LIV GOLF - Ross Antrobus, VP Insight, Analytics & Loyalty. Part 2. How can insight fuel intuition? Launching an insurgent brand; demonstrating value to sponsors; optimising the broadcast experience; advice for agencies.

The FutureView podcast is published in conjunction with InsightPlatforms.com

Part 2 of a two-parter with Ross Antrobus, VP Analytics, Insight & Loyalty at LIV Golf, the new tour aiming to supercharge and modernise the world of golf.  Prior to joining LIV, Ross was the Head of Research at the Football Association, which also informs our discussion...

Among other areas, we cover.... 

• Developing LIV's broadcast proposition
• Evaluating effectiveness for sponsors
• Launching an insurgent brand
• Encouraging participation in golf
• Understanding event experience
• Melding data sources
• Advice for agencies
• Ross's best and worst qualities! 

And Ross's book recommendations:

POM POM GETS THE GRUMPS - Sophy Henn

THE SMART BRANDING BOOK - Dan White

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

Suggestions, thoughts etc to futureviewpod@gmail.com

Chapters

• 1:08 Developing LIV's broadcast proposition
• 2:37 In the moment vs recall based methodologies
• 5:47 Evaluating effectiveness for sponsors
• 7:55 Launching an insurgent brand
• 10:34 Encouraging participation in sport
• 12:21 Event experience & multiple data sources
• 15:51 Advice to make your way in the industry
• 19:35 Advice for agencies
• 25:09 Ross's mentors & what he learnt from them
• 26:50 Quickfire round