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Titlethe business of sports - sports business news, opinions and discussion

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Description the business of sports - sports business news, opinions and discussion, covering all aspects of the sports industry.

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Keywords sports business, sports, business, sports industry, sports marketing, sports business blog, sports finance
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inside the sportsbiz studio: kristin adams
an inside look at mercedes-benz stadium with alsd
infographic friday: wi-fi data for college football
interactive analysis of fan cost index
interactive analysis of australia and new zealand team twitter accounts
north american venues for u.s. sports properties
interactive analysis of team twitter accounts
fan first at the sbj momentum sports marketing symposium
interview on the front office exchange podcast
sports business analytics – new book excerpt and contest
connect with us
event calendar
subscribe to blog via email
categories
search
blogroll
sports business week 2016
recent posts
recent comments
H3
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H5
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strong
moments
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sports business analytics: using data to increase revenue and improve operational efficiency
overview of the sport business analytics process
business analytics application areas in the sport business industry
references
wired studios
corvette garage
b
moments
like
tweets
snapchat
facebook
hashtag
snapchat
phone number
sponsor 
direct message
sports business analytics: using data to increase revenue and improve operational efficiency
overview of the sport business analytics process
business analytics application areas in the sport business industry
references
wired studios
corvette garage
i
em moments
like
tweets
snapchat
facebook
hashtag
snapchat
phone number
sponsor 
direct message
sports business analytics: using data to increase revenue and improve operational efficiency
overview of the sport business analytics process
business analytics application areas in the sport business industry
references
wired studios
corvette garage
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em 16
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russell scibetti http://www.thebusinessofsports.com/author/russell/
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socialie https://twitter.com/socialie
entrepreneur https://www.entrepreneur.com/article/287740
forbes http://www.forbes.com/sites/paularmstrongtech/2017/01/27/the-future-of-influencer-relations-is-influencer-marketing/#c81c2af1d1e7
emarketer https://www.emarketer.com/article/five-things-you-dont-know-about-influencer-marketing/1015059
linkedin https://www.linkedin.com/in/ka23a
@ka23a https://twitter.com/ka23a
mit sloan sports analytics conference http://www.sloansportsconference.com
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an inside look at mercedes-benz stadium with alsd http://www.thebusinessofsports.com/2017/02/21/an-inside-look-at-mercedes-benz-stadium-with-alsd/
russell scibetti http://www.thebusinessofsports.com/author/russell/
facilities http://www.thebusinessofsports.com/category/facilities/
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alsd (associated of luxury suite directors) https://www.alsd.com/
mercedes-benz stadium http://www.mercedesbenzstadium.com/
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infographic friday: wi-fi data for college football http://www.thebusinessofsports.com/2017/02/17/infographic-friday-wi-fi-data-for-college-football/
russell scibetti http://www.thebusinessofsports.com/author/russell/
collegiate athletics http://www.thebusinessofsports.com/category/collegiate-athletics/
facilities http://www.thebusinessofsports.com/category/facilities/
technology http://www.thebusinessofsports.com/category/technology-2/
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ampthink http://www.ampthink.com/wi-fi-data-holds-big-surprises-for-college-football-marketers/
www.ampthink.com/wi-fi-data-holds-big-surprises-for-college-football-marketers/ http://www.ampthink.com/wi-fi-data-holds-big-surprises-for-college-football-marketers/
- http://www.ampthink.com/wp-content/uploads/2017/02/2016-fb-season-infographic.jpeg?src=thebusinessofsports
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interactive analysis of fan cost index http://www.thebusinessofsports.com/2017/02/14/interactive-analysis-of-fan-cost-index/
russell scibetti http://www.thebusinessofsports.com/author/russell/
data and analytics http://www.thebusinessofsports.com/category/data-and-analytics/
economics and finance http://www.thebusinessofsports.com/category/economics/
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team marketing report http://www.teammarketing.com
rodney fort https://sites.google.com/site/rodswebpages/home
sports business data page https://sites.google.com/site/rodswebpages/codes
contact me http://www.thebusinessofsports.com/contact-us/
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interactive analysis of australia and new zealand team twitter accounts http://www.thebusinessofsports.com/2017/01/30/interactive-analysis-of-australia-and-new-zealand-team-twitter-accounts/
russell scibetti http://www.thebusinessofsports.com/author/russell/
social media http://www.thebusinessofsports.com/category/social-media/
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i published an interactive tableau dashboard based on the twitter account and bio data for 146 professional teams across mlb, mls, nba, nfl and nhl http://www.thebusinessofsports.com/2017/01/20/interactive-analysis-of-team-twitter-accounts/
