AEG – BaylorS3E

How to get started using Big Data in sports

kirk_wakefield 2015, CRM, Digital Strategy, Relate April 2, 2015October 31, 2018AEG, big data, data sources, database strategy, get started, lead scoring, Los Angeles Kings, models, SAS, SSB, strategy, systems 0 Comment

by Aaron LeValley – April 2015

Big data requires strategy

“Big data” is no longer just a buzz phrase or a passing fad. According to a W.P. Carey School of Business study at Arizona State University, the amount of data accessible for businesses is growing exponentially, with the amount of data doubling every 1.2 years. Having a plan for this amount of data is no longer a way to generate a competitive advantage, it’s a necessity.

Bobby Whitson

Bobby Whitson, Partner at SSB Consulting Group, summed it up nicely when I chatted with him recently about the growth of big data in sports. “Without an effective data warehouse and management strategy, sports teams will continue to struggle to manage data efficiently, and more importantly, make data actionable. Big data should be a focus of every team; from generating revenue to creating better fan understanding and engagement.”

It may seem overwhelming when approaching this project, but with a few steps, you can help your organization step in to the future. According to Charlie Sung Shin, Senior Director, Strategic Planning – CRM & Analytics at Major League Soccer, “Developing a big data strategy is a journey and it’s not just about implementing new technology or integrating a customer database. The strategy needs to support and continuously be aligned with your organization’s overall goal.”

How teams can get started with big data

So where do you begin? Here are a few steps which may help you and your organization adopt a big data project.

Establish Objectives.
1. Meet with your constituents to address short, mid and long-term goals.
2. Example Goals
  1. Short-Term: How can I use this data to grow revenue for a ticket promotion?
  2. Mid-Term: How can I create a better profile of my customer through all of the data feeds we have?
  3. Long-term: How can we use the data to identify trends to generate more revenue or increase efficiency is aspects of our business?
Identify key data sources.
1. What are all the sources of data you have, transactional & non-transactional?
2. Which of these data sources are most important for your objectives?
  - Don’t be afraid to not incorporate some data sources from the start. It’s a process and can be taken in steps.
3. Data source examples include: Ticketing, Email, Social Media, Website, Surveys, Loyalty, Merchandise, Concessions
Analytical Models / Dashboard.
1. Aggregating the data alone doesn’t get your team anywhere. Remember (or figure out how) to identify what types of dashboards or statistical models are needed to reach your goals/objectives.
2. Models/Dashboards examples include: Projecting Single Game Sales, Lead Scoring, Retention Risk Modeling
Identify a partner.
1. Many sports teams and organizations don’t have the staffing to do this on their own. Make sure you find the partner that fits your needs, be it strategic, technical or other.
2. Some partners may include: SSB, Teradata, Hadoop, AXS, or SAS

The work doesn’t end there, but if you start with these 4 steps, you’ll be well on your way to bringing your organization to a new level.

Evolution of analytics in sports: What’s next?

kirk_wakefield CRM, Relate April 1, 2013November 2, 2018AEG, analytics, Blazers, CRM, data, evolution, Jets, Kings, maximize revenue, MIT Sports Analytics, nerds, projects 1 Comment

by Aaron LeValley – April 2013

There has always been the adage that professional sports teams are 5-10 years behind the ‘normal’ business world in terms of technology, business practices, and strategy. Are we starting to see the sports industry close that gap? After seeing some of the topics discussed at the 7^th annual MIT Sloan Sports Analytics conference, it seems we’re heading in the right direction.

Money got the ball rolling

The movement began in the early 2000’s with the evolution of “Moneyball” on the personnel side. Baseball led the way in utilizing complex statistical analyses to determine personnel and in-game decisions.

On the business side, teams and leagues explored the database marketing and CRM frontier by hiring individuals to help sales teams manage clients and prospects. We then saw the evolution of the database marketing role into deeper, more complex analyses with lead scoring models, retention models, and more.

Russell Scibetti, Director of Relationship Marketing for the New York Jets said, “From when I first began over three years ago to where we are today, the Jets have seen the benefits of taking a deeper look at our season ticket holders and fans.”

Recently, we’ve seen organizations create roles extending beyond database marketing into business analytics. Aggressive teams are hiring individuals who:

can help price tickets to maximize revenue,
build complex reporting and marketing queries, and
dive into sponsorship valuation.

Catching up

Which brings me back to this year’s Sports Analytics Conference. Rather than just focusing on sales and marketing, we saw research on topics like

multi-model neuroimaging to analyze the batter’s recognition of a baseball pitch,
an NFL presentation explaining how the time of day and gender affect the way sales teams should approach a sales call, and
great panels on how analytics influence social media, sponsorship, and customer loyalty.

All of these demonstrate how the sports industry is putting a greater emphasis on being more business savvy, using analytics to catch up to the ‘normal’ business standard.

