The Canadian Tire Centre and the Ottawa Senators are partnering with IBM to learn more about fan behavior in order to personalize communication, enhance the arena experience, and increase ticket sales.
“We have an incredibly dedicated fan base that supports our team and players at every turn. We want to make sure we don’t just thank them for their support, but ensure their experience is second to none,” said Peter O’Leary, chief marketing officer and vice-president of ticketing with the Ottawa Senators, in a statement. “Working with IBM, we’ll not only have the chance to collaborate with a tremendous local partner, but we’ll be able to gather new insights on our fans that will allow us to be more efficient in our operations and provide a more personal and enhanced experience for all of our guests.”
According to an IBM press release, their will be five primary goals of the partnership.
Fan Insights and Clustering: To help identify and make sense of fan attitudes, behavior trends, and psychographic characteristics to identify individual fan preferences and offer more personalized interactions.
Fan Experience Effectiveness: To provide visual analysis of fan interactions and uncover opportunities for greater brand and fan interactions.
Lead Scoring: To help drive more effective target offers for renewals, up-sells, and incentives for new customers to maximize revenue.
KPI Dashboard: To help track the success and ROI on key initiatives and campaigns, review and audit all fan metrics, and enable business user discovery and analysis.
Data Warehouse Strategies: To aggregate all data source opportunities including governance, data capture opportunities, and existing sources into a cloud-based warehouse.
IBM Fan Insight for the arena and team will begin in November and be used throughout the season.
“Fans attending games at arenas like Canadian Tire Centre are no longer a ‘captive audience’ to organizations thanks to the advent of smartphones and other technologies. Teams need to take additional steps in order to engage their fans on a higher level,” said Alistair Rennie, general manager of analytics solutions at IBM, in a statement. “With access to more data about fans than ever before, the Ottawa Senators understand that this data can be an incredible resource for engaging their fans where, when, and how they want to be reached while increasing their own operational efficiency.”