Applying Data & Analytic Insights to Customer and Market Strategy€¦ · research and...

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June 14-15 • Boston, MA

Applying Data & Analytic Insightsto Customer and Market Strategy

Driving decision making and strategythrough data insights

June 15, 11:00am

View presentation online at:

https://jpkgroupsummits.com/attendee3

Richard Smith – Manager, Analytics & Strategy, CorporatePartnerships & Business Development at Boston Celtics

Business Forecasting and Analytics Forum

Richie has extensive experience working with organizations on their overall business

objectives and processes. He has led and supported numerous types of internal and

external client engagements through management consulting, strategic planning, and

research and analysis. Richie currently works in the front office of the Boston Celtics, and

sits at the intersection of corporate partnerships, business development and strategic

marketing. Prior to his time with the Celtics, Richie worked as a Senior Consultant for Fuld

+ Company, a global consulting firm focused on competitive strategy, market analysis and

strategic planning. Richie graduated cum laude from The George Washington University

with a Bachelor of Business Administration (BBA) degree.

APPLYING DATA &

ANALYTIC INSIGHTS TO

CUSTOMER AND

MARKETING STRATEGY

Presented by Richie Smith

June 2016

• 1.5 years with the Boston Celtics

• Previously worked in management consulting

• And before that, a start-up marketing technology company

• Graduated from The George Washington University School of

Business

SHORT BIO

INTERACTIVE EXERCISE

• Who has ever purchased season tickets?

• Who has ever purchased any ticket to a game?

• Who has ever attended a game using someone else’s tickets?

• Who has ever watched a game on TV?

• Who has ever purchased merchandise?

• Who notices corporate sponsors while attending games?

• Who follows your favorite team on social media?

• Who has no interest in sports at all?

THE SPORTS INDUSTRY IS BIG BUSINESS

THE SPORTS INDUSTRY IS BIG BUSINESS

Source: Forbes, Deloitte

62PRO TEAMS

ARE

WORTH

OVER $1

BILLION

Average franchise valuation (in $ million) 3.5x

6x

2x

THE SPORTS INDUSTRY IS BIG BUSINESS

THE SPORTS INDUSTRY IS BIG BUSINESS

Source: Forbes, Deloitte, Fortune

$32BCOMBINED

REVENUE FOR

NFL, MLB, NBA

& NHL

Average franchise revenue (in $ million) 3x

2.5x

2x

2x

THE SPORTS INDUSTRY IS BIG BUSINESS

WHAT DOES THE TRADITIONAL SPORTS

BUSINESS MODEL LOOK LIKE?

TRADITIONAL AVENUES FOR REVENUE

• Ticket Sales

• Merchandise

• Corporate Sponsorships

• Broadcast / TV

TRADITIONAL AVENUES FOR REVENUE

• Ticket Sales

• Merchandise

• Corporate Sponsorships

• Broadcast / TV

TRADITIONAL AVENUES FOR REVENUE

DATA

WHO ATTENDS GAMES?

WHO IS A GENERAL FAN?

WHO FOLLOWS THE TEAM?

SOURCES OF DATA

DataTicket buyers

Fan demographic

info

Merchandise buyers

Social followers

TV viewers and ratings

Email subscribers

PR

Community Engagement

360 DEGREE

FAN VIEW

EXAMPLES WHERE DATA PLAYS A ROLE

• 360 degree fan view

• Pricing

• In-venue experience

• Sponsorships

DATA PROCESS

Data WarehouseTicket Buyer Info

Ticketmaster

Archtics

CRM

Other interactions

Email marketing opt-ins

Social credentials

Merchandise purchases

Segmentations

Survey responses

Brand interests

EXAMPLE – SALES PROSPECTING

• Lives within 25 miles of TD Garden

• Have a phone number and email address

• Have 1+ child in HHLD

• $5,000+ on tickets and merchandise over the past three

seasons (non-STMs)

• Follow @Celtics on Twitter

EXAMPLE – SALES PROSPECTING

EXAMPLE – SALES PROSPECTING

EXAMPLES WHERE DATA PLAYS A ROLE

• 360 degree fan view

• Pricing

• In-venue experience

• Sponsorships

PRICING

•Variable Pricing

•Dynamic Pricing

PRICING

JUMPING ON BOARD

VARIABLE PRICING

Different prices for the same seat depending

on the projected demand for the game.

Price

Demand

Profit

Static pricing

One selling price

Missed revenue

Missed profit

Price

Demand

Variable pricing

Selling

price 1

Selling

price 2

Profit

DYNAMIC PRICING

The real-time adjustment of single game tickets

based on algorithmic demand factors.

Price

Demand

Profit

Static pricing

One selling price

Missed revenue

Missed profit

Price

Demand

Dynamic pricing

Many selling prices

Profit

PRICING

How to make sure season ticket members are

still getting the best deal?

$50

Dynamically-priced tickets X

Dynamically-priced tickets ✓

EXAMPLES WHERE DATA PLAYS A ROLE

• 360 degree fan view

• Pricing

• In-venue experience

• Sponsorships

IN-VENUE

EXPERIENCE

MOBILE TICKETING

SEAT UPGRADES

SEAT UPGRADES

EXAMPLES WHERE DATA PLAYS A ROLE

• 360 degree fan view

• Pricing

• In-venue experience

• Sponsorships

SPONSORSHIPS

SPONSORSHIPS

• Achieving objectives

• Aligning audience targets

• Measuring ROI

SPONSORSHIP PROCESS

PROFILE

BUSINESS OBJECTIVES

PARTNERSHIP GOALS

IDEATE

ACTIVATION IDEAS

PARTNERSHIP ELEMENTS

EXECUTE

PARTNERSHIP

IMPLEMENTATION

REVIEW

ROI ANALYSIS

PARTNERSHIP EVALUATION

BUILDING THE SPONSORSHIP

SPONSOR

SPONSORSHIP MEASUREMENT

CRM AND INVENTORY

QUESTIONS?