shane harmon (@shaneharmon) https://twitter.com/shaneharmon
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north american venues for u.s. sports properties http://www.thebusinessofsports.com/2017/01/24/north-american-venues-for-u-s-sports-properties/
russell scibetti http://www.thebusinessofsports.com/author/russell/
facilities http://www.thebusinessofsports.com/category/facilities/
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department of homeland security on major sports venues and their usage https://hifld-dhs-gii.opendata.arcgis.com/datasets?q=sports+venues
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interactive analysis of team twitter accounts http://www.thebusinessofsports.com/2017/01/20/interactive-analysis-of-team-twitter-accounts/
russell scibetti http://www.thebusinessofsports.com/author/russell/
data and analytics http://www.thebusinessofsports.com/category/data-and-analytics/
social media http://www.thebusinessofsports.com/category/social-media/
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fan first at the sbj momentum sports marketing symposium http://www.thebusinessofsports.com/2017/01/16/fan-first-at-the-sbj-momentum-sports-marketing-symposium/
russell scibetti http://www.thebusinessofsports.com/author/russell/
marketing http://www.thebusinessofsports.com/category/marketing/
sponsorships http://www.thebusinessofsports.com/category/sponsorships/
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sbj momentum sports marketing symposium http://www.sportsbusinessdaily.com/conferences-events/2016/sms.aspx
click here to access the playlist on youtube https://www.youtube.com/watch?list=pljeqyk8yujegxpxmk077zs5fvuqbiiu-0&v=nms6rxi__ry
richard black https://twitter.com/richardnblack
deborah curtis https://twitter.com/dbcurtistweets
mike sundet https://twitter.com/msundet
jessica gelman https://twitter.com/jessicagelman
david palmer https://twitter.com/dpalmer51
jason alan snyder https://twitter.com/evil_robot
andrew jenkinson https://twitter.com/andrewjenkinson
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interview on the front office exchange podcast http://www.thebusinessofsports.com/2017/01/05/interview-on-the-front-office-exchange-podcast/
russell scibetti http://www.thebusinessofsports.com/author/russell/
career development http://www.thebusinessofsports.com/category/career-development/
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front office exchange http://frontofficeexchange.com/
check out frontofficeexchange.com and subscribe directly to the podcast http://frontofficeexchange.com/
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sports business analytics – new book excerpt and contest http://www.thebusinessofsports.com/2016/12/20/sports-business-analytics-new-book-excerpt-and-contest/
russell scibetti http://www.thebusinessofsports.com/author/russell/
data and analytics http://www.thebusinessofsports.com/category/data-and-analytics/
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you can also order your own copy at amazon.com http://amzn.to/2ic4fg6
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q1 4th annual sports fan engagement conference http://www.thebusinessofsports.com/events/q1-4th-annual-sports-fan-engagement-conference/
webinar: the nielsen year in sports media report 2016 http://www.thebusinessofsports.com/events/webinar-the-nielsen-year-in-sports-media-report-2016/
webinar: building out your data and analytics team http://www.thebusinessofsports.com/events/webinar-building-out-your-data-and-analytics-team/
2017 nfl combine career conference http://www.thebusinessofsports.com/events/football-career-conference/
mit sloan sports analytics conference 2017 http://www.thebusinessofsports.com/events/mit-sloan-sports-analytics-conference-2017/
all events http://www.thebusinessofsports.com/events/
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inside the sportsbiz studio http://www.thebusinessofsports.com/category/inside-the-sportsbiz-studio/
lacrosse / field hockey http://www.thebusinessofsports.com/category/lacrosse/
law http://www.thebusinessofsports.com/category/law-2/
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baylor s3 report http://baylors3.com/
business of college sports http://businessofcollegesports.com/
darren rovell on espn http://search.espn.go.com/darren-rovell/
forbes sportsmoney http://blogs.forbes.com/sportsmoney/
front office sports http://www.frontofficesports.org/
howard bloom's sbn http://www.sportsbusinessnews.com/
ieg sponsorship blogs http://www.sponsorship.com/about-ieg/sponsorship-blog.aspx
partnership activation http://www.partnershipactivation.com
power sponsorship http://powersponsorship.com/blog/
sponsorpark blog http://www.sponsorpark.com/blog/
sport techie http://www.sporttechie.com/
sports agent blog http://www.sportsagentblog.com/
sports business canada http://sportsbusinesscanada.com/
