Finalist presentation

1. 2014 MIT Sloan Sports Analytics Conference First Pitch
Case Competition
Impact of Analytics on the Fan Experience
Dan Reaves | Sandeep Satish
February 16, 2014

2. Agenda
2
Impact of Analytics on the Fan Experience
1. State of the Stadium
 Defining the context in which teams face challenges in capturing value off the playing field
2. Understanding the problem
 Identifying the pain points in the current market environment and understanding their long-term impact
3. Digital Fan Pass Solution
a. Overview
b. Building a Robust Data Foundation
 Will teams ever know who is in the building? How can we collect, track and manage fan data?
 How do we effectively incentivize venders to assess the individual fan?
 How to innovatively understand a cash-paying consumer
c. Leveraging Fan Pass to Drive Business Growth
 How does a deep dive into the in-stadium customer provide opportunities for increased revenue?
 Which Fan Profile is the Most Valuable?
d. Personalizing the Fan Experience
 How can we provide a personalized, differentiated in-person fan experience?
4. Conclusion and Q&A

3. State of the Stadium: Establishing Context
3
The Challenge
• Teams have limited insight into the behavior of their individual fans once they are
within their venues
• In the current environment, teams are unable to exactly identify who is sitting in the
seats, who is buying jerseys or concessions, and what these individuals truly value
52%
of fan purchases in
2013 where no data
was collected (cash)
The Importance
$88M
worth of purchases
in those data-less
transactions
39%
more money ($) per
purchase when fans
used credit vs cash
• Teams can create and capture additional value from their fans IF they can somehow
identify who they are, what they value, and what their in-game spending habits are
• The implications are significant: a team that knows who shows up, who buys what
(and how), and why can extract additional value through targeting, retention, and
premium pricing
The Starting Line
1. Assess current market pain points to better define opportunity space
2. Evaluate provided data set and current technologies to identify connection points
3. Synthesize technology options with insights from data analysis to build a sustainable
CRM solution that allows a team to 1) better understand the fan and 2) act upon this
data to capture value

4. Understanding the Problem
4
Pain Points Bottom Line Impact
Purchaser – User Disconnect
• Tough to track ticket exchange from initial
purchaser to actual game attendee
• Particularly acute amongst teams’ most
valuable customers (season ticket holders)
Snapshot vs. Stories
• Each transaction only provides a small
snapshot of fan behavior during games
• Need to link data to create a complete in-game
“story” of each fan’s experience
Lack of Data-Rich Transactions
• Cash is the dominant transaction type
and it provides the least user data
• Need to encourage more “data-rich”
payments (e.g. credit card) to build more
robust database and valuable analytics
Anonymous Fan
• Prevalence of secondary ticket markets
and purchaser-user disconnect cloud the
true identity of a given ticket holder
• Without a profile, it is near impossible to
personalize experience
• # of unique fans differs from
general team attendance figures
• Repeat customers are engines
of premium revenue growth
• What exogenous factors drive
attendance?
• Correlation to performance,
weather, other entertainment ?
• “Cash as king” limits opportunity
to develop understanding
• Transition from impulse to data-driven
marketing promotions
• Revenue dollars flow from team
to secondary providers
• How to anticipate for events like
Jeter’s retirement?

5. Innovations and Strategy
The Digital Fan Pass Application
5

6. Digital Fan Pass – Overview
Fans
• Scan ticket barcode with app to activate profile
• Track loyalty points
• Load money onto ticket to buy food, drinks, etc.
• Receive points, deals and promotions
Skybox Loyalty Program
• CRM solution to track fan
history and interactions
• “Status” levels to encourage
initial sign up, improve
retention and increase
engagement
• Platform to build a more direct
team-fan conversation
Digital Fan Pass App
• Manage fan profile and loaded
ticket value
• Track Skybox loyalty program
• Find personalized coupons,
deals and promotions
throughout the stadium
• Manage logistical items like
parking, seating charts, etc.
Vendors
• Analyze purchase histories to
optimize inventory and pricing
• Utilize Skybox Loyalty program
to streamline promotions
Team
• Leverage fan profiles to improve
targeting and increase ROI
• Maximize customer lifetime
value via more effective fan
engagement
Stadium Management
• Use fan profiles to better
manage parking and traffic
before/after game
• Personalize stadium experience
via app
6
Digital Fan Pass is a mobile application and loyalty program that builds, cultivates and maximizes a team’s most important
customer relationships

7. Building a Robust Data Foundation
Deep customer insights and advanced analytics rely on a diverse and robust dataset. With Digital Fan Pass, we use incentive
structures and personalized benefits to cultivate buy-in, engagement and, ultimately, a steady stream of linked data.
7
Fan Profiles
Skybox Loyalty Program
Advanced “Fanalytics”
Critical Activities Impact
• Ticket barcode scanner enables any fan, any time
to sign-in and create a personal profile
• Delivering unique content and promotions will
incentivize fans to keep coming back each game
• Clean mobile interface allows fans to easily
manage loyalty points, loaded ticket value and
every transaction from parking to concessions
Fan-specific data
collected from the
turnstile to the
concession stand
• Skybox fan loyalty program functions as a CRM
solution with direct user engagement
• Building a tiered reward structure will encourage
fans to attend more games and increase purchase
frequency
• Creates an ongoing conversation between teams
and their fans that extends beyond the final score
Increased customer
lifetime value through
incentives and rewards
• Increase $ per purchase by driving increased use
of credit-based purchases
• Develop “data-share” analytics that help optimize
inventory and pricing
• Utilize fan data in app to track and manage traffic
flow throughout stadium
• Centralized medium to effectively deliver
information to fans (e.g. security alerts)
Optimize fan
experience to increase
personalization
AND
enhance operational
and marketing
efficiency

