By the time Roger Federer was presented as the winner of Wimbledon, almost three million tweets had been sent, received and analysed to understand the sentiment towards players as they took the court. Which begs the question – while Federer won on the tennis court, did he win in the court of public opinion?
My IBM Cognos Insight challenge this week was to find out.
After quickly dragging the Excel data file into the Cognos Insight workspace, it wasn’t long before I started to draw some interesting conclusions. Even though Federer was the ultimate winner, it was Andy Murray who not only dominated the conversations with the most mentions and exclusive tweets, but also with the most positive sentiment.
As someone in a crazy timezone, unfortunately I didn’t get to watch many matches live. So I was quite surprised to see such negative sentiment appearing for Rafael Nadal. I can only assume it was his shock loss to Lukas Rosol that sent the Twitterverse into such a downward frenzy.
On the women’s side, Serena Williams not only took away the main prize, but also came in a clear winner in the positive sentiment stakes, with almost 50% of the exclusive mentions on Twitter.
The process of turning data into insight need not be a complex one – especially when time is of the essence. IBM Cognos Insight makes it easy to understand and draw conclusions within the confines of my own desktop. Better yet – to share this insight with my UK colleagues is simply a matter of emailing them my analytical workspace, or publishing to our centralised IBM Cognos platform.
It’ll be interesting to see the impact of Social Media influence on players’ sponsorship deals over the next few years. If you were selecting a player to represent your brand, would you choose social influence over player performance?