Maximizing Revenue with Analytics

Class Overview

2

How Do Sports Organizations Make Money?

3

The sports industry is a $750 billion per year business. Revenues break down into five major categories.

Mining Data

4

Regression Analysis and Data Mining

Ticket Sales Decision Tree ModelHome Games

Age Game Time

Paid Attendance

= 15%

Paid Attendance

= 45%

Paid Attendance

= 77%

Alumni Current Students

> 40 < 40 >12 pm

Paid Attendance

= 42%

<12 pm

Defining Revenue

5

What can any organization do to maximize their revenues / profits?

Customer Value

Determining Willingness-to-Pay

6

Value Framework

Increasing Revenue – Dynamic Ticket Pricing

7

Case Study – Northwestern University

Increasing Revenue – Audience Monetization

8

Case Study – Dayton Dragons

What Happens When Organization Tie Winning To Business?

9