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It's never been more critical to demonstrate the value of attending a sports event in person as ticket prices rise and HDTV becomes the standard. Tasked with boosting ticket sales and venue revenue, the responsibility is on the sports organizations to better understand fans. What are their behaviors and preferences? How do sports teams keep existing fans while gaining new ones?
Building a robust, consolidated view of event-day operations is essential. For sports teams and leagues, using analytics and business intelligence solutions to maximize the customer experience is the path to a winning season.
From data about ticket sales, venue operations, retail and sponsorships, to fan demographics, social networks, contact information and mouse clicks, various departments can leverage information about fans and operational performance. The challenge is that information can be hard to consolidate and even harder to analyze for useful insights about customer desires, preferences and behaviors. To boost revenues and profits, sports organizations need a way to use customer insights and event-day statistics to create strategies that match promotional objectives, operational processes and broadcast patterns.
SAS delivers game-changing solutions in sports to help teams and leagues improve fan experience, increase ticket sales and sponsorship revenue, and optimize business operations.
Increasing ticket sales
Enthusiastic fans are easier to reach than ever as they interact online and on social networks. Analyzing this online content, fan behavior data and demographic data, sports teams can identify which season ticket holders are at risk of not renewing and how to reach new ticket holders with meaningful offers. With SAS, teams and leagues are getting the information they need to evaluate and execute strategies to increase sales of individual event tickets, season tickets and renewals.
Increasing sponsorship revenue
SAS Analytics allows sports executives to look at their business in new ways so they can make the changes needed to drive their organizations forward and boost profits. Knowing the customer segmentation, profiles and personas provides the sales force with the information it needs to justify sponsor affiliation with the team. The sales team can show the sponsors not only how they are reaching their target audience but who that audience is and what motivates them.
Optimizing business operations
SAS Analytics provides an integrated environment for predictive and descriptive modeling, data mining, text analytics, forecasting, optimization, simulation, experimental design and more. From predictive analytics to model deployment and process optimization, SAS provides a range of techniques and processes for the collection, classification, analysis and interpretation of data to reveal patterns, anomalies, key variables and relationships, leading to new insights and faster, better answers.
To deliver results, SAS offers capabilities in four categories:
- Fan intelligence. With increased competition for the entertainment dollar, finding and keeping fans is a constant challenge. Predictive modeling, segmentation, marketing automation and real-time decision making help maximize each fan's total value, increase attendance and deliver targeted, personalized marketing campaigns that drive profitability.
- Performance management. Cost and profitability analysis shows where it is most profitable to increase venue revenue while containing costs. Dashboards and scorecards show how each department's efforts contribute to strategic objectives and KPIs. Financial consolidation and reporting help ensure timely and accurate reporting of financial information.
- Data quality and integration. Cleanse and consolidate all data to understand the total fan value and eliminate duplicate records in multiple operational systems. SAS offers a complete portfolio of data integration capabilities, including: data cleansing and enrichment; extraction, transformation and loading; data federation; master data management; and more.
- Venue intelligence. Forecasting, pricing analysis and optimization solutions help venue operators better stock, price and staff their event-day operations. Analytics and BI reporting allow retail operations to predict demand and understand the value of customers and promotions.
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