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December 6, 2010

NBA’s Orlando Magic implements SAS Analytics to enhance fans experience

Predictive modelling, segmentation and real-time decision making

By CBR Staff Writer

NBA’s Orlando Magic has selected SAS for sports to implement SAS Analytics for enabling predictive modelling, segmentation and real-time decision making by the Magic to help ensure fans receive best sports entertainment.

SAS for sports manager Craig Duncan said SAS Analytics gives the Magic executives the richest possible information by consolidating and analysing data about ticket sales, operations, retail, sponsorships, fan demographics, social networks and website visits.

"Analytic insights fuel evidence-based decisions that optimise operations, increase sponsorship revenue and transform fan relationships into long-term partnerships," Duncan said.

Orlando Magic president Alex Martins said the most technologically advanced arena in North America, the Amway Center challenges the notion that fans can have a better experience watching a game at home on their big screen television.

"We have the largest high-definition video board in any arena in the country along with 1,100-plus televisions throughout the building," Martins said.

"Using SAS Analytics, we can harness the technology within Amway Center to tailor the experiences we offer to each and every fan."

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The Magic will use SAS Analytics to target first-time patrons and ensure they continue to come back, the company claims.

Orlando Magic assistant director of business strategy Anthony Perez said SAS Analytics gives a single view of their customers, allowing them to understand the similarities and differences in their fans so they can leverage that knowledge to improve their fans experiences with the Orlando Magic.

To speed implementation, Destiny Corp. was selected to create the SAS Data Integration environment, including integrated data quality.

"Before, we had employees running various sales reports every day, exporting to Excel, reformatting the report, checking formulas, and circulating the report to our leadership," Perez said.

"Now, we’ll have fully automated reports with dynamic data feeds providing near real-time results accessible by our leadership any time of the day."

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