Red Sox Apply 'Big Data' Analytics To Marketing

Kenny F'ing Powers

posts 18% useful shit
Nov 17, 2010
10,665
The fact that they use Microsoft Dynamics as their CRM choice makes me question everything they do...except on the baseball field.
 
None of the things they do seem that far out from a marketing perspective. Creating "persona"s of your customers isn't revolutionary. Tracking all forms of income from promotions isn't innovative. It's good to see, as a fan of the Red Sox brand, that their getting caught up with the times and are trying to get on par with other industries. I'd be surprised if the Red Sox are the only club doing these things, of course.
 

ookami7m

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Jul 15, 2005
4,574
Mobile, AL
Marketing and big data are still a new couple.  I say this as someone who is using "big data" - the worst buzzword of our time btw - to transform marketing at my startup. The article only hints at some of what they are doing here, but it doesn't sound like much beyond what teams have been doing for years (I worked at the Pepsi Center for Kroenke - Nuggets and Avs my senior year of college) with the persona building and analytics stuff. 
 

pockmeister

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Jan 4, 2006
372
London, England
Yep, pretty standard stuff.  It would be a story if the Sox were NOT doing this sort of stuff.  Any company (or indeed sports franchise) with a functioning marketing department would be doing this to some degree - it's just essential to get value for marketing spend when there's still a lot of pressure on it from top management.  
 
There's probably opportunity for a lot more innovation in baseball marketing, but I wonder whether the revenue sharing agreements sometimes act as a disincentive across MLB teams - why take major risks when reward is limited?
 

maufman

Anderson Cooper x Mr. Rogers
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Marketing and big data are still a new couple. I say this as someone who is using "big data" - the worst buzzword of our time btw - to transform marketing at my startup. The article only hints at some of what they are doing here, but it doesn't sound like much beyond what teams have been doing for years (I worked at the Pepsi Center for Kroenke - Nuggets and Avs my senior year of college) with the persona building and analytics stuff.


It's fashionable to applaud start-ups for being on the bleeding edge of everything, while big companies lag far behind. In many cases, that meme is true. When it comes to marketing, however, the big boys are the trail blazers. They've been using "big data" for years, and the most innovative players are doing mind-blowing stuff studying brain waves and such.