Atlanta United FC – Using Location Based Insights for Marketing Decisions

Situation:

A healthcare company was considering sponsorship of Atlanta United, the new Major League Soccer team and they wanted to know who the fans are and if they lived near their retail locations

Analysis:

Through analysis of mobile data of attendees at Atlanta United games, Alexander Babbage was able to find where Atlanta United attendees live and show the company their proximity to their current and proposed locations. 

We were also able to identify the demographics of Atlanta United attendees and assess that they are similar to those visiting the locations currently.

Importantly, we did not require any hardware or software to be installed and were able to complete the project within days.

Result:

The company was able to better evaluate a sponsorship of Atlanta United

Atlanta Braves – Big Data Analysis Leads to Location of New Braves Stadium and “Play, Work, Stay” Destination.

Situation:

The Atlanta Braves’ lease on Turner Field ended after the 2016 season.  In 2014, the Braves contracted Alexander Babbage, who they have worked with since 2007, to evaluate multiple sites around Atlanta and surrounding suburbs for a new stadium location.

Analysis:

Alexander Babbage was able to analyze multiple years of research and ticket data in order to understand the Braves’ fans and where they reside. The majority of the Braves’ fans come from north of Atlanta.

Result:

Alexander Babbage’s research helped the Braves choose a new location in Cobb County, north of Atlanta.  They opened the 2017 season in their new home. The new Braves’ stadium location is a mixed-use development, a 365-day destination with restaurants, retail, entertainment, residences, hotel and of course the stadium.

Chicago Cubs – Swinging to a Successful Understanding of Their Fans

Situation:

The Chicago Cubs wanted a full Research Program that included the following studies:  Attendee Profile, Fan Experience, Media Consumption, Sponsorship, Fan Satisfaction, and Season Ticket Holder Profile.

Analysis:

Fan intercepts were conducted throughout the baseball season as well as online studies with the Cubs’ emails database, ticket sales data analysis and geographic mapping.

Result:

The Chicago Cubs were able to get a clear picture of who is attending, where they are coming from, how they are being reached with marketing, how they are purchasing tickets, how their overall experience at the park is, what the impact of the sponsors are, and how they follow and keep up with the Cubs.

Atlanta Hawks – Understanding the Fans and Their Experience

Situation:

The Hawks were looking to understand who was attending their games and were seeking to identify opportunities to improve the fan experience at home games to create increased affinity for the team.

Analysis:

Beginning in 2009, Alexander Babbage implemented a comprehensive annual research program that includes online studies on the Fan Experience, In-Game Entertainment, Season Ticket Holders and Corporate Sponsorship, as well as ticket sales data analysis and geographic mapping.

Result:

The Hawks have been able to focus on specific areas of the fan experience and prioritize resources and initiatives to improve the areas that are contributing the most to the experience. As a result, loyalty has increased and satisfaction among attendees has improved in critical areas of both the overall experience and in terms of in-game entertainment.

COOKIE NOTICE

We use cookies for analytics, advertising and to improve our site and services. You agree to our use of
cookies by closing this message box or continuing to use our sites or services. To find out more, including how to change your settings, see our Cookie Policy.