Kraft Analytics Group (KAGR) has revealed the inside story of how its use of data analytics is improving the experience of New England Patriots fans at the Gillette Stadium.
The company tracks and quantifies fan behaviour, recording data such as when supporters make purchase in the Pro Shop, when they buy tickets and if they read emails from the team.
KAGR chief executive Jessica Gelman told radio station wbur 90.9 that collecting as much information as possible helps the franchise to make more informed decisions about areas that have an impact of fan experience, such as ticket prices, game-day staffing and stadium improvements.
“The underlying goal is really to understand who our customers are and what they want, to give them a better experience,” said Gelman, who has an office at Gillette Stadium.
Gelman also has the ability to look at every seat in the venue and access detailed information about who purchased the seat and when it was unused. This data stretches back five seasons.
“If somebody misses a game, they get a communication from us and we start to aggregate the reasons why people miss one, two, three games,” Gelman said. “At the end of the year, I can know everything that took place with our ticket-holders during that season. It’s incredibly valuable to adjust your strategy going forward depending on what your goals are.
“The Holy Grail is you want to know every person that’s been in your building and you want to know every person who’s come to your website. And you want to have them as people that you can communicate with on a daily basis.”
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