Jets Business Intelligence & Analytics: the fan

When Jets players and coaches kicked off the regular season at MetLife Stadium last month, fans got to attend for the first time in nearly two years. While success on the pitch is beyond the control of company personnel, they are responsible for cultivating and evolving fan relationships with the team through experiences. A key function for doing this is business intelligence and analytics.

This article is the first in a series that will highlight how business intelligence and analytics help Jets gain a competitive advantage by increasing their knowledge of fan preferences and behaviors.

It all starts with a better understanding of the ventilator on several levels. Fan data has been available for the Jets for a long time; however, it previously came from a variety of systems with varying levels of detail. Recently, the team has established a more holistic view of fans and better understand their motivations by synthesizing and analyzing this data.

“Fortunately, over the past few years a lot of that engagement opportunity has changed with the growth of fan offerings, and we’re proud to help design a more connected journey for all fans,” said Jared George, Director, Business Intelligence & Analytics. “Designing an integrated customer journey using data in a positive and proactive way makes all of those connections more important to all segments of our fan base, especially those that may be more transient. A defined database growth strategy coupled with a focus on delivering more personally relevant communications to fans has helped increase the team’s active email database by over 700% in the past. over the past 4 years. “

Part of that fan journey is interacting with the customer service team, and data has been instrumental in helping this group do their jobs more efficiently and effectively.

“We communicate daily with our subscription holders,” added Nadege Pluviose, Director of Customer Relations and Retention. “Our personal relationships reinforced by insights from the Business Intelligence & Analytics team not only help us resolve issues, but also proactively seize opportunities at times that are more meaningful and relevant to individual fans.”

Beyond seasonal subscriptions, these efforts also support marketing and product design for other ticketing products.

“This synthesized data has also allowed our team to creatively expand the universe of ticket purchasing, from individual and group tickets to suites and beyond. The more we know about fans and game attendees, the better we can tailor products and services to maximize their experiences, ”said Tim Kemp, vice president, Marketing.

The ultimate goal is to use the data to elevate and personalize existing fan relationships, and then replicate that process to discover and develop new fans and customers. Every interaction and experience with the team is designed with the fan in mind, from the moment someone walks into MetLife Stadium until they return home after the game. It’s not limited to gaming either – understanding and implementing data insight to optimize Jets content across all channels (social, website, and TV shows) is also part of that journey.

“Businesses can have huge databases filled with information about people who have had interactions with their brand,” Jared George added. “However, meaningful engagement and growth depends on how you can distill that information, personalize the relationship with the brand, and improve the connection with it over the long term.”