Do you know your customers as well as you think you do?by
Anthony Perez from Orlando Magic explains how the NBA basketball team used a predictive analytics ticketing model to tailor their fan experience and increase customer satisfaction.
Can you tell us a bit about your background and how you became interested in data analytics?
I started in finance so I think it was a natural transition into analytics. When I first started with the Orlando Magic I was really focused on the financials of the new arena. From there I went into investment banking for a little while, but ultimately came back to the Magic and my focus, again, started out on the financial metrics side of things. But my position ultimately became the much broader role around analytics that it is today.
At Orlando Magic you have a wealth of data at your fingertips. What is one of the key business drivers behind Magic’s decision to use analytics to establish a loyalty connection with fans?
For us it just really made sense going into the Amway Center with the technology that we have, all the data that we’d be collecting, all of the capabilities that we had in terms of leveraging the technology and the building, we really wanted to make sure that we were doing the best job that we could to drive the customer experience. So, analytics was an opportunity for us to expand the things that we were doing in a much more systematic way to make sure every fan felt like there was a customized experience for them and that we are really marketing to them and what they were looking for.
For our season ticket holders in particular, we wanted to make sure that when they came to games and interacted with their service representative or anyone else from the team, that they felt like the experience really spoke to them and their preferences and the like. So that was the main driver behind taking a bigger step into the realm of analytics.
How have you and your team been able to turn the data that you’ve collected from the scanned and tracked tickets into a tailored fan experience?
That’s something that we’re continuing to develop. A great example, in particular for season ticket holders, but really for anyone in the building, we run a program where if you purchase something at a concession stand or at one of our retail stores you can scan your ticket during the checkout process and get entered in for a chance to win courtside seats. What this allows us to do is capture the ticket barcode information and ultimately match that back to the account. So we can see what account purchased the various items for that transaction. We start to see trends around what people are buying and when they’re buying.
Anthony Perez is the VP of business strategy with the Orlando Magic and will be speaking at the Customer Loyalty Marketing Summit this January 28-30, 2013 in Orlando, FL.