It’s a brand-new ballgame with analytics
1-to-1 fan engagement offers a home run for the New York Mets
From the minute you enter Citi Field and see the names of New York Mets fans etched in the brick walkway, you know that every detail of this ballpark has been built with the fans in mind.
“In a few hours we’re going to have 40,000 fans right outside this window cheering for the Mets,” said John Morris, the Mets’ Executive Director of Business Intelligence and Analytics, before a recent game. “That’s a product that everyone in this building delivers. And everyone here takes a very proud sense of ownership of that product.”
From college students in stadium seats to VIPs in executive suites, there’s a seat at Citi Field for everyone. And the Mets business team uses analytics to help build the ideal fan experience based on each fan’s budget, needs and lifestyle.
“SAS helps us leverage our staff, and it helps us leverage our messaging tools to deliver the right message to the right fan,” said Morris. “At the same time, SAS allows us to report the success of those campaigns to our owners and managers. SAS allows everyone here to punch above their weight.”
Did you know... the Mets are a small company? "We’ve a very big brand, but we’re really just 200 people." John Morris Executive Director of Business Intelligence and Analytics
The bases are loaded with fan data
SAS captures data from Mets telephone, email and TV marketing campaigns, plus transaction data from millions of ticket and merchandise sales every season.
“Once you get all that information, we can figure out: Here’s what an avid season ticket holder looks like. Here’s what someone who buys a half season looks like. Here’s someone who only comes to one game,” explains Lou DePaoli, Executive Vice President and Chief Revenue Officer. “And then you can build your platform targeted toward those people. Being smarter marketers makes us a lot more efficient on the back end.”
How do you get fans to come to one more game, purchase one more item online, watch one more game on TV or follow the Mets on one more social media channel? And how do you reactivate fans who haven’t attended a game in a long time? According to DePaoli, analytics helps find those answers.
Swinging for the fences with data visualization
Everyone at the Mets – from analysts and sales associates to executives and owners – views sales and revenue reports through a simple, mobile-friendly dashboard.
“Using SAS Visual Analytics allows us to take the key indicators and put them in a nice, user-friendly format for owners and management to use for making decisions,” says DePaoli.
“SAS Visual Analytics is really the workhorse of the organization,” says Morris. “It allows us to take the output of our data warehouse and display it across multiple constituencies inside the organization. Being able to take the temperature of the organization from wherever you are or whatever you’re doing allows us to go home at night.”
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Grand slam analytics
Even in the modern era of targeted online marketing, the Mets have found continued success through telephone marketing campaigns when they apply analytics to fan data.
“We have seen a 20 percent lift in our cold lead conversions,” says Morris. “SAS delivers the best models.”
For example, Morris describes one decision tree that tells what to offer to each fan based on number of tickets bought, types of games attended, money spent and more.
With this level of insight, the Mets know more about their fans than ever before, and they're using that information to keep fans coming back game after game and season after season.
And Mets fans are pleased too. “We work with this guy named Anthony. He calls us every time we’re here, and we have a really good relationship with him," explains season ticket holder Jessica Ticino. "Citi Field is above and beyond. I just love the energy here. You want the stadium to love you as much as you love it.”