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Major League Baseball captures 360-degree views of fan experiencesSAS® Enterprise BI Server creates holistic view of fan activity, at the parks and online20 December 2005 - Major League Baseball Advanced Media's pioneering use of advanced marketing technology has heightened baseball fans' enjoyment of the game and has improved customer loyalty - at the ballparks and online. MLB Advanced Media (MLBAM), the interactive media and Internet company of Major League Baseball, has extended last year's successful implementation of SAS® business intelligence solutions to the individual teams. "We're creating new business benefits through more effective use of business intelligence," said Bob Bowman, CEO of MLBAM. "Truly effective marketing programs become much less problematic when you have holistic views of your customers, online and offline. That's why we decided to build on the success of our ongoing efforts with SAS." In addition to extending last year's successfully implemented SAS Marketing Automation solution, MLBAM has deployed SAS Enterprise BI Server at its offices and to the individual MLB teams. These solutions will capture and analyse vital information that is generated in the stadiums, over the phone and via the Web, creating new business benefits through more effective use of business intelligence with customers. As the leader in business intelligence, SAS was the logical choice for MLBAM, which manages the official league site, www.mlb.com, and each of the 30 individual club sites. Part baseball encyclopedia, part ticket line, MLB.com provided 10 billion page views to more than 1 billion visitors in 2004. "Our goal is enabling the individual teams to benefit directly from all the business intelligence capabilities SAS provides so we can all generate a 360-degree view of our customers," said Bob DuPuy, president and COO of Major League Baseball and chairman of MLBAM. "Thanks to our relationship with SAS, each team now has the capability to share customer information gathered from online and offline sources, making it easier for them to develop and execute high-impact marketing campaigns with superior ROI." For example, individual teams will be able to integrate and analyse customer information culled from multiple touch points; they can then develop online strategies that enhance and complement traditional "bricks and mortar" operations at the stadiums. MLBAM's business intelligence partnership with SAS includes sophisticated reporting capabilities and the newest generation of predictive analytics. SAS' BI technology enables MLBAM to use state-of-the-art data management and data discovery capabilities, as well as predictive mining and campaign management capabilities. SAS helps MLBAM learn more about the fans visiting www.mlb.com. Various types of customer information, from merchandising and ticket sales at the ballpark to everything MLB.com collects online, are collected and carefully analyzed. One of MLBAM's primary objectives is to determine how to target fans with the right offer at the right time and right place via the Web site, personalized e-mails, instant messages and SMS alerts. SAS also supports MLBAM's cross-selling and up-selling efforts, suggesting additional products by analyzing the contents of fans' shopping carts and their previous purchase histories. "We're thrilled that MLBAM has expanded its use of SAS business intelligence," said Jim Davis, SAS senior vice president and chief marketing officer. "The SAS Enterprise BI Server will give users at both MLBAM and the individual teams the ability to quickly and accurately generate crystal-clear reports from detailed customer data that create the ultimate experience for baseball fans everywhere." "MLBAM strives to make life easier for all of our customers, both externally and internally," said Joe Choti, MLBAM's chief technology officer. "With SAS, we gain a deeper, more profound understanding of their needs. We develop projects and services that match those needs more precisely."
About MLB Advanced Media LP
SAS is the leader in business intelligence software and services. Customers at 40,000 sites use SAS software to improve performance through insight into vast amounts of data, resulting in faster, more accurate business decisions; more profitable relationships with customers and suppliers; compliance with governmental regulations; research breakthroughs; and better products. Only SAS offers leading data integration, intelligence storage, advanced analytics and business intelligence applications within a comprehensive enterprise intelligence platform. Since 1976, SAS has been giving customers around the world
The Power to Know®
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