Vincent Ircandia, Vice President of Business Operations for the Portland Trail Blazers, “We are using analytics within all aspects of our organization from finance to sponsorship, to broadcasting and beyond, and have buy-in from the top on down.”

Ideas for analytics projects

As your organization moves forward in this area, here are three projects implemented at various teams that can help:

1) Sales & Service: Build a model that predicts a season ticket holder’s likelihood to renew

2) Ticket Operations: Create a new reporting structure with tools like EXCEL and advanced SQL reporting services

3) Finance: Work with management and finance to build 5-10 yr pro forma financial models forecasting revenues and expenses

What types of analytics projects are your organization working on? What’s next? We would greatly appreciate your feedback in the comments below.

S3 Board Member Spotlight: Kelly Cheeseman, AEG Worldwide

kirk_wakefield About S3, Careers, Lead, S3, S3 Spotlight, The S3 Program, Work ethic February 10, 2013November 2, 2018advice, AEG, career path, good mentors, LA Kings, mentors, NHL, sales careers, Success, work ethic 1 Comment

by Jerry Ruiz – February 2013

Congratulations to S3 Board Members in their new positions: Kelly Cheeseman, Chief Operating Officer of AEG Worldwide, and Chris McGowan, President of the Portland Trailblazers.

This is a story about the value of good mentors.

Kelly Cheeseman started his career as the Manager of Marketing at Rancho Cucamonga Quakes before coming to the LA Kings/AEG in 2001 as an Account Executive in ticket sales. In short order, Kelly advanced to Senior Sales Executive and then to the Manager of Ticket Sales. By 2005, Kelly was the Director of Sales & Service. Three years later, he was promoted to Vice President, Sales & Service, followed by a move up to Senior Vice President in 2012. When Chris McGowan left the COO position at AEG Worldwide to become the President & CEO of the Portland Trailblazers, Kelly was, as always, prepared to step in.

“Kelly has the best work ethic of any sports executive I have ever seen,” said Chris McGowan. From his experience, beginning in 1996 at AEG, McGowan sees the COO position at AEG as a true privilege. Having worked alongside Cheeseman for over a decade, Chris said what’s obvious to everyone is that, “Kelly is extremely passionate about the sports industry and dedicates a lot of time and energy into learning every aspect of the business.” Kelly would say he’s been helped by seeing it modeled by his mentor, Chris McGowan.

Giving back

In turn, Kelly has always taken the time to mentor others. Two graduates of the inaugural Baylor S3 class in 2006, Todd Pollock and Brett Christenson, began in ticket sales at the LA Kings/AEG. Cheeseman took the two under his wings and helped them get off to a good start within the industry.

“Kelly has been a great mentor. Aside from his knowledge and business-savvy mentality, he has always been a great leader with his staff, whom he cares about greatly. His willingness to develop skill sets and train his staff makes him one of the best executives in the sports world today,” said Pollock, currently General Manager of Sales & Service at Temple University.

Under Cheeseman’s mentorship, Pollock moved from inside sales to account executive to Manager of Sales & Service for the LA Kings in less than two years, before becoming Manager, Ticketing & Suites, at the San Francisco 49ers. Cheeseman, like his mentor McGowan, share the qualities of all good mentors.

Christenson landed at FC Dallas in corporate sales, before completing his MBA and moving into corporate business intelligence and database analytics.

[dropshadowbox align=”right” effect=”lifted-bottom-right” width=”250px” height=”” background_color=”#ffffff” border_width=”1″ border_color=”#dddddd” ]Qualities of Good Mentors:

genuine concern for your best interest
willingness to share what they know to help you get ahead
willingness to be available to you when you need help—not just at their convenience
ability to identify your needs or deficiencies and to develop strategies for overcoming such obstacles to your success
respectfulness, trustworthiness, honesty and supportiveness

Source: Achieve Solutions [/dropshadowbox]

Learned along the way

Looking back at his career, the biggest challenges came during the two NHL work stoppage. Facing such obstacles out of your control, Cheeseman says, “will truly test your ability to maintain good relationships with customers and challenge your mental strength.”

When asked about some of the best career tips he’s ever received, Cheeseman recalled words shared by McGowan that stuck with him:

Hard work can never be beat.
There are no shortcuts.
Always look for ways to be innovative.
Don’t get stuck in a rut.

What is Cheeseman’s advice to others wanting to succeed in sales management in this business?

Hire a great team properly organized to work together. Focus on the structure.
Develop a measurable business plan you can review against key performance indicators.
Hire an analytics team to support your staff.

Of course, it always helps to have a positive mindset. “Clients and co-workers really enjoy working with Kelly because he has a great personality,” McGowan added.

Thanks

The students in the Baylor S3 program look forward to continued success stories from those fortunate enough to work with Mr. Cheeseman and Mr. McGowan. Thanks for giving back!