SAP, the B2B enterprise software company, would like to get to know its "customers' customers" and so has devised a way to hopefully meet several million of them on Feb. 2, during Super Bowl XLVIII.
In a warehouse on Long Island, SAP has constructed the NFL Stats Zone with Insights From SAP—a little house of sorts that it plans to pack up and reassemble on Super Bowl Boulevard, a 13-block stretch of Broadway that will feature football-themed attractions beginning Jan. 29.
An enormous display outside the Stats Zone will feature social media analytics—or, the Super Bowl's social pulse, as taken by SAP's NetBase real-time analytics tool. NetBase near-instantly scans Facebook, Twitter, other social media sites, blogs and really a large swath of the Internet, looking for keywords and making sense of the content it finds.
SAP's Super Bowl analysis will include fantasy player of the year stats, player vs. player comparisons, team comparisons, word clouds showing trending topics, a geographic display of fan support and sentiment questions.
In the chilly warehouse three days before its move to Times Square, the display outside the Stats Zone showed attractive, changing graphics and asked, "Which team are fans most passionate about?" It then showed the breakdown by week of which team had come up in positive conversations most often. (The scores were based on a scale from minus 100 to plus 100. If three negative things and three positive things came up in the search, for example, the score would be zero.)
Other questions will include: Do fans prefer talking about the game or halftime show? Which quarterback has the most passionate fans? And, do fans want it to snow on Super Bowl Sunday?
As of the data on the morning of Jan. 23, 65 percent of fans are hoping for snow on game day.
"Our goal is to make fans smarter," said Ben Richards with GMR, the marketing agency SAP tasked with designing and executing the Stats Zone. "We have real data, and we want to share it."
People tend to glaze over when SAP explains what it does.
"But when we talk about it in terms of Fantasy Football, people get excited," said Dan Fleetwood, SAP's group director of world sponsorships.
When the NFL wanted to increase enrollment in its Fantasy Football league last summer, SAP partnered with it to build a Player Comparison Tool that enabled team owners to benefit from SAP's abilities to make sense of data.
"There are all of these choices to make. Do I sit this guy, do I start him? With the Comparison Tool you could look at parameters and compare them," said Fleetwood. (The NFL met its goal of increasing Fantasy Football enrollment by at least 25 percent.)