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the business of sports news and opinions on the business side of sports home about the owner about the site contact us events links newsletter podcasts 22 feb inside the sportsbiz studio: kristin adams posted by russell scibetti published in inside the sportsbiz studio, social media tweet welcome to another edition of inside the sportsbiz studio! this is my version of inside the actor’s studio where i will feature a q&a with another sports business professional willing to share insights from their career and opinions about the state of the industry. just like the tv show, there will be some common questions that everyone answers as well as questions tailored to each individual’s background in the industry. our next guest is kristin adams, founder and ceo of socialie. what was your first #sportsbiz job? in college, i double majored in english and photography trying to hack together a photojournalism major. so during school and after i graduated, i freelanced as a sports photographer for anyone who would give me gigs. i shot tennis tournaments, women’s soccer, lacrosse games, whatever i could. the pay was rarely enough to even cover my gear rentals, but i loved sports so it was worth it. it positioned me perfectly to see the giant opportunity social media was going to have on sports to jump on that bandwagon. what was one lesson from that first job you still carry with you today? i know it’s a controversial take but for me the difference maker in my career has been being open to taking jobs with incredible learning opportunities whether it was paid, unpaid or paying peanuts. i know for a fact i wouldn’t have had the opportunities in sports if i held out for only opportunities that came with a full paycheck. this is the kind of industry where the intangibles are significant. who was a key mentor for you and how did they help? i could name so many people who have helped me over the years. i’ve been extremely fortunate in that way. if i had to name one, the most obvious is ufc president dana white, who i’ve worked with over the last 6 years. dana has always been a phone call or text message away with advice or help with whatever i ask. it has been amazing to have a front-row seat to the growth of the ufc over this time and it’s been a tremendous learning opportunity on how startups work. not many people view ufc as a startup, but reflecting on what i’ve seen, it’s been a perfect case study to pull from as i started socialie. what sports brand or organization do you hold in the highest regard and why? i’ll name one organization that i’ve worked with and one i haven’t. unsurprisingly, i hold ufc in high regard not only for creating a world-class sports organization and brand but for building an entirely new sport at the same time. from the standpoint of an observer, the nba seems pretty incredible. not only have they built the sport into a huge business, but they’ve expanded that business internationally to become a truly global sport. the piece i find most interesting is their early interest in esports. the industry of esports holds so much potential. to watch the nba, a ball-and-hoop irl sport, invest heavily in the future of sports and entertainment is unsurprising, but still very forward thinking. i have a hunch this will chalk up a giant w for them. what is one industry trend you are closely monitoring over the next 12 months? we just did a study on the top sports leagues in the u.s. to compare their reach to their athletes collective reach. there’s two things brands should be paying attention to: first: the increase in reach by activating talent is beyond incremental. for sports organizations on average, athlete reach is 5x their brand reach. for some of the most powerful brands on social, this is eye-opening. second: we’re not talking about reaching the same fans, this is not a frequency play. we looked at fans across league accounts and athlete accounts and saw minimal cross over. these are unique audiences that follow the brand vs. athlete accounts. we believe this analysis will hold true across every industry. brands need to start putting programs in place to understand these new audiences and this is an easy win. i personally believe strongly in this. at socialie my focus has always been harnessing “collective influence” on social. we see that in influencer marketing, employee advocacy, etc. it won’t be long before these activities transition from “trends” to day-to-day best practices across industries. what one professional accomplishment are you most proud of today? i’m proud of being able to take something from the idea stage to a live software company being used by top brands. this is also the answer to the hardest thing i’ve ever done! it’s been really rewarding. there’s a new challenge on an hourly basis. what made you take the leap from #sportsbiz professional to starting a sports-related company? i sat through dozens of demos looking for a solution to help me manage, scale and analyze my “non-owned” social media audiences and there was nothing out there so i decided to build it. it’s definitely scary to leave a steady job with a consistent paycheck and benefits. stepping outside that world has given me opportunities that i would never have had otherwise. building a company from scratch is a lot of work, but i am learning new things every day and having a blast doing it. influencer seems like a buzz word in 2017 with entrepreneur, forbes, and emarketer all calling for an increased focus on that area. why do you think that is becoming a trend? influencer marketing is just a buzzier way of talking about content distribution. anytime you’re able to distribute your message and content to a wider audience, it’s going to have positive effects. i’d like people to start broadening their focus on influencer marketing beyond a paid marketing tactic to the wider scope of activating across all touch points of your brand — that can include paid influencers, ambassadors, employees, sponsorship partners and so on. these activities are so effective, again, because you’re not just increasing reach. you have the opportunity to reach an entirely new audience in a totally authentic way. being able to scale authenticity in a measurable way should be a focus for all social media and influencer marketers. what is one of the major differences