SAS for Sports
Using Analytics for Sporting Events

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.

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