Stephanie McMahon comments on how WWE listens to the audience and studies data

During an interview with The Wall Street Journal, Stephanie McMahon commented on WWE listens to audience feedback…

“The audience has a tremendous impact on what we do; it’s one of the advantages of being live. We listen to the live audience and gather feedback through digital and social media to determine which story lines and performers are resonating, and why. We’re constantly looking at data across our content distribution ecosystem, which includes linear TV for our weekly shows and reality programming, our streaming WWE Network, and our digital and social channels. We have separate teams developing the content for those various platforms, and they’re all telling stories and amplifying them in the most effective ways for each channel. Even within social media, our content can’t be one-size-fits-all.”

Stephanie commented on how fan feedback led to the women’s revolution in WWE…

“Because we’ve responded to fan feedback in the past, they knew they could have an impact and really help make this change happen. They had seen us making changes in our ‘WWE NXT’ program, which features up-and-coming performers and is akin to a minor league system. We had already started to recruit elite female athletes and train them the same way we train men. We started giving them the same amount of match time, exposure, and opportunities, and they started to steal the show. During those matches, the audience chanted, ‘This is wrestling!’ and ‘Women’s wrestling!’ The fans loved it, and they wanted us to do more. Simply ‘canceling’ us wouldn’t have necessarily elicited change. Sometimes it takes really listening to one another and coming up with solutions to elicit change.”

Stephanie discussed how the company looks at data for business purposes…

“They play a huge role. We currently have close to 60 data scientists working at WWE, constantly analyzing our data and synthesizing it. The team can, for example, track the impact a performer or story line has on viewership and social media activity and tie increases in engagement to content that was airing at specific times during one of our TV programs. Merchandise sales are also a key indicator of how popular our stars are and whether they’re resonating. There’s a whole ‘cosplay’ side to our business, where people want to dress the part of their favorite performer, so merchandise sales are an important metric. WWE Network, our streaming content platform, also provides data points that are helpful. Like many brands, we’re getting great at data collection. Where we can improve is in the analysis piece—determining which data is most meaningful and pulling out themes to apply across our business.”

WWE’s Stephanie McMahon: ‘Super-Serve Your Fans’ to Drive Participation

Creating a two-way exchange with customers is critical for today’s marketers. In a conversation with Deloitte US CMO Suzanne Kounkel, WWE Chief Brand Officer Stephanie McMahon discusses how the media and entertainment company encourages its fans to become true participants in the brand.