Case Study
How large is the data set?
Wi-Fi data set was collected over a six-game season at a Power 5 conference football stadium. During the season, Wi-Fi data was collected from over 100,000 devices representing approximately 30% of of fans attending a game in 2016.
Is the collected representative of college football?
The data presented was captured from a single University, but it is consistent with data that AmpThink has collected at other Universities. While it is possible that fans at other Universities might behave differently, it is just as likely that this data is representative of fan behavior at all major collegiate stadiums.
When our college football clients first saw this data they were surprised. The data was inconsistent with long-held industry assumptions about fan loyalty and audience size. But after discussing the data clients are now considering ways to leverage this new information.
They are considering adjustments to existing strategies and improve business results. With more accurate data about fan behaviors, college marketers build smarter campaigns, drive better results from ticket marketing and loyalty programs, and bolster sponsorship strategies at their live events.
At AmpThink we are working with our clients to leverage the new data set. We are testing new tactics to optimize business results. Our clients are using Wi-Fi data to identify fans and sell more tickets.
In the near future we believe that the same Wi-Fi data will enable teams to build predictive models that identify season ticket clients at risk of churning and identify previously invisible prospects who are ripe to buy new season ticket packages.
Stadium Wi-Fi networks and the data captured are changing sports marketing. Intuition is no longer an acceptable tool for measuring fan behavior.
We can use mobile devices to actually count unique individuals. And beyond measuring fan presence, with Wi-Fi we can capture the time a fans enter a venue, recognize if they are a new or returning visitor, track the paths they walk within the venue, and where they dwell. We can see the apps they use and the websites they visit. We can identify anonymous fans, and we can invite them to join our opt-in marketing lists.
This new information improves our understanding of the fan. It will unlock new opportunities to enhance fan experiences and drive profitable fan behaviors at live events.
HOW COULD WI-FI DATA CHANGE
SPORTS MARKETING?
What about professional sports?
The data presented here is consistent with data that has been collected at NBA, NHL, and NFL venues. While the length of the season and number of events vary, frequency of attendance is surprisingly consistent across venues and leagues with between 70% and 80% of fans attending just one game per season.
About the author:
Pat Coyle leads Wi-Fi analytics and business strategy for sports and retail clients for Ampthink. [email protected]