By using data and analytics, operators are able to get real-time views of the front office and see patterns in fan behaviour and consumption
most popular with season pass holders
versus general admission buyers?) ■ Understand which fans visit most often,
and least often ■ Quantify which supporters are most valuable from an economic standpoint
(their lifetime value) ■ Predict which fans are likely to churn ■ Understand the relationship between the
on-field performance of a player or team and business performance (for example: in baseball, understanding what impact batting average of a particular player has on merchandise sales of that player’s shirts
in the gift shop) ■ Analyse, forecast and predict attendance and revenue based on external factors
such as weather data ■ Understand what fans are saying about the team and their experience in social
media and on the internet in real-time ■ Optimise payroll and staffing ■ Leverage analytics to optimise energy
usage and consumption in a stadium A key balance is needed with regard to managing what data can be collected, and the impact that can have on real and perceived concerns around privacy. For example, today there are organisations
Work which used to require a team of IT professionals to deliver can now be done by a business manager in the front office, with dashboards and real-time reporting
which can pinpoint the location of your wi-fi-enabled smart phone in real-time to within 3ft. With this technology, it's possible to calcuate how long individuals are spending in certain parts of the facility, what the capture rate is for particular locations that are being promoted, and where first-time customers choose to go, versus loyal, repeat buyers. This raises serious questions around how big data analytics can being used, while also maintaining an individual's right to privacy.
sportsmanagement.co.uk issue 3 2014 © Cybertrek 2014
Fortunately, our experience reveals that the majority of organizations are using this technology in a responsible manner, purely with the aim of enhancing the customer experience. Extending this through opt-in apps on mobile devices enables organisations to personalise offers based on contextually aware content, as well as location-aware content. Our experience is this sort of technology is being adopted at a slower and more cautious pace in Europe than in the United States, for example.
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