Wicket Labs Unveils Wicket Scorecard, an Audience Insights Platform for Media Companies

With Wicket Scorecard, media companies can for the first time see their
video customers across digital platforms with unique insights into
conversion, engagement and likelihood to churn

Company announces $2 million seed financing from Madrona Venture Group,
Divergent Ventures and angels

introduced Wicket Scorecard, an audience insights platform, to
enable media and entertainment companies to automatically see, measure
and predict video customer usage and growth for their direct-to-consumer
subscription businesses. Additionally, the company announced $2 million
in seed financing from Madrona Venture Group, Divergent Ventures and

As the traditional pay TV market continues to fragment, media companies
are investing in new OTT channels including direct to consumer and
premium subscriptions. As these channels scale, subscribers come from
various partners such as Amazon, iTunes, Roku, and Xbox while viewing
occurs on the web, smart TVs, OTT devices and mobile phones. This
diversity makes it increasingly difficult to collect and synthesize
customer stats in near real time across channels. This data is crucial
to companies as they hone their content and work to attract new viewers.
Wicket Scorecard brings this data together and provides valuable
insights, enabling companies to make data-driven decisions to grow their
video businesses.

“The Wicket Labs mission is to level the playing field for media
companies in an arena where data determines the winners,” said Marty
Roberts, CEO of Wicket Labs. “The Wicket Scorecard is designed to inform
decisions and grow an audience’s lifetime value, through more
trial-to-customer conversions, longer subscription terms and more
frequent visits. We believe a data-driven decision process will be a key
determinant in any successful media business.”

Wicket Labs was founded by Marty Roberts, CEO and Ian Blaine, CSO.
Blaine founded thePlatform which was acquired by Comcast in 2006.
Roberts joined thePlatform in that same year, leading marketing, sales
and eventually taking on the role of Co-CEO. The team deeply understands
the challenge presented to traditional and new media companies as
channels grow and cost structures shift.

“Cord cutting has dramatically shifted the balance of power for media
companies,” said Len Jordan, managing director of Madrona
Venture Group
. “For many of these companies, audience lifetime value
is a new metric as they establish direct relationships with their
customers. The team at Wicket Labs is working to help media companies
better understand their audience to fuel decision making about new
content, new promotions and even new cost structures.”

Additionally, Krishan Bhatia, Mike Berkley and Dustin Hillard joined as
Wicket Advisors. Bhatia serves as EVP, Business Operations & Strategy
for NBCUniversal’s Advertising Sales division where he oversees the
division’s product capabilities, technology platforms and operations as
well as the strategy, research and analytics functions — spanning its TV
and digital portfolio. Berkley was most recently the SVP of Product
Management for Viacom, leading a team of 50 product managers and
designers working across the digital platforms used by Comedy Central,
Nickelodeon, MTV, VH1, BET, Spike, TV Land, and CMT. Hillard is the CTO
of Versive, leading the innovation and development efforts behind their
artificial intelligence platform. He has deep experience in delivering
diverse machine learning products, from cyber security to language
understanding, and advertising.

Wicket Scorecard brings light to key stats like audience lifetime value,
customer acquisition costs and engagement. Having insight into these
stats and their trends over time empower media companies to make
decisions to grow their audience, improve operational reliability and
collaborate throughout the process.

In the Wicket Scorecard, media companies can immediately see many
important measures of their audience including:

  • Customers counts by month and by product, customer acquisition costs
    including lifetime value to customer acquisition cost ratios,
    subscription heuristics, and current subscription status by the
    acquisition source.
  • Conversions to subscribers on a daily basis, yield per customer
    acquisition source, and a drill-down into each marketing activity to
    better understand its effectiveness.
  • Lost customers by method of loss, and risk analysis for current
    customers based on trends.
  • Engagement metrics that measure number of series and days of watching

About Wicket Labs

The mission at Wicket
is to level the playing field for media companies in an arena
where data determines the winners. The founding team is well positioned
with over 40 years of combined experience working for and with the
biggest media companies in the world. We are building the Wicket
Scorecard as the only audience insights platform for media companies who
need a unique acuity into their video business and an ability to
up-level their decision making. Wicket Labs is a Seattle-based company
with a commitment to integrity, diversity, empathy and curiosity. We are
looking for colleagues, partners and customers to join our growing team.


For Wicket Labs
Erika Shaffer, 206-972-5514