choose a sport organization, event, and consumer target. proposal implementing and analytics project specific to that event that would deliver value to the organizatio. which data will you collect and why? How will you collect the data? What value- financial or otherwise- does the data hold for the organization.

Case Study 16-T Proximity Marketing As improvements in the at-home viewing experience U.S. sport arena. In this case, an NBA team was and second-screen platforms like Twitter have gen- able to accomplish its marketing goals and increase erated fan interest over time, teams in every sport its revenues through data collection and event face the challenge of creating game experiences customization, managed through in-app commu- that measure up to modern expectations for interac- nications on the front-end, and a comprehensive tivity, convenience, and engagement. This applies to view of event guests' behavior on the back-end managers across the industry, as game attendance Using proximity marketing technologies such as fuels many of the primary revenue centers for beacons, Wi-Fi, and near-field communication (NFC, teams, venues, and event management properties. allows electronic devices to talk to each other Thinking strategically about how game attendance when within a certain distance), the team was able can generate engagement data, which will then to track guest behavior and monitor activity such be used intelligently to inform future strategies for as bathroom traffic, concessions demand, and seat continuous improvement, is front and center on the upgrade experiences. Through improved services mind of managers in the industry today. communicated to guests in-app, the team was able Table 16-A outlines a relevant , timely example to collect data and make alterations in real time of the use of proximity marketing within a major to the entire venue enterprise system. These data provided insights into communications relevant to specific consumer groups based on their location, as well as real-time data on food, beverage, and merchandise demand. User traffic in-app also allowed the team to sell advertising revenue on the app, communicating products and services relevant to the consumer group in-stadium. 2