SlideShare uma empresa Scribd logo
1 de 26
Baixar para ler offline
"Building a New Brand -- Leveraging Data to Inform & Program Robert Rodriguez's New El Rey Network"
"Building a New Brand -- Leveraging Data to Inform & Program Robert Rodriguez's New El Rey Network"
BRAND PROMISE
EL REY UNITES REBELS, FANS AND AFICIONADOS
THROUGH A LIFESTYLE POWERED BY BADASS CONTENT.
FUCK YEAH.
AUTHENTIC AND ICONIC VOICE
ARTIST DRIVEN
MOVIES SPORTS
DOCSUNSCRIPTED
ORIGINAL
SERIES
ANIMATION/
GRAPHIC NOVEL
THE PEOPLE’S NETWORK
2060
13% AA
17%
Hisp
59%
White 5% Asian
3% Other 15% AA
31%
Hisp
43%
White
8% Asian
3% Other
2012
Source: US Census Bureau
REDEFINING AUDIENCES
YOUNG REBELS
OLDER REBELSGENRE FANS
SOPHISTICATED VIEWERS
RODRIGUEZ FANS
WOULD DEFINITELY WATCH
7
33
14 13 20
49
% of Target Target 1 -
(N=124)
Target 2 -
(N=526)
Target 3 -
(N=252)
Target 4 -
(N=229)
Target 5 -
(N=360)
Not in any targ
(N=879)
% of Target That
Would Definitely Watch
81 56 48 52 49 13
YOUNG
REBELS
OLDER
REBELS
GENRE
FANS
SOPHISTICATED
VIEWERS
RODRIGUEZ
FANS
THE PEOPLE’S NETWORK – AN EMOTIONAL CONNECTION
The
ALCHEMY
of creating a network
THE SCIENCE
Defining and validating audience
Sizing the audience groups
Determining the Emotional DNA
EmotionalDNA™
EmotionalDNA™ IS AUDIENCE DERIVED
( pretty appropriate for The People’s Network )
BUT… WHAT IS IT ?
A NEW
TAXONOMY…
Inspired by
geneticists’
dendegrams
PRIMETIME DRAMA TAXONOMY
Psychological EdgeTrue Wit
Realistic
Suspense
Romantic Escape
Deep,
Dark,
Sexy
Action
Escape
EL REY EMOTIONAL ATTRIBUTES
Undemanding
Unrealistic
Tame
Cold
Superficial
Slow
Light
Mild
Intelligent
Realistic
Exhilarating
Hot
Inspiring
Fast
Heavy
Spicy
SMARTS
REALISM
ADRENALINE
ROMANCE
HEART
TEMPO
GRAVITY
KICK
EL REY CONTENT DNA MIX
Psychological EdgeTrue Wit
Realistic
Suspense
Romantic Escape
Deep,
Dark,
Sexy
Action
Escape
61% 39%
NIELSEN RATINGS BY CATEGORY
Category Live + 7, 18-64
Action Escape 3.00
Psychological Edge 4.17
Realistic Suspense 4.45
Deep Dark and Sexy 2.70
Romantic Escape 1.81
True Wit 4.37
Total Average 3.44
EmotionalDNA™ informs MARKETING
PROGRAMMING
PROMOTION
LEVERAGING EMOTIONAL RESONANCE
FOR ADVERTISING PARTNERS
"Building a New Brand -- Leveraging Data to Inform & Program Robert Rodriguez's New El Rey Network"
"Building a New Brand -- Leveraging Data to Inform & Program Robert Rodriguez's New El Rey Network"
"Building a New Brand -- Leveraging Data to Inform & Program Robert Rodriguez's New El Rey Network"
"Building a New Brand -- Leveraging Data to Inform & Program Robert Rodriguez's New El Rey Network"
"Building a New Brand -- Leveraging Data to Inform & Program Robert Rodriguez's New El Rey Network"

Mais conteúdo relacionado

Mais procurados

Institution research
Institution researchInstitution research
Institution researchSeanArmstrong
 
