Can Analytics Predict where Peyton Manning will end up Playing in 2012?

I have to admit upfront that I know little to nothing about football, which is a good thing presently, proving that the following is truly unbiased opinion. It is my goal to see if the power of free analytics tools and social analytics can predict who Manning will sign with.

I started my quest with Google News where I found countless articles predicting which team was going to sign Manning. As of this morning, it looks like the following teams are in favor: Arizona Cardinals, Denver Broncos, Houston Texans, Miami Dolphins, San Francisco 49ers and the Tennessee Titans.

After my search on Google News, which showed how much attention he is receiving, I moved on to Google Insights for Search as the best way to get a pulse on where that attention is coming from. After filtering out the last 7 days of data, I found that Indiana, Kansas and Colorado were the top trending from a Regional Interest standpoint.

When I drilled down the top 3 by interest level, I found that Colorado was the only one with increasing relative growth. 


Then I moved on to monitoring social channels. The social analysis I conducted measured the Denver Broncos as the only team with the most positive sentiment and a share of voice. Below are some examples of my research and analysis of sentiment. 

In the end, forecasting who Manning will sign with based on search and social analytics doesn’t lead me to a definite answer. I can’t confidently predict who Manning will sign with, but I can say that data points to the Denver Broncos having the most loyal and positive fans

In this generation, we have become immersed with anything that is measurable. It’s such a cliché to say “Don’t just present data, tell a story” because it’s rarely followed. I’m confident that you’ve sent out reports with lots of data with 6-size font and some pies and stacked bar graphs thrown in. The key of any good marketer is getting behind the data. Statistics are not engaging stories; you have to illustrate the meaning behind the data by drawing insights. 

Where do you draw your insights?

A. Gut feeling, opinions and theories

B. Structured data, analytical stats and roadmaps


You should be drawing from BOTH.  


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