Feb 3, 2017
NFL CIO Michelle McKenna-Doyle says a new analytics platform deployed in stadiums could help individual teams tailor marketing and social media strategies to their fan base.Photo: National Football League
The National Football League and some team owners, facing declines in viewership, are counting on data to help turn fans into more lucrative repeat customers.
Among the owners spearheading that effort is The Kraft Group, owner of the New England Patriots, which built a data warehouse and analytics platform three years ago that contains information about customers, purchase history, open rates on email campaigns and anonymized data on website traffic.
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