By: Allison Kremer
I recently read a book called Brands Win Championships by Jeremy Darlow. The theme of the book is that the most consistently successful athletic programs will be those with the strongest brands, not simply the strongest defense or most explosive offense from year to year. I have come to believe that a brand without good data is like a ship without a sail.
First and foremost, the objective of every executive involved in the National Hockey League is to make money. Selling tickets, team apparel, and the rights to television coverage are three basic ways for an organization to increase revenue. Digital analytics can be utilized to help quantify sales trends. Specifically, analytics can show which demographics are purchasing which tickets, which demographics are most likely to buy a red sweatshirt vs a black sweatshirt, and which demographics are watching the games in person, on their television set, or on their mobile device. This information can be utilized by executives to understand consumer behavior thus maximizing the impact of their advertising campaigns.
Maximizing the impact of advertising campaigns is important to increase the overall customer experience associated with the organization. This is done by tracking marketing investments and conversions. Digital analytics can examine and monitor every touchpoint of the customer. For example, how they are purchasing their ticket and their interactions with the team digitally, specifically, on the NHL website. The data will be able to identify how far the customer got on the site and the time spent on each before exiting the site. Again, this will help the executives not only adjust their advertising but utilize the data to set them apart from other teams in the league. An organization's brand is how it's perceived by the world. Digital analytics and the data they can find are fundamental to developing and maintaining a good brand.
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