BIG DATA ANALYTICS TRANSFORMING FAN ENGAGEMENT AND TEAM PERFORMANCE IN SPORTS INDUSTRY

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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

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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!

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THANK YOU!

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