The magic of analytics

The Orlando Magic is deploying additional software from SAS in its basketball operations. Last season, the team used SAS to customize the fan experience, and now it is implementing SAS Analytics so the coaching staff can use it for automated reporting and analysis of game statistics.

The team also plans to introduce a digital ticketing system, offering ID cards for fans. Card data will help staff improve efficiency and customize Magic fans’ experiences, SAS says. After analyzing the data, marketers can pinpoint special offers.

Anthony Perez, director of business strategy with the Orlando Magic, says, “We treat fan relationships as long-term partnerships. To better understand our fans, we’ll continue using SAS to analyze purchase history, including things like team store and concession stand selections. Our data warehouse connects all these data sources, so we can apply analytics to drive new value. This big-picture view helps us recognize needs so we can extend just the right offers and perks to fans.”

The SAS-based portal provides timely insights throughout the organization, according to SAS. The portal is available to everyone in the organization, including ticket sales, corporate partnerships and client services, so relevant departments can access inventory and sales reports, for example. The technology also helps the team price individual games relative to demand.

Perez says, “A particularly valuable SAS model showed that tenure and ticket utilization are two key determinants of season ticket renewal. To help maximize season ticket holder value, we have implemented a touch point strategy that includes calling season ticket holders when tickets for games are unused, offering them information about our secondary ticket market, ‘Ticket Exchange,’ and other best practices for ensuring tickets don't go unused. This campaign will be in full swing during the new season, and we expect it to generate significant improvements.”