between working in the #sportsbiz world and the startup world? the biggest difference in working for a larger, more established company and running a startup is the sheer number of hats you wear. on the corporate side, i had a very specific job, whereas on the startup side i have to figure out all parts of the business. both are fast paced, competitive and i’m still working lots of nights and weekends. maybe there are more similarities than differences! what advice would you give people starting out in their careers who aren’t sure what path they want to take: startup or traditional #sportsbiz? that’s a tough one. i lean toward finding a more traditional #sportsbiz first. my experience may be slightly different as a founder, but understanding a problem first-hand because you experienced it is what positions you differently than other founders and companies — it’s been my competitive advantage. trying to solve a problem that you’re not intimately familiar with is a tall order. overall though, i’d also advise people to look for the kind of opportunity — whether it’s on the corporate side or startup side — where you can have immediate impact. i am a big fan of sink or swim opportunities. if you can find one and succeed it’s going to move your career years forward in half the time. you can connect with kristin on linkedin or on twitter at @ka23a. she will also be at the mit sloan sports analytics conference on march 3-4. no comment print this post 21 feb an inside look at mercedes-benz stadium with alsd posted by russell scibetti published in facilities, technology tweet last week, i stumbled on to a series of videos created by alsd (associated of luxury suite directors) about mercedes-benz stadium, the soon-to-be new home of the atlanta falcons and atlanta united fc. i’ve embedded a playlist below with all eight videos, including interviews with several team executives, a look at their sales preview center and a hard-hat tour of the construction site. the topics cover everything from venue technology and construction to premium sales and the fan experience. you can click the playlist icon at the top-left of the embedded player below to jump to any video in the list. enjoy! no comment print this post 17 feb infographic friday: wi-fi data for college football posted by russell scibetti published in collegiate athletics, facilities, technology tweet it’s time for another edition of infographic friday. today’s content comes to us from ampthink who pulled together a lot of great fan behavior insights based on in-stadium wi-fi data. the infographic focuses on three main areas: frequency of fan attendance volume of visits student behavior i’m particularly surprised by the massive difference between the percent of fans who attended just one game (71%) vs. all six (2%). click on the image below to see the full-sized version and visit www.ampthink.com/wi-fi-data-holds-big-surprises-for-college-football-marketers/ to read all of ampthink’s research and key takeaways. no comment print this post 14 feb interactive analysis of fan cost index posted by russell scibetti published in data and analytics, economics and finance tweet in case you’re not already familiar with it, fan cost index is a metric that’s been calculated and tracked by team marketing report since 1991 as a way to estimate the cost for a family of four to attend a live sporting event. the specific details vary a little over the years based on the availability of data, but the basic formula is to total up the cost of the following items: two adult average price tickets two child average price tickets four small soft drinks two small beers four hot dogs two programs two adult-size caps parking. recently, i discovered that rodney fort, professor of sport management at the university of michigan and author of sports economics, has put together a sports business data page that has a ton of valuable information around ticket prices, salaries, franchise valuations and more. one of the data sets he’s tracked over the years is fan cost index, which gave me the idea to create the interactive dashboard below. on this dashboard, you can dig into fan cost index in several different ways by clicking on the tabs and icons throughout the workbook, including: across one or more seasons by league (mlb, nba, nfl and nhl – unfortunately i do not have fci data for mls) by team across a league year over year fci year over year percent change in fci by dma (looks at the value of all teams in a specific region) by team within a specific dma based on years when new venues opened vs. not the raw list of data with teams’ fci and average rank (most to least expensive within their league in a given season) i’ve set the default filters on the dashboard to show the average value from 2012 to 2016, but you can change this by clicking on one or more years. for more notes on some of the logic in the dashboard and links to all references, click on the notes tab on the dashboard. i hope this can be a valuable reference for everyone. if you have any questions or feedback, please don’t hesitate to contact me. no comment print this post 30 jan interactive analysis of australia and new zealand team twitter accounts posted by russell scibetti published in social media tweet just over a week ago, i published an interactive tableau dashboard based on the twitter account and bio data for 146 professional teams across mlb, mls, nba, nfl and nhl – everything from their current key metrics (followers, following, tweets) to their bio content, choice of image/link/location, and use of various other twitter settings. the response to the dashboard has been great, and in fact, at the request of a few sports