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JPK
Gro
up
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?