Now, let's turn to sports and entertainment. Various types of businesses comprise the industry from event venues to teams, and performance artists, to museums, theaters, and even casinos. For the most part, they're looking to connect better with fans and customers for improving demand, improving or customizing customer experience. They're also concerned with vendor management, crowd control, athlete performance, and of course concessions. Taylor Swift is known to have many stalkers. So, the Oak View Group helped develop a system of kiosks deployed at concert venues that play videos of the recording artist. The kiosks then record facial images of the viewers and match them to a database of over 100 known stalkers including those who have threatened to attack her. In China, a similar system has identified at least one stalker leading to his arrest. Other similar systems are now in use at a number of retailers. Theaters, of course, want to improve their profitability, generate incremental revenue from moviegoers and identify the need for additional premium screens. Cineplex created a system that blends and analyzes spend data for over six million loyalty card members and other moviegoers by theater type and trade area. It helps to produce target marketing by geography, forecast demand for upcoming movies, and identify the need for additional theaters. It also enables them to personalize the concession marketing, helping increase the amount and incidence of purchases. It produces a reliable forecast of opening rate and revenue decay per movie to determine the lifecycle of movies and when to replace them with new movies. At the Point Defiance Zoo and Aquarium in Washington, they wanted to improve revenue. So they created a system that monitors, integrates, and analyzes data collected at all exhibits and events sites also through social channels, ticket sales, and historical data from 600,000 annual visitors. From this, they created simpler and more targeted marketing campaigns which increased online ticket sales by 700 percent and doubled annual member renewals from three percent to six percent. Sports vision created a system to improve the ability to measure baseball player performance. It uses live stadium camera feeds and object recognition software to track and measure player and ball movements. It collects 2.5 million data points per game including batter stances and swings speed and plane; pitch speed, curve, and location; fielder reaction time and trajectory; base runner reaction and speed, etc. It has the ability to determine which fielders get the best jump on fielding a ball and field it optimally; who are the smartest runners, how to pitch to certain batters, and so forth. It's entirely changing the economics of baseball. The Florida Panthers, National Hockey League team saw a data-driven marketing opportunity to increase fan base, sell more tickets and drive sponsorship revenue. They combined all fan data coming from various sources such as their customer relationship management system, social media, ticketing, etc., to get a complete view of their fans. It also utilized the platform to collect first-party data including social brand affinities, behaviors and demographics and analyze it for patterns. This ability to precisely segment and target fans results in email campaigns that drive an additional 8,000 or more and ticket sales revenue. With over 7,000 options for scheduling games including 20,000 variables in 50,000 constraints, the National Football League had a real challenge in optimally scheduling its games. They created a system that enables them to schedule the best games that fetch higher TV ratings and revenue opportunities. The NFL's revenue and sponsorships grew substantially after using the solution in the first five years. It also saves on time, as when things happen it can produce a new schedule within 24-hours. A task that could take months earlier. I bet you didn't know this, but you can bet on the lottery in Europe. A German company called Tipp24 wanted to improve marketing lift across multiple channels and countries for those betting on European country lottery outcomes. They analyze billions of website transactions and over 500 attributes per customer. This helped them personalized marketing messages and channels. The new system also helped them reduce the time to develop predictive models from days to hours without the use of statisticians. Ultimately, it helped them improve marketing conversion rates by 4X across email, phone, and direct mail channels.
