APPLICATION OF BUSINESS ANALYTICS IN SPORTS MARKETING

1. Applications of Business
Analytics in Sports Marketing
IPSITA SARKAR

2. INTRODUCTION
 Business Analytics is majorly used in the field of sports Marketing.
 It is especially used in the Leagues namely, IPL and other worldwide tournaments.
 The marketing bullets are commonly put forth by the companies, such as :
Specific logos, colours, fonts, advertising campaigns, promotions etc.
 These bullets provide for the marketing need.
 Data Analytics or rather say Business Analytics helps in deciding these final bullets
based on intensive market research.
 The years 2014 to 2016 saw the highest growth in popularity of Business Analytics in
the field of Sports Marketing.

3. ANALYSIS
 Various analysis is based on the availability of the data and the
sport organisation’s goals.
 For example: A sport team can perform cluster analysis to
segment their fans, estimate customer lifetime values,
leads via look-a-like model, predict retention of existing fans,
and measure performance of marketing activities.
 The results from data analyses allow the different sports teams
to communicate with the fans by sending the messages
effectively. Also, to the right person at the right time and also
the right platform.

4.  In addition to the propaganda of fan club, Business analytics is
also used to evaluate and assess the effectiveness of these
marketing strategies and activities.
 Another major contribution of business analytics in sports
marketing is value-based segmentation .
 This is done by using cluster analysis.
 The customers are grouped into different classes, namely the
profile containing lifetime value, behavioural , demographic and
geographical variables.

5.  A little diversion from the topic, it would be great to say that
business analytics in sports analysis includes a whole range of
data-acquisition methods.
 Based on the different types of data collection techniques,
sometimes the results do vary significantly in concluding the
estimations and future probabilities.
 For example, some data might include categories like gender,
age, ethnicity and residential zip code and this inclusion varies
from time to time.

6. CONCLUSION
To conclude, it would be feasible to say that the
following steps are followed by the business anaylists to
enable sports marketing:
1. Problem Identification
2. Conduct background research to develop a
hypothesis.
3. Data collection and analysis.
4. Result presentation and interpretation.