26 February, 2015
How The New York Mets Hit A Home Run With Analytics
It seems like the fans of a sports team are either die-hard lifelong fans or advantageous floaters who root for a team during their prime. So assumingly, marketing to build a more consistent fan-base for the New York Mets would be a waste of time, right?
Although it used to be tough for professional sports teams to advertise effectively, data analytics is helping marketing teams fine tune their campaign strategy by allowing them to better understand who the fans are on an individual level.
They can analyze specific factors like what motivates fans to attend, watch or listen to games, follow team social media accounts, invest in NY Mets merchandise and purchase game-day souvenirs. Once they can pinpoint specific types of fan groups, they are able to market directly toward fans much more effectively.
Once the customers feel more personally engaged with the brand, they become far more likely to remain loyal fans, despite the wins and losses, ultimately enhancing the team’s bottom-line results.