantages for winning the big game. Yes, talent counts, but so does an intricate understanding of what you’re up against. Political campaigns slice and dice data about voters, districts, and key issues in order to win political offices. This kind of knowledge is valuable for leveraging opportunities before and during your project, sometimes in the moment.

We now live in an era of big data, which is seen as unapproachable because of the requisite statistics and math, or seen as or evil because ...

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