CIO Straight Talk - Issue 8 - 44
a data architect, a sports-oriented CRM analyst, and
designed CRM applications, leading-edge reporting
business analytics and reporting specialists.
tools, and the integration of the data warehouse with a
In addition to creating the data-services group,
we had to evolve our IT organization. Like any
sophisticated, third-party fan-engagement platform.
When you start focusing on the data, a very
championship-caliber team, we needed to adapt
important aspect of digital transformation becomes
to changes in expectations, team chemistry, and
clear to everybody in the organization: quality beats
our portfolio of skills. To accomplish this, we took
quantity every time. Until you can effectively harness
a page from how successful baseball teams are
the data, analytics is just a dream. In our case, there
built. We designed our team by emphasizing strong
are more than ten different ways for someone to buy a
leadership and coaching, and by building a roster
ticket to attend a Red Sox game. This means we have
made up of a few all-stars, free agents in the form
ten ways by which an error can occur. Add to that
of consultants, utility players with key differentiated
the duplication of customer data, and you have the
skills, new experienced players from outside of our
makings of a serious data-quality problem.
club, supported by a young and hungry farm system
comprising part-time resources and select interns.
It's worth noting that because in today's digital age
We have made progress in our data governance and
quality management efforts, but it's a journey that
is never complete. What's critical is that we have a
IT teams need to be lean, adaptable, and skilled in
commitment to data integrity and a process to identify
using leading-edge solutions, sports organizations
and address data inaccuracies at both the beginning
increasingly look to outside industries for their
and end of each data ingest and integration process.
technology professionals, rather than relying on the
traditional internal farm system. The Oakland Athletics'
Enhancing the Fan Experience
Billy Beane, the central character of Moneyball,
was absolutely right when he told the Wall Street
Digital transformation also means adding a digital
Journal a couple years ago: "Increased demand
layer on top of the physical reality of your enterprise.
for technical skills required to interpret the 'big
For us - and most importantly, for our fans-the
data' will dramatically change the composition and
physical reality is America's oldest and most loved
demographics of front offices... [S]port will no longer
ballpark, Fenway Park. We started there with the
be the exclusive domain of 'insiders,' and the business
basics-collaborating with the Major League Baseball
will be better for it." In other words, insularity is your
organization (MLB) to install a Wi-Fi network
worst enemy in a fast-changing digital world.
throughout the park. By the mid-season All-Star
Accordingly, at the Red Sox we rounded out our
break of 2015, working through the snowiest winter in
"virtual" team by cultivating key relationships with
Boston's history, we finally completed the installation.
local colleges and universities to provide critical
Connectivity is like oxygen in today's digital age.
external insight, and we engaged with a few key
Customers everywhere expect connectivity to
strategic partners to effectively balance the buy-
be ubiquitous, in high concentrations, and readily
versus-build equation.
available. Connectivity, however, is but a means to
A Focus on Data Collection and Analysis
an end. It's what you do with it that determines user
satisfaction. We are still early in our digital journey
when it comes to creating compelling digital products
In parallel with our people changes, we significantly
upgraded the infrastructure supporting the
collection and analysis of our data. The nucleus of
44
and services that will both simplify and enhance the
fan experience.
We are leveraging the capabilities of the MLB
this infrastructure investment was a state-of the-art
Ballpark mobile application, which supports digital
enterprise data warehouse, complemented by custom-
ticketing, in-game seat upgrades, offers and
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
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