Institution research
Institution researchInstitution research
Institution researchSeanArmstrong
 
Representation of gender in games rob
Representation of gender in games robRepresentation of gender in games rob
Representation of gender in games robmunirba
 
Reality tv
Reality tv Reality tv
Reality tv danwargo
 
James bond casino royal
James bond casino royalJames bond casino royal
James bond casino royalMo Najeeb
 
Call me lucky presentation
Call me lucky presentationCall me lucky presentation
Call me lucky presentationAngela Pearson
 
Bryan Cranston
Bryan CranstonBryan Cranston
Bryan CranstonKeanuG
 
Top 5 hollywood upcoming movie
Top 5 hollywood upcoming movieTop 5 hollywood upcoming movie
Top 5 hollywood upcoming movieBIP America
 

Mais procurados (10)

Institution research
Institution researchInstitution research
Institution research
 
Catchphrases
CatchphrasesCatchphrases
Catchphrases
 
Institution research
Institution researchInstitution research
Institution research
 
Representation of gender in games rob
Representation of gender in games robRepresentation of gender in games rob
Representation of gender in games rob
 
Front cover analysis
Front cover analysisFront cover analysis
Front cover analysis
 
Reality tv
Reality tv Reality tv
Reality tv
 
James bond casino royal
James bond casino royalJames bond casino royal
James bond casino royal
 
Call me lucky presentation
Call me lucky presentationCall me lucky presentation
Call me lucky presentation
 
Bryan Cranston
Bryan CranstonBryan Cranston
Bryan Cranston
 
Top 5 hollywood upcoming movie
Top 5 hollywood upcoming movieTop 5 hollywood upcoming movie
Top 5 hollywood upcoming movie
 

Destaque

TCAPS' School Closing Criteria
TCAPS' School Closing CriteriaTCAPS' School Closing Criteria
TCAPS' School Closing CriteriaTodd Neibauer
 
Board LRMP Presentation 7-9-07 Revised
Board LRMP Presentation 7-9-07 RevisedBoard LRMP Presentation 7-9-07 Revised
Board LRMP Presentation 7-9-07 RevisedTodd Neibauer
 
App campus overview
App campus overviewApp campus overview
App campus overviewLee Stott
 

Destaque (6)

TCAPS' School Closing Criteria
TCAPS' School Closing CriteriaTCAPS' School Closing Criteria
TCAPS' School Closing Criteria
 
Board LRMP Presentation 7-9-07 Revised
Board LRMP Presentation 7-9-07 RevisedBoard LRMP Presentation 7-9-07 Revised
Board LRMP Presentation 7-9-07 Revised
 
App campus overview
App campus overviewApp campus overview
App campus overview
 
BoardRec
BoardRecBoardRec
BoardRec
 
Quản lý dự án
Quản lý dự ánQuản lý dự án
Quản lý dự án
 
Every Step Counts
Every  Step  CountsEvery  Step  Counts
Every Step Counts
 

Mais de iMedia Connection

How to Close the Loop on Data-Driven Creative
How to Close the Loop on Data-Driven CreativeHow to Close the Loop on Data-Driven Creative
How to Close the Loop on Data-Driven CreativeiMedia Connection
 
Welcome by Summit Host Beverly Jackson of MGM
Welcome by Summit Host Beverly Jackson of MGMWelcome by Summit Host Beverly Jackson of MGM
Welcome by Summit Host Beverly Jackson of MGMiMedia Connection
 
Integrating Digital Innovation into Marketing DNA
Integrating Digital Innovation into Marketing DNAIntegrating Digital Innovation into Marketing DNA
Integrating Digital Innovation into Marketing DNAiMedia Connection
 
Keynote: The Future of Brand is Experience
Keynote: The Future of Brand is ExperienceKeynote: The Future of Brand is Experience
Keynote: The Future of Brand is ExperienceiMedia Connection
 
Keynote: Using Data to Tell Stories
Keynote: Using Data to Tell StoriesKeynote: Using Data to Tell Stories
Keynote: Using Data to Tell StoriesiMedia Connection
 
