CIO Straight Talk - Issue 8 - 43
In the sports world, baseball is not unique in its
limited knowledge of its customer base. According to
one recent estimate, U.S. sports teams, on average,
people purchased tickets and where they sat, but little
else about them.
The realization that past data practices are woefully
know less than 5% of their fans. For the Red Sox, this
inadequate in today's digital world is certainly not
would imply having limited knowledge of about 400k
limited to sports. Even many of the companies that
fans out of the 7 million-plus adults in New England
today are considered "big data" powerhouses were
who consider themselves citizens of "Red Sox Nation."
anything but that just a few short years ago. For
While traditional market segmentation efforts - the
example, as the 21st century rolled around, only limited
young fan who attends games frequently, the small
historical weather data was captured at The Weather
business owner who entertains clients at games,
Channel. Why capture information on the storm that
etc. - provide a helpful window onto the sporting-fan
just passed? Or so the reasoning went. As digital
population, such basic scrutiny won't get you to first
platforms and learning systems evolved, however, so
base in today's digital age. Today, we must understand
did the need for more granular and more diverse data.
and serve fans' individual needs. For that, we must
have a 360-degree knowledge of each customer.
Basically, sports franchises have had two key
For the Red Sox to match its player analytics
with data-driven, fan-level analytics required a
comprehensive approach. We needed to create new
obstacles to more fully understanding the fan. One
capabilities in the IT function; transform our data
was that teams are historically one step removed
collection and integration practices to emphasize the
from the buyer, who may have purchased a ticket or
importance of data analytics and reporting; and offer
merchandise from any one of a variety of channels and
new digitally enabled fan-facing programs.
middlemen. The other was that the data we collected
was coming from disparate data sources and housed
New Skills and a New Organization
in disparate databases. The result was that you know
that X has been a season ticket holder for Y years,
The first step in transforming our knowledge of our
but you probably don't know how old he (or she) is;
customers was to create a data-services team. The
his family status; how many games he, as holder of
sole focus of this small group is data, more specifically,
the season tickets, personally attends; his concession
data on our customers. To staff it, we hired people
habits; etc. In short, sports franchises knew how many
with skills and expertise that we hadn't had, including
"
When you start focusing on the data, a very
important aspect of digital transformation becomes
clear to everybody in the organization: quality beats
quantity every time. Until you can effectively harness
the data, analytics is just a dream.
"
43
CIO Straight Talk - Issue 8
Table of Contents for the Digital Edition of CIO Straight Talk - Issue 8
Contents
CIO Straight Talk - Issue 8 - Cover1
CIO Straight Talk - Issue 8 - Cover2
CIO Straight Talk - Issue 8 - 1
CIO Straight Talk - Issue 8 - Contents
CIO Straight Talk - Issue 8 - 3
CIO Straight Talk - Issue 8 - 4
CIO Straight Talk - Issue 8 - 5
CIO Straight Talk - Issue 8 - 6
CIO Straight Talk - Issue 8 - 7
CIO Straight Talk - Issue 8 - 8
CIO Straight Talk - Issue 8 - 9
CIO Straight Talk - Issue 8 - 10
CIO Straight Talk - Issue 8 - 11
CIO Straight Talk - Issue 8 - 12
CIO Straight Talk - Issue 8 - 13
CIO Straight Talk - Issue 8 - 14
CIO Straight Talk - Issue 8 - 15
CIO Straight Talk - Issue 8 - 16
CIO Straight Talk - Issue 8 - 17
CIO Straight Talk - Issue 8 - 18
CIO Straight Talk - Issue 8 - 19
CIO Straight Talk - Issue 8 - 20
CIO Straight Talk - Issue 8 - 21
CIO Straight Talk - Issue 8 - 22
CIO Straight Talk - Issue 8 - 23
CIO Straight Talk - Issue 8 - 24
CIO Straight Talk - Issue 8 - 25
CIO Straight Talk - Issue 8 - 26
CIO Straight Talk - Issue 8 - 27
CIO Straight Talk - Issue 8 - 28
CIO Straight Talk - Issue 8 - 29
CIO Straight Talk - Issue 8 - 30
CIO Straight Talk - Issue 8 - 31
CIO Straight Talk - Issue 8 - 32
CIO Straight Talk - Issue 8 - 33
CIO Straight Talk - Issue 8 - 34
CIO Straight Talk - Issue 8 - 35
CIO Straight Talk - Issue 8 - 36
CIO Straight Talk - Issue 8 - 37
CIO Straight Talk - Issue 8 - 38
CIO Straight Talk - Issue 8 - 39
CIO Straight Talk - Issue 8 - 40
CIO Straight Talk - Issue 8 - 41
CIO Straight Talk - Issue 8 - 42
CIO Straight Talk - Issue 8 - 43
CIO Straight Talk - Issue 8 - 44
CIO Straight Talk - Issue 8 - 45
CIO Straight Talk - Issue 8 - 46
CIO Straight Talk - Issue 8 - 47
CIO Straight Talk - Issue 8 - 48
CIO Straight Talk - Issue 8 - 49
CIO Straight Talk - Issue 8 - 50
CIO Straight Talk - Issue 8 - 51
CIO Straight Talk - Issue 8 - 52
CIO Straight Talk - Issue 8 - 53
CIO Straight Talk - Issue 8 - 54
CIO Straight Talk - Issue 8 - 55
CIO Straight Talk - Issue 8 - 56
CIO Straight Talk - Issue 8 - 57
CIO Straight Talk - Issue 8 - 58
CIO Straight Talk - Issue 8 - 59
CIO Straight Talk - Issue 8 - 60
CIO Straight Talk - Issue 8 - 61
CIO Straight Talk - Issue 8 - 62
CIO Straight Talk - Issue 8 - 63
CIO Straight Talk - Issue 8 - 64
CIO Straight Talk - Issue 8 - 65
CIO Straight Talk - Issue 8 - 66
CIO Straight Talk - Issue 8 - 67
CIO Straight Talk - Issue 8 - 68
CIO Straight Talk - Issue 8 - 69
CIO Straight Talk - Issue 8 - 70
CIO Straight Talk - Issue 8 - 71
CIO Straight Talk - Issue 8 - 72
CIO Straight Talk - Issue 8 - 73
CIO Straight Talk - Issue 8 - 74
CIO Straight Talk - Issue 8 - 75
CIO Straight Talk - Issue 8 - Cover3
CIO Straight Talk - Issue 8 - Cover4
https://magazine.straighttalkonline.com/hi_tech
https://magazine.straighttalkonline.com/issue12
https://magazine.straighttalkonline.com/assetheavy2020
https://magazine.straighttalkonline.com/lifesciencesandhealthcare2019
https://magazine.straighttalkonline.com/womenintech2
https://magazine.straighttalkonline.com/financialservices2019/
https://magazine.straighttalkonline.com/issue11
https://magazine.straighttalkonline.com/issue10
https://magazine.straighttalkonline.com/issue9
https://magazine.straighttalkonline.com/womeninit
https://magazine.straighttalkonline.com/financialservices
https://magazine.straighttalkonline.com/issue8
https://magazine.straighttalkonline.com/issue7
https://magazine.straighttalkonline.com/issue6
https://magazine.straighttalkonline.com/issue5
https://magazine.straighttalkonline.com/issue4
https://magazine.straighttalkonline.com/issue3
https://magazine.straighttalkonline.com/issue2
https://magazine.straighttalkonline.com/issue1
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