The Eagles decided to sign up with KAGR now because of how much more data is being generated by consumers and transactions compared to just a few years earlier, Patel said, citing the proliferation of direct-to-consumer business models, cashless points of service and the ubiquity of mobile phones and app usage. “It’s a ripe point for us, as we look at this massive data set, we ask how can we organize it better?” Patel said.
The NFL and its teams are rapidly adding new names to their customer databases, driven by relationships with Fanatics, EA Sports and a concerted effort to gather email addresses and other information at fan-facing events. As useful as the ticketing data from the NFL deal may be, ticketing “should make up between 5-10 percent of your customer base,” Gelman said.
KAGR’s lifetime customer value tool will further help segment and personalize the club’s outreach to fans, allowing sales teams to spend the most effort on the highest-potential value customers while still providing value to the rest, Gelman said. Patel said KAGR’s rare blend of analytics excellence with firsthand experience in the team business won the business. KAGR shares common ownership with the Patriots (with an investment from JP Morgan Chase), but sits outside of Kraft S&E and doesn’t receive football operations data in these deals.
