Business Intelligence
Faced with declining game attendance and lower television ratings, the National Basketball Association (NBA) has reacted swiftly in applying business intelligence tools to facilitate customer relationship management. The NBA currently assembles information about fans who purchase tickets from a number of sources around the world, including Ticketmaster, the Home Shopping Network, All-Star nominating ballots, New York’s NBA Store, databases of individual teams, and the NBA.com Web site. Each NBA team will soon be able to access the combined data in a data warehouse and use business intelligence applications to analyze the data. Teams will be able to tell if a customer prefers to purchase tickets when a particular opposing team is in town or at specific times of the year. The data analysis will also be used to market sports merchandise directly to select customers through a customer relationship management capability.