business professionals, i’ve created another one based on all the professional teams across australia and new zealand. big thanks to shane harmon (@shaneharmon) for doing all the leg work in aggregating the raw data for this dashboard. please explore the visualization below – you can click on a league logo to filter down to a specific league, change the metrics on that first bar chart, click on a team-specific line to show a pop-up w/ a link to that account, or click on other components to access a link to view all teams and bios that have that chosen attribute. i hope all my sports business friends in that part of the world find this helpful! no comment print this post 24 jan north american venues for u.s. sports properties posted by russell scibetti published in facilities tweet in my efforts to find public, sports-focused data sets, i stumbled upon data from the department of homeland security on major sports venues and their usage – this was perfect to put together a new interactive dashboard. on the visualization below, you can view things like: the number of venues per category and usage by state and city the average, largest and smallest capacities across horse racing, irl, milb, mlb, mls, nascar, nba, ncaa, nfl, nhl and wnba note: the pga venues do not have capacity data detailed locations, sizes and web links for 800+ venues since this data set is managed by dhs, it does not contain every property (for example, they only had metrics on 46 milb venues across the pacific, mexican and international leagues), but i still think this makes for some interesting data exploration. click around and enjoy! no comment print this post 20 jan interactive analysis of team twitter accounts posted by russell scibetti published in data and analytics, social media tweet whenever you create a social media account, there are those basic account settings that let you share information about yourself with others, such as an image, biography, link, etc. i was curious about how different teams use these settings, particularly on twitter. professional sports teams are so well known that they don’t need to educate consumers like other companies do, but this can still be valuable real estate to use. so last weekend (january 14-16, 2017), i went through the twitter accounts of 146 professional teams across mlb, mls, nba, nfl and nhl and captured as much data as i could – everything from their current key metrics (followers, following, tweets) to their bio content, choice of image/link/location, and use of various other settings. i also love tableau as a tool for data visualization, so i took all that data and created an infographic-style, interactive dashboard (below) that you can explore. i encourage you to play around it with and see what insights you can glean from it. here are a few particularly interesting tidbits i found: moments haven’t really “taken off” yet among teams. the lakers (57), bucks (22) and canucks (20) use it the most, but 99 teams don’t have a single moment created, and in particular, mlb accounts have an average of 0.47 moments. mlb accounts like the most tweets by far, averaging 14,729 per account. which teams like the least? the wizards (97), new york giants (62) and new york knicks (31). there’s quite a gap between the chattiest and quietest accounts. putting aside expansion teams, the most tweets come from the blue jackets (109,084) and the fewest come from the bengals (16,424). now let’s look at some insights from the actual bio content: teams often use one social channel to promote others. many teams, especially in mlb (50%) are using their twitter bio to promote their snapchat account, while very few (and actually zero nfl teams) are using it to promote their facebook page. i think it’s important to include at least one hashtag in a twitter bio, to help with search results and to let fans know what hashtag to use when tweeting. mls teams agree with an average of 1.2 hashtags per bio and six teams have 3 different hashtags in their bio. however, 68 teams do not include any hashtag at all! mls teams also have the longest bios, averaging 101 characters, with nba teams having the shortest at 65. i was surprised to see four teams have no bio content at all – this is valuable real estate! don’t forget the sales and service options that your twitter account offers almost all teams set their twitter link to the team homepage, but three link to their snapchat account and two (celtics and whitecaps) link to their ticket page! i like this as a way to try and drive some sales. two teams (bengals and titans) include their phone number in their bio, six include a sponsor logo in their main twitter image, and one of those six (new jersey devils) also include that sponsor in their bio. sixteen accounts allow anyone to direct message them without the team needing to follow them first, which allows the accounts to be better used for customer service. i hope this exercise has been worthwhile to you all. please explore the visualization below – you can click on a league logo to filter down to a specific league, change the metrics on that first bar chart, click on a team-specific line to show a pop-up w/ a link to that account, or click on other components to access a link to view all teams and bios that have that chosen attribute. no comment print this post 16 jan fan first at the sbj momentum sports marketing symposium posted by russell scibetti published in marketing, sponsorships tweet back in september, i had the chance to participate at the sbj momentum sports marketing symposium as the host for several video podcasts with various conference speakers across the two days of the event. i’m excited to share those