8. Leveraging Fan Pass to Drive Growth
• Team: True database of fans that continually develops; ability to target
and market specific individuals/clusters
• Fans: Engaging application, portable, benefits for loyalty
• Vendors: Targeted advertising within application
Identity
• Leverage rewards system platform
to build initial database of users
• Fans use their fan pass for all points
of access in and out of the game
 Build status levels online by
pre-registering
 Use rewards number in the
game for concessions, ticket
store etc.
 Status achievements engages
consumers to continually use
the app
• Free application with premium
service
• Premium service
 Order in from your seat
 Access to premium seats mid-game
if allowable
 Bathroom / concession line
updates so fans can optimally
leave their seats
Technology
• Sync between website and mobile
application for 24/7 use
• Scanning capability to swipe at
concession stands, reward status gets
updated immediately
• In-game alerts for team promotions
Value Creation
• Fans have an incentive to use digital
fan pass to build skybox loyalty which
can generate significant rewards
• Allows fans to keep track of all games
they’ve attended, what they’ve
purchased, and aware of all upcoming
opportunities (same for the team)
• Allows teams to monitor each fan
since activities within the stadium are
directly pushed to the application
Value Capture
8
• Credit card cross-promotional
packages to facilitate and encourage
card over cash
• Even if cash is used, users can swipe
to build loyalty points (teams would
still know who these consumers are)
• Users can transfer / sell tickets
through fan pass, thus helping teams
recoup revenue loss from secondary
market providers

9. Personalizing the Fan Experience
Fan Value
Fan Pass -> Profile Who’s Most Important? Quantify the Impact
Revenues generated through
ads on mobile / websites that
are exactly targeted to a
certain consumer
Consumers pay monthly/annual
fees to gain access to benefits
within the game – access to
players, better seats, etc.
Design, build and manage
websites and mobile products on
behalf of teams to identify and
extract value from consumers
Encourage social
community built around
reward status / in-game
experience
Profile Advertising & Sponsorship Subscription Technology & Production
Risks & Uncertainties
• Fan identity can be captured even on
cash transactions since users can gain
significant loyalty points
• Preferences of individual consumers
can be monitored / tailored since
profiles are constantly being updated
Assets-Activities-Advantage
• Invest in mobile products to monetize and take advantage of
the emerging mobile advertising opportunity
• Pursue complementary strategic value advantages to the fan
such as in-game updates, social gaming, and premium food
access
9
• Tech savvy, frequent attending, high
disposable income fans would be the
most important profile to identify
• Opportunities for synergies amongst
vendors, teams, sponsors etc. to craft
specialized packages for these fans
• Tickets that season ticket holders sell
can now be tracked – scan the app and
the profile is updated with the ticket
information
• Reward status recognizes the in-game
attendee
• Need to build initial momentum to get users to register online
• If fans don’t scan / utilize digital fan pass in-game, teams face
the same issue of not truly knowing their fan identities
• Infrastructure / development costs?

10. Conclusion
10
For teams to maximize their performance off-the-field and in-stadium, they need to:
1
2
“LISTEN” – collect and link data from each fan interaction in the stadium from ticket purchase to parking
UNDERSTAND – use fan data to build and recognize specific fan profiles
3 CREATE – design a unique and personalized fan experience that is customized based on identified profile
4 CAPTURE – capitalize on additional value creation through optimized targeting, retention and pricing
Digital Fan Pass delivers on these needs with an end-to-end customer relationship
maximization system
Know the Fan
Transition from
understanding who
purchases tickets to who
actually is in the seats and
what they value
Maximize Fan Value
Profiling your fan is not
enough; you must be able
to create and then capture
value through pricing
mechanisms and strategic
partnerships
Motivate Partners
Generate an ever-growing
database of fan data that
vendors, sponsors and
other stakeholders can
mine to personalize their
fan interactions
Build Their Story
Collect more data per
transaction and quickly link
these interaction points to
create a customized story
of each fan’s experience

11. Kellogg Team
11
Dan Reaves
“CEO and SVP of Marketing”
• Experience: Undergraduate dual degree in Systems Engineering and
Economics and four years of management consulting experience mainly
focused on technology implementation and risk analysis
• Favorite Team: New York Yankees
• Favorite Sports Statistic: BCS…kidding, its Wins Above Replacement (WAR)
Sandeep Satish
“CFO and President of Business Operations”
• Experience: Undergraduate degree in finance and international business from
NYU Stern and four years of investment banking experience at Citigroup
• Favorite Team: New York Yankees
• Favorite Sports Statistic: Ultimate Zone Rating (UZR)

12. Appendix
12
Support Data and Analysis
Slide 3
Data from Aramark_SloanConferenceSampleDataSets_20140210.xlsx
52%
• = Sum of cash purchases at Arena, MLB and NFL ÷ Grand Total
$88M
• = Sum of cash purchases at Arena, MLB and NFL
39%
• = dollars per credit transaction ÷ dollars per cash transaction
• Dollars per credit transaction = total credit receipts ÷ total transactions
• Dollars per cash transaction = total cash receipts ÷ total transactions