“Because the data warehouse is storing data from all four of our teams, plus people who are attending concerts across our venues, we’ve got a much broader reach than just one team. That is a huge help for us in terms of gathering data and creating a more holistic picture of who our consumers are.”- Kari Innes, VP of Business Intelligence, Kroenke Sports & Entertainment
A deeper understanding of fans is key to delivering incredible experiences, but easily accessing the data required to build authentic, personalized relationships can be tough. In today’s sports ecosystem, teams are generating huge amounts of raw data across a variety of sources, including in-stadium fan interactions, multiple social media platforms and everywhere in between. Faced with these challenges, it can be difficult for teams to easily access, interpret and take action on relevant insights that elevate the fan experience.
Kroenke Sports & Entertainment (KSE) is no stranger to this challenge. In Colorado alone, KSE owns and operates four professional sporting teams, including the NBA’s Denver Nuggets, NHL’s Colorado Avalanche, and MLS’ Colorado Rapids, as well as three stadiums and entertainment venues. KSE needed a solution that could untangle the intricate web of various data sources into a holistic, unified view that unlocked incredible moments of fan delight as well as drive efficiencies across the board.
KSE turned to KORE Software, a long standing certified Ticketmaster Nexus Partner, for KORE’s Data Warehousing & Analytics Solution which allowed KSE to create a single view of their data across teams, venues, partners and platforms. Seamlessly integrated with Ticketmaster APIs and Data Feeds, KORE helped KSE improve fan engagement by consolidating data into a single centralized location for a comprehensive view of each and every fan.
“The goal is the data for all teams and departments to be coming from one source – all of our data ‘living’ in the same place. In the past, that data may have only existed in an Excel spreadsheet and didn’t always give us all the results we needed – the consistency just wasn’t there,” says Kroenke Sports & Entertainment’s VP of Business Intelligence Kari Innes.
The positive impact of the partnership has rippled through the organization, across ticketing, membership and marketing departments to their sponsorship team.
With their newly unified system of record – courtesy of KORE – KSE now has 20 data streams flowing into one system, overcoming the various obstacles of data hygiene and maintenance.
In doing so, the team has been able to unlock critical insights that have up-leveled several key business decisions.
“Because the data warehouse is storing data from our teams, plus people who are attending concerts across our venues, we’ve got a much broader reach than just one team. That is a huge help for us in terms of gathering data and creating a more holistic picture of who our consumers are,” says Innes.
With fresh insight offered through KORE’s unified data warehouse, the KSE team can now build incredibly accurate fan behavior models based on historical and real-time data. Thanks to their clearer understanding of fans’ preferences and engagement trends, they’ve been able to launch marketing and sales strategies that have doubled sales conversion rates. In fact, KSE has seen an increase of not only fans, but also of their sponsorships with a 15% increase in their sponsorship pipeline due to better tracking in CRM.
Additionally, KSE saw a positive impact on their operational efficiencies company-wide. Before integrating KORE, teams would have to manually create a data report that would take five-to-ten hours. Now, reports are automatically updated, saving approximately 20 hours per week for the team to focus on other value-add activities. Innes added, “Prior to a data warehousing solution, pulling data directly from our source systems was a cumbersome and time-consuming process… the data warehouse overcomes a lot of those obstacles.”