interviews with you here – we were able to cover a variety of topics, including esports, analytics, roi, vr, retail, wearables, fan engagement and more. use the playlist control on the top left of the embedded player to see all the videos in this collection, or click here to access the playlist on youtube. the list includes: how wearable tech is impacting the fan experience with richard black (chief marketing officer, na, momentum worldwide) and dan fleetwood (vp, global sponsorships, sap) understanding the sports fan with deborah curtis (vp, global sponsorship and experiential marketing, american express) and katie o’brien (vp, business leadership, momentum worldwide) how can brands make smart decisions in esports with mike sundet (svp, dir. sports and entertainment, momentum worldwide) and jesse wofford (digital brand manager, bud light) what’s the sabermetric approach for marketing with elena klau (svp, dir. strategy & insights, momentum worldwide) and jessica gelman (ceo, kraft analytics group) maximizing the impact of sports at retail with shaun brown (svp, dir. cpg & digital retail, momentum worldwide) and david palmer (director, partnership marketing and planning, reese’s, hershey co) the fan first future with kevin mcnulty (president & chief marketing officer, momentum worldwide) and ricardo fort (vp, global assets & partnerships, coca-cola) technology and sports marketing with jason alan snyder (chief technology officer, momentum worldwide) and andrew jenkinson (director, co-founder, the vstream group) no comment print this post 5 jan interview on the front office exchange podcast posted by russell scibetti published in career development tweet i recently had the chance to sit down with jake fehling for an episode of his podcast, front office exchange. we talked about lots of different experiences across my career, starting back with my original decision to go back to school with the goal of getting into the sports industry through my time at the flyers, the jets and kore. we discussed blogging, social media, networking, and other good advice i’ve received over the years. you can listen to the episode below and i hope you enjoy it! i encourage you to check out frontofficeexchange.com and subscribe directly to the podcast so you can access all of jake’s previous and future episodes. no comment print this post 20 dec sports business analytics – new book excerpt and contest posted by russell scibetti published in data and analytics tweet today’s post is an excerpt from chapter 1 of “sports business analytics: using data to increase revenue and improve operational efficiency,” a new book co-edited by c. keith harrison and scott bukstein. anyone who tweets/retweets a link to this post with the hashtag #sportsbizanalytics will be entered to win a free copy of the book (the tweet button on this post has already been set up for you). the contest ends at 11:59pm et on december 31, 2016. you can also order your own copy at amazon.com. here is a brief synopsis of the book, courtesy of scott bukstein. the book aims to provide students and industry leaders with practical strategies to collect data and then convert that data into meaningful, value-added information and actionable insights. a primary objective of the book is to help sport business organizations utilize data-driven decision making to optimize revenue-generation in areas such as ticket sales and corporate partnerships. readers will learn more about the role of big data and analytics in areas such as ticket pricing, season ticket member retention, fan engagement, sponsorship valuation, customer relationship management, digital marketing, market research and data visualization. enjoy the excerpt and don’t forget to tweet for your chance to win a copy of the book. overview of the sport business analytics process the sport business analytics process generally involves data collection, management, visualization, implementation, and evaluation. sport business organizations are encouraged to focus first on clearly defining business strategies, goals and objectives before developing a data-driven initiative or staffing an analytics department. next, organizations need to identify the data systems that will be used to collect and capture data. for example, a sport team could leverage ticketing and point-of-sale software systems to monitor season ticket holder accounts (e.g. frequency of ticket utilization and most recent game attendance) and concessions sales (e.g., track food and beverage inventory along with corresponding revenue at each sales area). in addition to determining the “right” system(s) for data collection, it is imperative for organizations to access and assess the “right” data based on business strategy. for example, if a sport team plans to utilize intercept surveys to determine the probability of season ticket holder renewals, the team could focus on collecting the following information from current season ticket holders: (a) amount spent on season ticket(s) and personal seat license (if applicable); (b) years of season ticket membership; (c) number of games attended during the current season; (d) whether season ticket holder is an individual or business; (e) distance of season ticket holder commute to each home game; (f) number of times season ticket holder attempted to resell tickets; (g) success rate with respect to season ticket holder attempts to resell tickets; and (h) attendance/engagement at ancillary team events with exclusive access for season ticket holders. an effective and efficient data management system (i.e., “data warehouse”) will enable a company to organize, standardize, centralize, integrate, interconnect, and streamline the