NFL Goes Deep With Market Analytics

With average viewership per game this season down 8%, football is tapping data for new ways to engage with fans

By Sara Castellanos

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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