Sports Teams Need To Become Data Champions
“Champions are made during the offseason” — Unknown
Sports teams not only have to beat the competition but they have to be profitable.
Besides large media contracts and more tangible items like tickets and concessions, professional sports leagues and teams make their revenue by selling companies the rights to sell items that represent their league or team. All of this work to analyze what brand would partner best or creating marketing campaigns to draw fans is done by a microscale IT team.
Sports IT teams usually are small, wear many hats, and have to do everything with inherited infrastructure.
On top of all this, sports IT teams have a very limited window to upgrade, make improvements, or migrate to new systems. They are limited by the amount of time and a very finite budget that is available to them. Usually, this always falls within the offseason.
Lots of technology companies love to sponsor player-side analytics but very few technology companies want to champion the day-to-day marketing, cross-selling opportunities that Sports IT teams engage in to keep the stadiums, coliseums, and arenas packed.
Qualex Consulting Services and Fivetran are going to change this.
Fivetran has a mission to make access to data as simple and reliable as electricity. Fivetran delivers ready-to-use connectors that automatically adapt as schemas and APIs change, ensuring consistent, reliable access to data. Fivetran improves the accuracy of data-driven decisions by continuously synchronizing data from source applications to any destination, allowing analysts to work with the freshest possible data. To accelerate analytics, Fivetran automates in-warehouse transformations and programmatically manages ready-to-query schemas.
Qualex Consulting Services, established in 1995, was created as a boutique data consulting agency to deliver quality and experience, anytime and anywhere. Qualex focuses on Sports, Gaming, and Hospitality.
Together Fivetran and Qualex have built a Sports solution to speed up the building and loading of a data warehouse, data lake, or both including the time it takes to move to the Cloud. So quick that it can be started and completed during the offseason. Then to pay for itself, offer snap-on A.I. solutions that use the data to generate revenue opportunities.
Shouldn’t the analytics and IT teams of sports teams and leagues be focusing on being creative innovators as opposed to simply being data custodians?
What if with a couple of steps you could migrate on-premise data to your choice of a cloud data warehouse or data lake technology (such as Snowflake) and then automate all of your data loads?
Then let's take it further…
What if a Sports team wants to take new data inputs such as adding fan satisfaction survey information from Formstack but doesn’t have the data engineers to build it? Qualex’s iQ Sports Data Model and Fivetran make it easy to take new sources and add them to a new or existing data lake or data warehouse in the Cloud.
Eduardo Lacayo from Qualex Consulting Services demonstrates below.
Instead of spending time building data connectors or writing ETL code, spend the time to work towards specialized social media campaigns targeting ticket sales or selling merchandise. Make money not code by simply adding these Qualex A.I. solutions:
- Print Is The New Digital: What if you could use the time saved to create innovative A.I. solutions that transform printed tickets into personalized digital billboards? Introducing AQUI, Augmented Query User Interface. So hyper-personalized that you can have your athletes speak directly to the fans by calling them by name — and even wish them a Happy Birthday, Anniversary, or even give them a special QR code to buy rare collectible merchandise.
- A.I. Selling Advertising During A Game: Imagine using the free time to allow the selling of ads on the field during a game in real-time based on the action on the field? Then go further to allow personal ad targeting based on each broadcast medium — such as via an app, streaming, or on a website? Introducing A.N.D.R.E, Ad Neural Detector of Real Estate. A.N.D.R.E. can also mitigate advertising hijacking where fans can sit close to the pitch and throw up a sign when play is in front of them to give free advertising to competing brands.
- Say Goodbye To Fade To Black: Use A.I. to identify better partnerships with brands. Imagine generating fans in the stands that actually are the commercial.
- Dating Is The New Sporting Event: Sporting events partnering with dating apps to become the hottest place for 20, 30, 40, 50-something, single, divorced, separated, it’s complicated, men, women, gay and straight, for its games to become the hottest pick-up spot and go-to date night. So why not combine the two? Cuffing season is the new draft. Partner up with a dating app to offer specialized seating for those on first dates.
Fivetran and Qualex Consulting Services presented— Beat The Competition: How To Speed Up Your Ticketing and Athletic Analytics on Tuesday, 16 November with guest speaker, Hart Zwingelberg, Director of Business Intelligence at Chicago Fire FC. Teaching how to transform your ticketing and sports performance data into A.I.-focused revenue generators. Watch below.