Why Marketers Should Think Like Movie Producers
Why Marketers Should Think Like Movie Producers Why Marketers Should Think Like Movie Producers
Why Marketers Should Think Like Movie Producers iMedia Connection
 
Follow Up to Opening Keynote on The New Workforce
Follow Up to Opening Keynote on The New WorkforceFollow Up to Opening Keynote on The New Workforce
Follow Up to Opening Keynote on The New WorkforceiMedia Connection
 
Failures in Research & Development
Failures in Research & DevelopmentFailures in Research & Development
Failures in Research & DevelopmentiMedia Connection
 
The Story of People & their Technology
The Story of People & their TechnologyThe Story of People & their Technology
The Story of People & their TechnologyiMedia Connection
 
Opening Remarks by Summit Host
Opening Remarks by Summit HostOpening Remarks by Summit Host
Opening Remarks by Summit HostiMedia Connection
 
The Future of Advertising in the IoT
The Future of Advertising in the IoTThe Future of Advertising in the IoT
The Future of Advertising in the IoTiMedia Connection
 
Halt & Catch Fire: Is PII No Longer the Third-Rail of Digital Privacy?
Halt & Catch Fire: Is PII No Longer the Third-Rail of Digital Privacy?Halt & Catch Fire: Is PII No Longer the Third-Rail of Digital Privacy?
Halt & Catch Fire: Is PII No Longer the Third-Rail of Digital Privacy?iMedia Connection
 
Closing Discussion: Designing for Disruption
Closing Discussion: Designing for DisruptionClosing Discussion: Designing for Disruption
Closing Discussion: Designing for DisruptioniMedia Connection
 
Creativity in a Programmatic World
Creativity in a Programmatic WorldCreativity in a Programmatic World
Creativity in a Programmatic WorldiMedia Connection
 
The New World of Content Marketing: Delivering the Right Content to the Right...
The New World of Content Marketing: Delivering the Right Content to the Right...The New World of Content Marketing: Delivering the Right Content to the Right...
The New World of Content Marketing: Delivering the Right Content to the Right...iMedia Connection
 
Programmatic Evolution - Be Transparent or Be Forgotten: Three Ways that Tran...
Programmatic Evolution - Be Transparent or Be Forgotten: Three Ways that Tran...Programmatic Evolution - Be Transparent or Be Forgotten: Three Ways that Tran...
Programmatic Evolution - Be Transparent or Be Forgotten: Three Ways that Tran...iMedia Connection
 
Timely & Creative Marketing Requires Controlling Frequency
Timely & Creative Marketing Requires Controlling FrequencyTimely & Creative Marketing Requires Controlling Frequency
Timely & Creative Marketing Requires Controlling FrequencyiMedia Connection
 

Mais de iMedia Connection (20)

How to Close the Loop on Data-Driven Creative
How to Close the Loop on Data-Driven CreativeHow to Close the Loop on Data-Driven Creative
How to Close the Loop on Data-Driven Creative
 
Welcome by Summit Host Beverly Jackson of MGM
Welcome by Summit Host Beverly Jackson of MGMWelcome by Summit Host Beverly Jackson of MGM
Welcome by Summit Host Beverly Jackson of MGM
 
Integrating Digital Innovation into Marketing DNA
Integrating Digital Innovation into Marketing DNAIntegrating Digital Innovation into Marketing DNA
Integrating Digital Innovation into Marketing DNA
 
Keynote: The Future of Brand is Experience
Keynote: The Future of Brand is ExperienceKeynote: The Future of Brand is Experience
Keynote: The Future of Brand is Experience
 
Keynote: Using Data to Tell Stories
Keynote: Using Data to Tell StoriesKeynote: Using Data to Tell Stories
Keynote: Using Data to Tell Stories
 
Why Marketers Should Think Like Movie Producers
Why Marketers Should Think Like Movie Producers Why Marketers Should Think Like Movie Producers
Why Marketers Should Think Like Movie Producers
 
Keynote: The New Workforce
Keynote: The New WorkforceKeynote: The New Workforce
Keynote: The New Workforce
 
