Not only could this help to target them with key messages relating to games and special offers, but it could provide valuable crowd control data for municipalities.Īnalytics from all these areas can help a company make operational improvements in areas that include procurement, supply-chain management and logistics. By connecting to other stakeholders - including telecommunications companies, payment providers and retailers - sports teams could gain a broader understanding of fan behavior both before they arrive at the stadium and after they leave. This all leads to an emerging opportunity in sports analytics: mapping a fan's broader behavior outside the stadium. This analytics data even helps teams sell more beer and improve parking lot congestion at stadiums. By crunching those numbers with the help of the Kraft Analytics Group, they can predict everything from ticket pricing to staffing on game day. The New England Patriots track data ranging from what fans buy at the pro shop to when they buy tickets. We're already seeing these techniques among the more innovative teams. Data from customer engagement also extends into the stadium, where teams can use electronic tickets - and even fingerprint or retinal scans - to understand fan movements.
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