With how easy it is for fans to stay at home or go out to their local sports bar to watch the game, teams and venues have been finding creative ways to figure out what will help them hold on to their patrons. One of these teams being the Boston Bruins who have turned to the SAS Institute, a US-based company that uses analytics software to research what it is that make fans tick.
The organizations will be using the company’s tool like SAS Data Quality and SAS Marketing Automation to collect data about what fans are interested in during games. What they find information through are called “fan touch points”, which are an array of different points like the food and beverage selections, cleanliness, parking, etc.
“As a leader in analytics and fan engagement, SAS is the perfect teammate for the Boston Bruins and TD Garden. TD Garden will have the insights they need to keep fans hungry for more, both in-season and throughout the year,” said Jim Tobin of SAS Sports Industry Practice.
TD Garden and Boston Bruins aim for home ice advantage with SAS® Analyticshttps://t.co/q61Gv96miD
— SAS Software (@SASsoftware) August 3, 2016
SAS has been helping numerous other teams and leagues improve their fan insight and engagement, operations, player management and marketing. The Orlando Magic, for example, has been using SAS to help their organization compete against their larger-marketed opponents. They were able to use the company’s programs to help increase their season-ticket base and even help the coaches put together line ups that will bring in bigger crowds.
SAS has helped us grow our business. It is probably one of the greatest investments that we’ve made as an organization over the last half-dozen years because we can point to top-line revenue growth that SAS has helped us create through the specific messaging that we’re able to direct to each one of our client groups. – Anthony Perez, Orlando Magic Vice President of Business Strategy
This process is hoping to help sports teams to find out what their fans are asking for and what will get them a high retention rate. While most of us know that there really isn’t a better way to watch a game than in person, it’s good to know that the organizations are working to find ways to constantly give their fans what they want and compete with the at-home viewing experience.