big data analytics in sports industry
Post on 15-Jul-2015
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BIG DATA ANALYTICS TRANSFORMING FAN ENGAGEMENT AND TEAM PERFORMANCE IN SPORTS INDUSTRY
WWW.PROMPTCLOUD.COM
BIG DATA SPANS THROUGH THE ENTIRE SPORTS CYCLE
• PRE-MATCH ANALYSIS
• TRAINING
• PLAYER PROFILES
• SPONSORSHIPS
• FAN ENGAGEMENT
• TEAM PERFORMANCE
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• FAN ENGAGEMENT CAN
TRIGGER DECISION MAKING IN
BROADCAST CONTENT &
ADVERTISING
• FAN ENGAGEMENT AFFECTS
TICKET SALES & TRP
• FAN ENGAGEMENT CAN GET
BETTER SPONSORSHIPS THAT
TRANSLATES TO HIGHER SPEND
NEXT SEASON
• FAN ENGAGEMENT CAN
MONITOR THE TEAM’S BRAND
BY UNDERSTANDING FAN
SENTIMENTS
FAN DATA & FAN ENGAGEMENT
Fan data sources
• FAN ENGAGEMENT
• FAN SEGMENTATION
• FAN LOYALTY ANALYTICS
• DYNAMIC TICKET PRICING
• MARKETING OPTIMIZATION
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FAN DATA CONSUMPTION AND CLUSTERING FAN DATA CONSUMPTION CAN BE THE BASIS FOR CUSTOMER SEGMENTATION; WITH BIG DATA WE CAN NOT ONLY TRACK WHAT KIND OF DATA
FANS ARE ACCESSING BUT WE CAN ALSO HAVE A LOCATION AND TIME BASED SEGMENTATION
Segment1
Segment 2
Segment 3
Segment4
Targeted content, advertising & marketing
Targeted content, advertising & marketing
Targeted content, advertising & marketing
Targeted content, advertising & marketing
• Create products & services that fans like & seek
• Further increase engagement with the brand
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BIG DATA & ONLINE TICKET MARKET
• DEMAND GENERATION MECHANISMS
• DYNAMIC PRICING
• PERSONALISATION & CUSTOMIZATION TO IMPROVE FAN EXPERIENCE
• CUSTOMIZED DISCOUNTS & OFFERS
BY AGGREGATING ONLINE TICKET SALES, TEAMS UNDERSTAND IF FANS PREFER TRADITIONAL METHOD OF TICKETING OR ONLINE
METHOD. TICKET PRICING IS A RELIABLE WAY FOR TEAMS TO MAKE ADDITIONAL REVENUE THROUGH ANALYTICS.
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BIG DATA & TEAM PERFORMANCE
• DESCRIPTIVE ANALYTICS ON PLAYERS
• GAME SIMULATION
• GAME TACTICS ANALYSIS
• VIDEO ANALYTICS
• FAN DATA ANALYTICS
• TRAINING & INJURY ANALYSIS
Select best possible players?
Select best possible teams?
Select best possible technical staff?
BIG DATA ANALYTICS
PROVIDES PLAYER LEVEL
INSIGHTS & SUGGESTS
THE BEST ON FIELD
STRATEGY FOR THE
NEXT GAME
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HOW TO EXTRACT FAN DATA?
FAN DATA SOURCES
•SOCIAL MEDIA
•SPORTS BLOGS
•TEAM /CLUB WEBSITES
•SPORTS FORUMS
WEB DATA CRAWLING & DATA EXTRACTION
•Twitter crawls for fan sentiment analysis & brand monitoring
•Site-specific crawls for understanding fan preference & accordingly producing content
Teams can collect fan data by web crawling; a process that involves searching through various components of the web to extract relevant data
• BRAND MONITORING
• FAN SENTIMENT ANALYSIS
• TEAM PERFORMANCE
• FAN ENGAGEMENT
• SPONSORSHIPS
• BROADCAST CONTENT
• MARKETING & ADVERTISING
WWW.PROMPTCLOUD.COM
FUTURE OF BIG DATA IN SPORTS
• TEAMS SHOULD EFFECTIVELY CONSUME THE DATA TO DERIVE INSIGHTS
• PREDICTING THE ENTIRE OUTCOME OF THE GAME IS IMPOSSIBLE
• TECHNOLOGY ALONE CANNOT IMPROVE A HUMAN’S PERFORMANCE
• HUMAN DECISION MAKING STILL DOMINATES TECHNOLOGY AS MOST TEAMS HAVE SIMILAR
DATA BUT PERFORMANCE VARIES
Though data is powerful in providing meaningful interpretations, teams should look for ways to properly use this data. Data without logic is just numbers.
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THANK YOU!
WWW.PROMPTCLOUD.COM
THANK YOU!
WWW.PROMPTCLOUD.COM
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