The following excerpt from Inc. demonstrates how analytics is changing all types of businesses, including sports.
This Map of NBA Fandom Is Also a Data‐Driven Viral Marketing Strategy
In the heart of Alaska, there's a solid fanbase for the Miami Heat. That's just one of the many fascinating takeaways from a map offering a window into where fans of pro‐basketball teams cluster across the United States – and an intriguing marketing strategy for data‐savvy companies.
An analysis of ticket sales from the NBA's 2018–2019 regular season surfaces such quirks as the Los Angeles Lakers' stranglehold on much of California, despite the Golden State Warriors' three recent NBA Finals wins. There's also the Utah Jazz's dominance across not just Utah, but also Nevada, Idaho, and parts of Montana and Wyoming. It's a county‐by‐county look at where team allegiances lie across the country from Vivid Seats, a Chicago‐based ticket marketplace.
“We want to use our data to tell great stories that are representative of the fanbase, that give some insight into what is actually happening, and where consumers are passionate about events,” says Vivid Seats CEO Stan Chia.
Vivid Seats is counting on basketball fans to keep coming back for a second and third look, even if they aren't in the market to buy tickets at that very moment. The strategy combines a customer‐obsessed, data‐driven focus with low‐cost and quick‐turnaround tactics.
Using its data to reflect ...
