Developing and implementing a systematic analytics strategy can result in a sustainable competitive advantage within the sport business industry. This timely and relevant book provides practical strategies to collect data and then convert that data into meaningful, value-added information and actionable insights. Its primary objective is to help sport business organizations utilize data-driven decision-making to generate optimal revenue from such areas as ticket sales and corporate partnerships. To that end, the book includes in-depth case studies from such leading sports organizations as the Orlando Magic, Tampa Bay Buccaneers, Duke University, and the Aspire Group.
The core purpose of sport business analytics is to convert raw data into information that enables sport business professionals to make strategic business decisions that result in improved company financial performance and a measurable and sustainable competitive advantage. Readers will learn about the role of big data and analytics in:
- Ticket pricing
- Season ticket member retention
- Fan engagement
- Sponsorship valuation
- Customer relationship management
- Digital marketing
- Market research
- Data visualization.
This book examines changes in the ticketing marketplace and spotlights innovative ticketing strategies used in various sport organizations. It shows how to engage fans with social media and digital analytics, presents techniques to analyze engagement and marketing strategies, and explains how to utilize analytics to leverage fan engagement to enhance revenue for sport organizations.
Filled with insightful case studies, this book benefits both sports business professionals and students. The concluding chapter on teaching sport analytics further enhances its value to academics.
Preface: A Welcome from the Editors
C. Keith Harrison and Scott Bukstein
About the Editors
Chapter 1 The Evolution and Impact of Business Analytics in Sport
Chapter 2 Analytics and Ticketing Innovations at the Orlando Magic
Chapter 3 Ticket Markets in Sport: Is The Secondary Market Becoming the Primary Market?
Chapter 4 Customer Relationship Management and Fan Engagement Analytics
Chapter 5 The Aspire Group’s Ticket Marketing, Sales, and Service Philosophy
Chapter 6 Empirical Research Methods: Season Ticket Holder Management and Fan Engagement
Michael Lewis, Manish Tripathi and Michael Byman
Chapter 7 Developing and Measuring the Effectiveness of Data-Driven Direct Marketing Initiatives
Chapter 8 Fan Engagement and Social Media & Digital Marketing Analytics at Duke University
Chapter 9 Leveraging Digital Marketing to Engage Consumers and Drive Revenue
Michal Lorenc and Alexandra Gonzalez
Chapter 10 Communicating the Value of Sports Sponsorship
Adam Grossman and Irving Rein
Chapter 11 Market Research Analytics and Data-Driven Innovation
C. Keith Harrison and Suzanne Malia Lawrence
Chapter 12 Talent Analytics: Utilizing Analytics to Evaluate Employee Performance
Chapter 13 Data Visualization and Data-Driven Storytelling
Chapter 14 Teaching a Sport Business Analytics Course