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Beth Schultz

Pirates Hit Home Run With Retention Scoring

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Lyndon_Henry
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Re: Using analytics to get a ballpark and drive away fans
Lyndon_Henry   12/28/2012 2:58:05 PM
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..

Beth writes


As for the Marlins... maybe it was the lack of an analytics that was the problem rather than bad advice from an analytics team?


 

Seems to me this illustrates the need for management (or whomever) to focus and apply the analytics onto the right issues/problems.  In the Miami Marlins case, using CallMeBob's information, I'd reckon that management and all their hired whiz kids were laser-focused on that new stadium.  Catering to fans, the "fan experience", etc. apparently weren't even on their radar. So "retention scoring" ... whazzat?

 

kq4ym
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Re: Essentials for analytics
kq4ym   12/28/2012 7:25:43 AM
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Keeping the customers happy is the name of the game in baseball, as well as any other business. If only more firms would take the efforts neeed to discover what's important to the 'fans.' Making customers into happy fans will keep the profits increasing or at least stable in bad times.

BethSchultz
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Re: Essentials for analytics
BethSchultz   12/6/2012 3:38:46 PM
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Matt, that's a great example of fantastic customer experience. 

mnorth
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Re: Essentials for analytics
mnorth   12/6/2012 3:30:39 PM
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@Beth re: online sales -- last year I bought tickets online from the Pirates and later found out that due to a conflict, I wouldn't be able to go to the game.  The Pirates' web site had tools to enable me to re-sell my tickets (no refunds or exchanges, but at least help), and when a guy bought them from me, I simply transferred the redemption codes to him -- all online, all electronic, never even met each other.  Their systems helped me as a fan to avoid letting the tickets, and my money, go to waste.

mnorth
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Re: Pirate fan
mnorth   12/6/2012 3:27:55 PM
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@Beth: The construction of the new Consol Energy arena has done immeasurable good for the Penguins, but the current lockout and associated standoff isn't helping anyone.  Hockey enjoys a more fanatical fan base than does baseball (at least in good hockey markets like Detroit and Pittsburgh), so the long-term harm to the Penguins should be minimal, especially given the awesome house they play in.  I am less familiar with the role analytics plays in the atmosphere and service they provide, but it is high enough quality that I would not be surprised to learn that they're using analytics to not only retain fans, but to more deeply understand what makes fans happy.  Millionares fighting with billionaries does not make fans happy though.

BethSchultz
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Re: Pirate fan
BethSchultz   12/6/2012 3:23:58 PM
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Matt, I've heard the Penguins do a lot to enage the fans during games, too. You a hockey fan?

mnorth
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Pirate fan
mnorth   12/6/2012 1:52:38 PM
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I live in the Pittsburgh market and can attest to an outstanding stadium experience at PNC park, notwithstanding the team's failing seasons on the diamond.  Though the team doesn't win as much as it needs to, fans come to the park because it is a great park and the organization creates an excellent atmosphere there.  I'm biased -- one of my former students works in analytics for the Pirates, but bias aside, the success the team has had using analytics to improve their product is tangible on game day at PNC Park.  Come on over and we'll go to a game together this summer!

SethBreedlove
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Re: Alternate view
SethBreedlove   12/3/2012 8:44:34 PM
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It's interesting to think that I just don't have a credit score, but possibly a retention score with multiple companies.  However, if companies can isolate those they are at most risk of losing and offer them a good deal, that is a good thing.  I'm sure my cable company has a score for me that translates into "true sucker". 

WaqasAltaf
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Data Doctor
Re: More going on than just the game
WaqasAltaf   12/3/2012 1:28:15 PM
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@ Pierre

I agree with you on stadium atmosphere's role in encouraging fans to come to the stadium. I believe the only way to create a perfect atmosphere is to ensure that stadium goes house-full in every match and for that a lot of homework has to be done on fans; through thorough analysis and marketing techniques.

BethSchultz
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Re: Alternate view
BethSchultz   12/3/2012 12:53:37 PM
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@Noreen, interesting. I didn't ask about tracking sales through secondary channels, but it wouldn't be unlikely!

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