Stagefront's Mike Guiffre co-hosts this podcast with Troy, discussing various components of searching for the hidden fan. In this episode, data is discussed, along with what that data actually means, in a constructive conversation toward driving revenue in different ways. Including the Don Cherry firing.
The bridge between the accumulation of consumer data and actionable data in sports revenue generation is narrowing in focus daily. Lenny Goh discusses how the advent of social media data collection is now starting to yield out measurable returns for sports teams and concert ticket buyers, as clients are starting to figure out exactly what makes an online transaction occur. Goh talks about the methodology that transforms a message into a marketing sale. Twitter: @lennygoh
In a rather extensive conversation about data, Roger Tomlinson argues that board members, as well as senior directors, should be establishing protocols of training for their staff at venues. Tomlinson presents his case that box office staff tend to know their customers better than executives, yet tend not to be involved in the data initiatives that are rolled out. Tomlinson talks about ticket pricing, touting and how the value of the ticket is robbed by papering the house. Twitter: @brandinyourhand
Ian Taylor presents the narrative on how data in ticket sales revenue generation is utilized in the United Kingdom and European marketplace. Taylor speaks expansively on the inclusion of trackable information on customer behaviors, along with using traditional terrestrial media methodology in order to create more ticket buyers. Taylor speaks about his work at bigdog, which helps Feld Entertainment's events in the UK; specifically brands such as Marvel Entertainment Live shows, toward new and consistent audiences. Twitter: @iantix
Deep in Canada's technology sector, Tim Burke has been examining ways to learn more about customers for the past 15 years. Burke discusses his passion for Affinio, a company founded on the belief that there is more to learn beyond the social noise. Burke talks about the mega trendsetters in the marketplace, as well as the misconceptions about what data matters and what should be disregarded. Twitter: @t1mburke
Coming out of Wall Street, Jim Dries is seeking to revolutionize the sports data segment with PiLYTix. Dries discusses how to show more about the customer to the sales rep, as well as ensure that it translates to actionable information which drives more revenue for the sports franchise. Dries talks about some of the misconceptions about data gathering, as well as overall pitfalls that occur. Twitter: @pilytix
Ken Troupe returns to the podcast (he was on Ep. 4 in 2012) and talks about what he's learned since that time, crossing over from the team side with the Arizona Coyotes to SportsDesk Media. Troupe discusses the importance of data in ticket sales, along with corporate sales metrics, and how to develop a shorthand in the conversation between teams and brands. Troupe talks about his educational aspirations, gaining a masters degree from Ohio University and broadening his overall acumen in the sports industry. Twitter: @KTSportsMarket
For Levis Stadium, the signal breaks through the noise in the digital sales world of Paul Epstein, who knows his fair share of data analytics business development. Epstein talks about some of the issues surrounding the applications of buzzwords such as "data" and why egress is just as important toward customer experience as the actual seats. Epstein shares his vision of values, of how to ensure that each of the sales reps under his watch not only translate and interact with different data points, but set forth a valued culture within the entire office space. Epstein discusses the value of a 365 stadium, the new normal of not just having NFL football as the sole tenant, and how to build more from the various opportunities around the stadium footprint. Twitter: @pepstein3
Analytics and membership represent the cutting edge of what sports business is turning to in the fit to earn revenue from the elusive fan. Fred Gambino Fred Gambino is part of a team that oversees analytics & business strategy for the Miami Dolphins, the ultimate test at creating a sports fan experience and generating enough information to build a credible, authentic customer profile. Gambino discusses his role as well as expectations at the Dolphins, especially at seeking out defining characteristics of prospective and current customers beyond the typical misconceptions about who is buying the product and why. Gambino talks about strategy, as well as implementation, in order to build a better organizational system.
Two years ago, Russell Scibetti was on the podcast (Ep. 347), and returns now to talk about helping foster the big data revolution to sports business. Scibetti talks about some of the ways which is the conversation has changed from two years past, his involvement with the SEAT Conference, the National Sports Forum, and the 2015 Sports Sales Boot Camp in San Francisco. Scibetti discusses his thoughts on where the industry is headed when it comes to data, especially in terms of education at the franchise level. Twitter: @rscibetti