collected data. an organization will then be able to quickly mine the data and create an analytic model that transforms the raw data into practical, actionable insight. for example, a sport team could use microsoft excel or statistical software such as sas to pinpoint all first-year season ticket holders who purchased the least expensive season ticket package, live over forty miles from the arena, have resold over 50 percent of their tickets through the team’s official season ticket exchange program, and have not personally attended a game in over two months. the team would likely flag these season ticket holder accounts as “most likely not to renew,” which could directly impact the renewal prioritization strategy of team sales and service representatives responsible for renewing season ticket accounts. data presentation and visualization will then empower analytics team members to communicate results so that data is accessible, understandable and usable with respect to developing operational strategies. after an organization implements the data-driven recommendations, key decision makers should consistently monitor and evaluate initiative effectiveness so that the organization can adjust both business operations and future analytics processes. sport business organization leaders should also continuously track industry best practices with respect to data-based opportunities for collaboration and innovation. business analytics application areas in the sport business industry ticket pricing and sales inventory sport business organizations utilize analytics to inform the ticket inventory and pricing decision-making process. most sport teams focus on a combination of “attendance maximization” and “revenue optimization.” teams also focus on creating customer value (e.g., fan event experience) in addition to understanding the importance of “customer lifetime value” (e.g., cumulative amount of total business derived from a current or prospective ticket holder). ticket demand models combined with direct feedback from customers assist sport organizations in developing ticket pricing strategies and customized ticket promotions. customer relationship management (crm) and fan engagement sport organizations develop customer relationship management (crm) systems both to create fan profiles and to structure ticket sales strategies. the crm data warehouse functions as a centralized, integrated database for information related to customer demographics in addition to customer ticketing, merchandise, and food and beverage purchase patterns (m. smith, 2015). organizations can then analyze this data to develop customized messages for specific season ticket holders (or other categories of customers). for example, a college athletics department could mine the crm data to identify that a particular season ticket holder typically purchases nachos and a soft pretzel at the same concession stand at the end of the first quarter of every home football game. the analytics team would also have access to customer background information such as the birthdate of each season ticket holder. equipped with this data, a team representative could be waiting at the concession stand at the end of the first quarter during the football game that is closest to the ticket holder’s birthday in order to provide the ticket holder with a personalized thank you—and free nachos, soft pretzels and soft drinks for the entire family. an effective crm data warehouse can also help sport organizations identify—and subsequently create “pitch packages” for—pre-qualified sales prospects (m. smith, 2015). social media and digital marketing analytics gauging the value of social and digital media marketing campaigns “has become a large concern across the industry” (spanberg, 2016). sport organizations attempt to analyze both impression-based metrics (e.g., website page views, number of twitter “followers,” and similar key performance indicators) and attention-based metrics (e.g., measuring the authenticity, quality and extensiveness of consumer engagement) to determine the overall effectiveness of social and digital media marketing campaigns. sport business industry leaders such as bob bowman, mlb president of business and media, understand that corporate sponsors “have gotten smarter about understanding that more subtle, immersive experiences on social media get better results” (spanberg, 2016). for example, time spent watching video content on a website combined with relevant comments in response to a social media post are likely more reliable indicators of consumer engagement as compared with merely “liking” a facebook post or visiting a website. likewise, visual analytics applied to consumer twitter posts of sport team or corporate partner logos/images might provide superior insight on the reach of (and consumer engagement with) a team or sponsor brand as compared with basic twitter retweets and consumer use of hashtags (see jensen, limbu, and spong, 2015). corporate partnership acquisition, valuation and evaluation as explained by mondello and kamke (2014), “one area of sport business research that continues to remain elusive centers on how to accurately quantify the respected return on investment (roi) involving corporate sponsorships” (p. 4). industry research indicates “about one-third to one-half of [united states] companies don’t have a system in place to measure sponsorship roi comprehensively . . . many companies still do not effectively quantify the impact of these expenditures” (jacobs, jain, and surana, 2014). although sponsorships in the sport industry typically involve large financial investments, sponsors are “often at a loss in coming up with a viable means