Follow Up to Opening Keynote on The New Workforce
Follow Up to Opening Keynote on The New WorkforceFollow Up to Opening Keynote on The New Workforce
Follow Up to Opening Keynote on The New Workforce
 
Failures in Research & Development
Failures in Research & DevelopmentFailures in Research & Development
Failures in Research & Development
 
The Story of People & their Technology
The Story of People & their TechnologyThe Story of People & their Technology
The Story of People & their Technology
 
Opening Remarks by Summit Host
Opening Remarks by Summit HostOpening Remarks by Summit Host
Opening Remarks by Summit Host
 
The Future of Advertising in the IoT
The Future of Advertising in the IoTThe Future of Advertising in the IoT
The Future of Advertising in the IoT
 
Intro: The State of Ad Tech
Intro: The State of Ad TechIntro: The State of Ad Tech
Intro: The State of Ad Tech
 
Halt & Catch Fire: Is PII No Longer the Third-Rail of Digital Privacy?
Halt & Catch Fire: Is PII No Longer the Third-Rail of Digital Privacy?Halt & Catch Fire: Is PII No Longer the Third-Rail of Digital Privacy?
Halt & Catch Fire: Is PII No Longer the Third-Rail of Digital Privacy?
 
Welcome by Summit Host
Welcome by Summit HostWelcome by Summit Host
Welcome by Summit Host
 
Closing Discussion: Designing for Disruption
Closing Discussion: Designing for DisruptionClosing Discussion: Designing for Disruption
Closing Discussion: Designing for Disruption
 
Creativity in a Programmatic World
Creativity in a Programmatic WorldCreativity in a Programmatic World
Creativity in a Programmatic World
 
The New World of Content Marketing: Delivering the Right Content to the Right...
The New World of Content Marketing: Delivering the Right Content to the Right...The New World of Content Marketing: Delivering the Right Content to the Right...
The New World of Content Marketing: Delivering the Right Content to the Right...
 
Programmatic Evolution - Be Transparent or Be Forgotten: Three Ways that Tran...
Programmatic Evolution - Be Transparent or Be Forgotten: Three Ways that Tran...Programmatic Evolution - Be Transparent or Be Forgotten: Three Ways that Tran...
Programmatic Evolution - Be Transparent or Be Forgotten: Three Ways that Tran...
 
Timely & Creative Marketing Requires Controlling Frequency
Timely & Creative Marketing Requires Controlling FrequencyTimely & Creative Marketing Requires Controlling Frequency
Timely & Creative Marketing Requires Controlling Frequency
 

Último

What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...Sophie Logan
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Internrisabhpandeyconnect
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneHerd
 
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesProduct Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesKiwi Creative
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesVWO
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfVWO
 
Music and Ai Technology
Music and Ai TechnologyMusic and Ai Technology
Music and Ai Technologyehimaibooks
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfUttara University
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxNavah Hopkins
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchTINT Marketing
 
Voltas turnaround strategy management case
Voltas turnaround strategy management caseVoltas turnaround strategy management case
Voltas turnaround strategy management caseAnkit Sarkar
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Courseamirshaikhv21realtyp
 
Amazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxAmazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxWill Haire
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfSocial Samosa
 
2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain VisibilitySearch Engine Journal
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportSocial Samosa
 
Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROVWO
 
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfEastern Online-iSURVEY
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxGregory Edwards
 

Último (20)

What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Intern
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not Alone
 
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesProduct Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing Pages
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdf
 
Music and Ai Technology
Music and Ai TechnologyMusic and Ai Technology
Music and Ai Technology
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdf
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptx
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
 
Voltas turnaround strategy management case
Voltas turnaround strategy management caseVoltas turnaround strategy management case
Voltas turnaround strategy management case
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
 
Amazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxAmazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptx
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services Preview
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
 
2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance report
 
Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CRO
 
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
 

"Building a New Brand -- Leveraging Data to Inform & Program Robert Rodriguez's New El Rey Network"