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The Tao of Sports Podcast – The Definitive Sports, Marketing, Business Industry News Podcast

Sports Revenue Analytics veteran and sport management professor Troy Kirby interviews the team behind the teams in Front Offices and Athletics Departments throughout the world, revealing an industry of specialists and minds unseen by the local or national media. Examined in this podcast are current or long-standing industry topics; tickets, business, analytics, moneyball, revenue, finance, economy, sales and jobs of the NCAA, NFL, MLB, NBA, and NHL. Also included are topics surrounding third party vendors, sports business, revenue, marketing, mentoring interns, facilities, managing employees, as well as how to not only break into sports, but stay in the industry long-term. The often-invisible side of the industry is where the Tao of Sports Podcast attempts to pull back the elusive curtain, providing information both to industry insiders and those who want to work in sports. Troy Kirby is a sport management professor at Saint Martin's University in Lacey, Washington.
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The Tao of Sports Podcast – The Definitive Sports, Marketing, Business Industry News Podcast
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Now displaying: Category: Analytics
Jan 29, 2016

As Super Bowl 50 nears, so does the main event for SAP in terms of fan engagement. Ward Bullard is SAP's Vice President of Sports & Entertainment, overseeing from concept to rollout of the Fan Energy Zone, which is expected to be a highlight of the entire SB50 week. The Fan Dome, in the heart of San Francisco's Super Bowl City, will hold a 40-foot tall Fan Dome, allowing fans to become players as they step into an interactive gaming experience, along with a Fan Wall, a 50-by-15 foot video wall that will capture and display fan gaming highlights. Bullard discusses the implementation of the entire SAP Hana data backbone for the Fan Energy Zone, as well as how smart interactive concepts are revolutionizing the sports fan experience landscape. Twitter: @WardBullard

Dec 11, 2015

Consumer demographics are one of the key ways that franchises are gaining insights into how their fans behave. Cole Harper founded DoorStat around the idea of engaging each piece of data to reveal more about consumer habits, trends and ways to build revenue around a cohesive manner of interaction with the venue. Harper discusses some of the ways that the buzzword trends of "big data" have been transformed into a world of analytical achievement for franchise executives. Harper talks about the infrastructure require in order to handle robust tasks in terms of breaking down and achieving marketing effectiveness. Twitter: @DoorStatCole

Nov 18, 2015

Michael Rust is part of the analytics revolution for third party ticket sales groups, serving as the coordinator for database marketing at the Aspire Group, on the campus of Miami-Ohio University. Rust discusses how he goes about merging a lot of different segmentations together, from various campus constituencies, then presenting that information to administration. Rust says that he doesn't expect everyone to fully understand data, but that the same group should be able to engage with what Rust is saying the data tells him about a specific customer group. Rust talks about how to drive not only sales through data, but also specific marketing campaigns to make impactful choices that translate to real revenue.

Sep 9, 2015

Major League Soccer's secret data weapon comes in the form of Charlie Sung Shin, who has over the past decade revolutions various insights into understanding the league's customers. Shin discusses the various metrics that make up the MLS fan - age, nationality, and geographic insights. Shin also shares some of the ways that have made the MLS unique in gathering information, as well as expanding on the information that they already have. Twitter: @CRMInSports

Sep 4, 2015

Understanding the avenues where data and revenue can be intertwined is an asset to any future franchise executive. Haynes Hendrickson breaks down several components of data, in how it can help a franchise generate long-term sustainable revenue streams through the information break downs of their customer base. Hendrickson talks about how under-utilized some areas of data are, especially in corporate sales, where the information may be only offered to a client as an after-thought instead of as a part of the pitch. Hendrickson also covers one of the key aspects of Turnkey's recruiting arm, and how it can help drive the best candidates to a franchise who can understand and engage data long-term. Twitter: @HaynesH

Aug 21, 2015

Natalle Brown is truly helping innovate the sports business space through Lightning Rewards, a multi-data set platform to connect fans to the Melbourne Storm National Rugby League team brand. Brown explains the Melbourne sports market, and how fighting for the fan amid 21 other professional competitive teams makes every transaction a necessary one. Brown talks about how the Lightning Rewards program works, some of the ways that fans interact and engage with each other using the social media aspects, and how the Storm reap the ultimate rewards of fan loyalty in the process. Brown speaks about the sporting culture of Melbourne, as well as how membership works, including the cradle-to-the-grave loyalty to one sports club brand over the others. Twitter: @NatalleBrown

Aug 3, 2015

College athletics is still behind in the data revolution, and Ryan Mosher explains his thoughts on why that's the case. Mosher talks about the various constituencies which do not communicate on campus, and what drives most of them apart in the first place. Mosher discusses how the merging of data, as well as overall implementation of a campus-wide CRM can help all parties involved, in learning who their customers really are, instead of who the campus thinks their customers are.

Jul 1, 2015

As the Minnesota Vikings transition to a new football stadium in 2016, the goal is to seek out every potential qualified lead in order to continually grow the customer base. Rich Wang serves as an associate director for the NFL team's analytics and fan engagement, having worked at several teams, such as Madison Square Garden, The San Francisco 49ers, Legends Hospitality and the Minnesota Timberwolves prior to his tenure at the Vikings. For Wang, the goal is to develop a better resource to understand who each sales person is talking to, and how to ensure that any effort put forth is a quality one leading to a rapid-growth sales initiative. Wang discusses the challenges of implementing such a system, as well as educating sales staff on the opportunities that lie ahead by building an analytics warehouse of customer knowledge. Twitter: @RichWang3

May 6, 2015

The sports business data analytics conversation with Bobby Whitson goes next level. Whitson has been in the sports business field for some time, and understands it from the ticket vendor platform point of view, as a former director of sales at Veritix. Now a partner with SSB Consulting, Whitson's job is really trying to help create further avenues of conversation with franchise executives in order to showcase the importance of not only collecting data, but using it effectively. Whitson does depart from the idea of social media holding a direct R.O.I., but understands how his criticism isn't the gospel either, and instead focuses on what he feels helps build and garner data collective and utilization principles that work for the sports industry as a whole in order to generate revenue. Twitter: @TexasRig26

Mar 2, 2015

The world of premium sales at the venue level requires a certain type of perspective on prospective client relations, as Mike Guiffre explains. This doesn't just means hitting the phones hard for 100 calls per day, but a data-driven approach with CRM that helps illuminate exactly who the client is, and what their capacity is as well. Guiffre presents the argument for how data analytics is being performed at the sports/venue level, and where it needs to go in order to improve. Some of those steps require less phone skills, and more information on how to deliver that message correctly in the first place. Twitter: @MjGuff

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