for measuring the roi of these investments” (wolfe, 2016). common sponsor objectives include the following: (a) improve brand reach, awareness and visibility via experiential marketing; (b) increase consumer brand loyalty and community goodwill; (c) drive retail traffic and showcase/sell product; (d) personalize client entertainment and prospecting; and (e) leverage the right to use a sport organization’s marks and logos (i.e., monetize intangible sponsorship assets). evolving corporate partnership roi and roo metrics include the following measurement categories: (a) sponsor recall; (b) brand awareness, perception and affinity; (c) sponsor cost per consumer dollar spent (i.e., direct revenue from sponsor activation); (d) media impressions; (e) social media engagement; and (f) lead generation for future sales (see kim et al., 2015, for a detailed analysis of factors that influence sport sponsorship effectiveness). references jacobs, j., jain, p., and surana, k. (2014). is sports sponsorship worth it? retrieved from http://www.mckinsey.com. jensen, r. w., limbu, y. b., and spong, y. (2015). visual analytics of twitter conversations about corporate sponsors of fc barcelona and juventus at the 2015 uefa final. international journal of sports marketing and sponsorship, 16(4), 3-9. kim, y., lee, h. w., magnusen, m., and kim. m. (2015). factors influencing sponsorship effectiveness: a meta-analytic review and research synthesis. journal of sport management, 29(4), 408-425. mondello, m. and kamke, c. (2014). the introduction and application of sports analytics in professional sport organizations. journal of applied sport management, 6(2), 1-12. smith, m. (2015). fan analytics movement reaching more colleges. sportsbusiness journal. spanberg, e. (2016). placing values on social media engagement. sportsbusiness journal. wolfe, m. (2016). the elusive measurement dilemma of sports sponsorship roi. retrieved from http://www.bottomlineanalytics.com. no comment print this post next page » connect with us event calendarq1 4th annual sports fan engagement conferencefeb 27 17atlantawebinar: the nielsen year in sports media report 2016feb 28 17webinar: building out your data and analytics teammar 1 172017 nfl combine career conferencemar 2 17indianapolismit sloan sports analytics conference 2017mar 3 17bostonall eventssubscribe to blog via email enter your email address to subscribe to this blog and receive notifications of new posts by email. email address categories baseball basketball boxing and mma career development collegiate athletics community relations customer service data and analytics economics and finance education facilities fantasy sports five for friday football free agent of the week general golf governing bodies hockey inside the sportsbiz studio lacrosse / field hockey law marketing media mobile my mistakes nascar olympics participatory sports picks of the week podcasts politics public relations soccer social media sponsorships sporting goods and apparel technology tennis ticket sales websites search blogroll baylor s3 report business of college sports darren rovell on espn forbes sportsmoney front office sports howard bloom's sbn ieg sponsorship blogs partnership activation power sponsorship sponsorpark blog sport techie sports agent blog sports business canada sports business journal sports business radio sports geek hq sports law blog sports marketing & pr roundup sports media watch sportsearch the huddle by paciolan the migala report the sports business exchange the sports economist sports business week 2016 a week of sports business networking events around the world from september 12-16, 2016 with all funds going to the v foundation. thank you to all our amazing hosts across 50 cities this year. we had over 1,500 attendees and raised over $8,000 for the v foundation. be on the lookout for #sbweek17 later this year! monday, 9/12 - charlotte, nc - chicago, il - denver, co - kansas city, mo - mumbai, india - new york, ny - sacramento, ca - sao paulo, brazil - seattle, wa - vancouver, bc tuesday, 9/13 - baltimore, md - boston, ma - cleveland, oh - dallas, tx - detroit, mi - dublin, ireland - goa, india - los angeles, ca - melbourne, australia - montreal, qc - new delhi, india - pittsburgh, pa - portland, or - pune, india - salt lake city, ut wednesday, 9/14 - amsterdam, netherlands - atlanta, ga - austin, tx - brooklyn, ny - columbus, oh - louisville, ky - london, england - oklahoma city, ok - omaha, ne - orlando, fl - philadelphia, pa - phoenix, az - raleigh, nc - san diego, ca - toronto, on - washington, dc thursday, 9/15 - bangalore, india - cincinnati, oh - houston, tx - indianapolis, in - miami, fl - minneapolis, mn - san francisco, ca - tampa, fl friday, 9/16 - st. louis, mo click here to learn more. click here for a recap from 2015. --> subscribe now subscribe recent posts inside the sportsbiz studio: kristin adams an inside look at mercedes-benz stadium with alsd infographic friday: wi-fi data for college football interactive analysis of fan cost index interactive analysis of australia and new zealand team twitter accounts recent comments i sports in on national signing day, athletes and institutions… turnkey intelligence - turnkey revi… in on national signing day, athletes and institutions… sell bulk auto paper towel in infographic friday: where to share your video turnkey intelligence - want to work… in want to work in sports? get comfortable with analy… just sport jobs in inside the sportsbiz studio: j.w. cannon © 2016 the business of sports theme by wired studios, courtesy of corvette garage valid xhtml | valid css 3.0 powered by wordpress


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