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Friday, February 2 • 2:15pm - 3:00pm
The Monetization of Authenticity with Various Demographic Groups: Sport & Entertainment Data Analytics with Fans and Audiences

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The purpose of this presentation is to examine the process of how to collect important qualitative and quantitative data points collected with various demographic fan/audience groups across professional and collegiate sport. Women, Asian Americans, African Americans, Latina/o American, Polynesian American, and hip-hop populations across various generations reveal unique cultural themes that enable business leaders to develop innovative activations with brands and teams based on analytics with intercept and other "real-time" survey approaches. References will be made to the textbook Sport Data Analytics by Harrison & Bukstein (2016) Taylor & Francis.

Speakers
avatar for C. Keith Harrison

C. Keith Harrison

Associate Professor of Sport Business Management, University of Central Florida
Dr. C. Keith Harrison is Associate Professor of Business Administration and Associate Chair in the DeVos Sport Business Management Program at UCF (Orlando). Harrison has published numerous peer-review articles and co-authored with Scott J. Bukstein the book Sport Data Analytics (2016... Read More →


Friday February 2, 2018 2:15pm - 3:00pm CST
Auditorium