The ICC Cricket World Cup will be held in England and Wales from May 30th with the final being played at Lord’s on July 14th. Cricket has always been a numbers game, but utilising the data has increased remarkably in recent years with the advent of new technologies.
Big corporations and the ICC (International Cricket Council) are relying more on data and technology to ensure that their brands engage and appeal to the millions of cricket fans. The corporations are well aware that marketing during mega sports events has always been a global phenomenon as it has given brands a platform to reach a huge number of consumers. With the amount of data generated, it gives marketing and advertising companies a boost to adopt the best methodology in technology enabled marketing practices.
According to recent reports, media houses have forecast that storytelling will be one of the biggest marketing trends for big events in 2019, with social media playing a big part in this. During the ICC World Cup, the sports fan wants to engage with their cricket heroes as well as brands via social media platforms. Understanding data and using data capture techniques and analytics platforms during these campaigns will provide a more in-depth insight of the overall impact of the campaign. It will then help them in unearthing new insight to run their future campaigns.
Some analysts are using AI tools to predict the 2019 World Cup. This model is based on historical data for the 10 participating teams. The model has been tested on data from the 2015 World Cup to measure the accuracy of prediction. Two different approaches were presented for predictive analysis: Ensemble Classification Approach vs. Neural Network Approach. The results were quite fascinating.
2015 World Cup champions Australia get a lower probability due to their poor performances in England recently. The top 2 contenders for this year’s World Cup according to the Ensemble Classifier are England and India. The Ensemble Classifier approach predicts that the England cricket team has the highest probability of winning. The factors considered that previous World Cups have been won by host nations. Also, England have excellent record in the last few years at their home grounds.
Meanwhile, the Neural Network approach predicts India and Pakistan as the top two contenders, taking into account their excellent performance in the ICC Champions Trophy 2017. Also, India won the Champions Trophy 2013 and reached the finals in 2017 which was also played in England; hence India gets a relatively higher probability by both Neural Network and Classifier approaches. However, their middle order performance is considerably low when compared to England, which is why Classifier predicts England as the winner whereas the Neural Network still believes India has higher chances.
Viewers will be treated to state-of-the-art coverage using the latest sport technology which will include:
- A minimum of 32 cameras with eight ultra-motion Hawk-Eye cameras and front and reverse view stump cameras.
- Spidercam: This will be used for the first time in the ICC World Cup. These are cameras attached to cables and pulleys from stadium roofs to capture bird’s eye view of the action.
- Tracker Device: Teams will be wearing a high-resolution unit under their vests to monitor their movements on the field and keep track on their workload during the tournament.
- The broadcast will produce 360° replays, which allows multiple camera feeds to create stunning video that helps provide in-depth analysis of big moments in the game.
- DRS, Hawkeye, Snickometer: These have been used extensively for a while and new technology and data is enhancing its outcome on decisions.
- The drone cameras will also provide stunning visuals of all venues across England and Wales. There will be a roving Buggy Cam as well, for a ground level view of proceedings.
It is apparent now that ICC has taken steps for bringing fans closer to cricket than ever before with all this sophisticated technology. Even the commentators will be supplemented by analytics tools and infographics, thus making this the most engaging World Cup broadcast production to date. I can’t wait for it to start and to see if the predictions are accurate.