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We’ll host an event over a two-week window and during that two-week window, we’ll probably run four to five days and it’s really dependent on weather, wind and wave quality. So the commissioners look at the conditions every morning and decide if they run or not. We don’t typically know until 15-20 minutes before an event that it’s going to happen that day. Imagine the head of marketing for NFL not knowing until 15 minutes before the coin toss whether they’ll play a game that day. Because of this, we absolutely had to connect with our fans through digital channels and create a one-to-one connection in real time to let them know what was happening with competitions. How has that reality changed your media investments? We had to be able to distribute our content through our digital channels, including our website and, later, our app. It’s also really hard to do TV deals when you can’t tell broadcasters when you will run an event or how long you will run an event, so we leaned heavily into social platforms like Facebook, Twitter, YouTube, Instagram and Snap right off the bat. About five years ago, we went through a dating period with a number of different analytics platforms and, after about a year, we decided Google Analytics 360 would be the platform with the most flexibility, knowing we were moving toward being a big distributor of video. As we kept building more tools and toys like our mobile apps and connected device integrations, we kept feeding all of the data into Google Analytics and, about two and a half years ago, I found myself looking at Facebook and YouTube analytics, pulling in what I could from Instagram and Twitter and ads [data] from 15 different sources. All of these spreadsheets and information were kind of spread everywhere.
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