​AI-driven CX delivers Foxtel a cricketing win

Artificial intelligence is used to alert cricket fans to wickets before they fall

Foxtel and Mindshare are looking to lift fan engagement to the next level for cricket fans using artificial intelligence (AI).

‘Monty’, a machine learning (ML) model, has been spotting when and how wickets would fall in live games, in real time, and alerting fans before it happens. Built as a collaboration between Foxtel, FOX Sports and Google, Mindshare Monty can spot a wicket up to five minutes before it falls.

To do this, Monty has watched every single ball bowled by the Australian National Men’s team over the past 18 months more than 500,000 times and has built the patterns into a bespoke ‘Wicket Warning’ system. The machine learning model works by recognising patterns in player behaviour based on past form and the live conditions of the pitch. When Monty’s confident a wicket will fall the model autonomously deploys new creative and adapts bidding across dynamic display, pre-roll and digital outdoor so fans never miss a moment.

Over the summer cricket season, Monty has been continuously learning, and predicted close to 498 wickets across international cricket games. According to Foxtel, it's delivering unprecedented cut through and cost-effective conversions, with Foxtel enjoying double-digit increases in weekly sales growth following his promotion into the starting line-up.

Monty’s predictions were integrated into the FOX Cricket app during the Boxing Day Test, with push notifications alerting fans to the next wicket published over the course of the biggest game of the summer. In addition, a Google Assistant experience on Google Home allowed fans to say 'Hey Google, ask Monty for the next wicket' and listen as he described  how comfortable the current batsman should be at the crease.

Foxtel senior marketing manager, Christopher Pocock, said Monty exceeded all expectations and earned his spot on the team by delivering results every match.

“This media innovation is a perfect demonstration of how creativity and data can combine to create a totally new experience for fans,” he said.

Mindshare head of innovation, Jack Smyth, said Monty is proof a new era of analytics is here.

“Monty’s learning more with every single ball and working with Foxtel and FOX Sports we’re going to build on our first mover advantage. To see an idea leap from messaging all the way through to a totally new way to watch the game is incredibly exciting – and only possible thanks to the Foxtel team’s appetite for innovation.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu 

 

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

AI ethics: Designing for trust

As artificial intelligence (AI) becomes much more prevalent and increasingly a way of life, more questions are being asked than answered about the ethical implications of its adoption.

Katja Forbes

Founder and chief, sfyte

How service heterogeneity is impacting engagement

Marketers have long known the importance of standardising products to assure quality and consistency. For services, however, standardisation is much more complex.

Dr Chris Baumann

Associate professor, Macquarie University

Kindness matters in business: why the nice guys finish first

A recent 1000-page Royal Commission report on misconduct in Australia’s financial sector revealed hair-raising stories of excessive commissions, rampant mis-selling and charges levied on the dead. So how do you stop a bank from misleading its customers?

Nick Liddell

Director of Consulting, The Clearing

nice article

meripadhai

5 things marketers need to do to get better in buy in when presenting

Read more

International business is closely related to marketing or marketing activities carried out by the company. According to Gitman and McDani...

Eko Prasetyo Utomo X

Salesforce: The age of the marketing campaign is over

Read more

Back in 1968 Holden began an appeal to customers who have an interest in competition. It did this with the introduction of the HK GTS 32...

Ben Tate

Marketing professor: For Holden, brand nostalgia ain’t what it used to be

Read more

Your blog post is really good and informative. Thanks for taking time to provide us this useful information with us.Auto wrapping uaeADF ...

Yes Machinery

Image intelligence:10 must-see infographics for marketers

Read more

A debt of gratitude is in order for sharing this marvelous information.I have taken in numerous things from your post

digitech Classes

Lumen CMO strives to make the brand synonymous with anti-ageism

Read more

Latest Podcast

More podcasts

Sign in