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Friday, February 2 • 9:00am - 9:45am
Arena Analytics: Fan Segmentation and Clustering Based on Location Analytics

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Modern sports arenas are some of the most heavily wired locations in the world. Providing all that internet access to fans is great for a range of in-stadium applications, but it has the (fairly spectacular) side-benefit of providing a fascinating new CRM data stream about your single most valuable resource – the in-stadium fan. Location analytics technologies built into most wifi systems (and available in more sophisticated versions in proprietary technology) allow you to track fans in-stadium experience in surprising detail. It’s great for optimizing and personalizing your fan communications. In this session, you’ll get a brief introduction to the relevant technology systems (camera, mobile, wifi) and then a deep look at the data they actually produce and how to join that data to your CRM records. We’ll look at how to map the data to the arena in an analytically interesting fashion to turn base location data into valuable CRM information. Finally, we’ll look at clustering techniques for isolating and understanding key in-stadium behaviors and attendance patterns. In particular, we’ll look at ways to cluster the data to identify season-ticket holder attendance patterns (overall, by game and by group type) and in-game preferences (time preferences and food/activity preferences).

avatar for Gary Angel

Gary Angel

CEO, Digital Mortar
Considered one of the leading customer analytics and digital measurement experts in the world, Gary is the CEO and founder of Digital Mortar. Digital Mortar provides comprehensive collection and measurement of the customer journey in physical spaces. Previously, Gary led Ernst & Young’s... Read More →

Friday February 2, 2018 9:00am - 9:45am CST