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IBM, Ottawa’s Senators team up in fan analytics deal


October 28, 2015  


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IBM Corp. said this week the Ottawa Senators plan to apply its behavior-based, predictive analytics technologies to gain a deeper understanding of their fan base as individual consumers. According to the two organizations, this will allow the entire Senators Sports & Entertainment organization, including marketing and ticketing teams, to personalize communications, enhance the in-stadium experience, and increase ticket sales.

Global sports market revenues are projected to rise at a compound annual growth rate of 3.7% from $121.4 billion in 2010 to $145.3 billion in 20151 and customer-generated data is the most commonly collected types of external data.

IBM said the hockey club plans to use Behavior Based Fan Insight, a customer intelligence offering that gives business professionals in marketing, sales, operations, and finance fast access to actionable insights.

Senators Sports & Entertainment plan to use it in five areas:

* Fan Insights and Clustering: To help identify and make sense of fan attitudes, behavior trends, and psychographic characteristics to identify individual fan preferences and offer more personalized interactions.

* Fan Experience Effectiveness: To provide visual analysis of fan interactions and uncover opportunities for greater brand and fan interactions.

* Lead Scoring: To help drive more effective target offers for renewals, upsells and incentives for new customers to maximize revenue.

* KPI Dashboard: To help track the success and ROI on key initiatives and campaigns, review and audit all fan metrics, and enable business user discovery and analysis.

* Data Warehouse Strategies: To aggregate all data source opportunities including governance, data capture opportunities and existing sources into a cloud-based warehouse.

“We have an incredibly dedicated fan base that supports our team and players at every turn,” said Peter O’Leary, chief marketing officer and vice-president of ticketing with the Ottawa Senators. “We want to make sure we don’t just thank them for their support, but ensure their experience is second to none.”

Alistair Rennie, general manager of analytics solutions at IBM, said fans attending games at arenas like Canadian Tire Centre are no longer a ‘captive audience’ to organizations thanks to the advent of smartphones and other technologies.

“Teams need to take additional steps in order to engage their fans on a higher level. With access to more data about fans than ever before, the Ottawa Senators understand that this data can be an incredible resource for engaging their fans where, when and how they want to be reached while increasing their own operational efficiency.”


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