Using Open Source Solutions in Sports Business Operations

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This presentation will overview how the Grizzlies apply the use of R to their sales and marketing business operations. From basic data manipulation, to statistical modeling and enhanced visualization, the Grizzlies utilize R as a tool that efficiently positions data and research in a consumable and interactive way for analysts and C-level executives across multiple business disciplines.

Tecnologia

Utilizing Open Source Solutions in
Sports Business Operations
• Le
an
lto
M
CR
m
O P E N
D A T A
S C I E N C E
C O N F E R E N C E_

2
Utilizing R in Sports Business Operations
5/30/2015
Open Data Science Conference, Boston, MA
Lesley Torrell, Senior Director, Digital and Database Marketing
ltorrell@grizzlies.com
Matt Wills, Database Marketing and CRM Analyst
mwills@grizzlies.com

3
The Grizzlies go beyond Basketball Operations.
#ODSC

4
We want to capture the 360 degree view of our
local, regional and global fans.
#ODSC

5
Base R and CRAN packages are leveraged to
work with disparate data sources.
Base R Packages
#ODSC

6
Push and leverage data via R to enhance
outputs in other enterprise tools.
#ODSC

7
R integration with Tableau allows for users to
interact with models visualized in dashboards.
SAMPLE DATA
#ODSC

8
SAMPLE DATA
Example: Arena demographics dashboarding
in Tableau utilizing data preparation in R.
#ODSC

9
Enhancing social media performance
reporting with R text mining packages.
#ODSC

10
Enhancing social media performance
reporting with R text mining packages.
#ODSC

11
Text/sentiment analytics are ramping up in
conjunction with social KPI reporting.
#ODSC

12
The NBA.com network is one of first and largest
implementations of sports properties on the
Drupal platform.
#ODSC

13
Next Steps
• Evaluating opportunities in the Cloud, Business Intelligence,
Mobile and Social Media Analytics.
• Management and analysis of bigger data
• Open source data warehousing as an option
• Leverage RMySQL package for additional data capture
• More applications to enhance our investment in
Microsoft Dynamics CRM
Questions?
#ODSC

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Using Open Source Solutions in Sports Business Operations

1. Utilizing Open Source Solutions in Sports Business Operations • Le an lto M CR m O P E N D A T A S C I E N C E C O N F E R E N C E_

2. 2 Utilizing R in Sports Business Operations 5/30/2015 Open Data Science Conference, Boston, MA Lesley Torrell, Senior Director, Digital and Database Marketing ltorrell@grizzlies.com Matt Wills, Database Marketing and CRM Analyst mwills@grizzlies.com

3. 3 The Grizzlies go beyond Basketball Operations. #ODSC

4. 4 We want to capture the 360 degree view of our local, regional and global fans. #ODSC

5. 5 Base R and CRAN packages are leveraged to work with disparate data sources. Base R Packages #ODSC

6. 6 Push and leverage data via R to enhance outputs in other enterprise tools. #ODSC

7. 7 R integration with Tableau allows for users to interact with models visualized in dashboards. SAMPLE DATA #ODSC

8. 8 SAMPLE DATA Example: Arena demographics dashboarding in Tableau utilizing data preparation in R. #ODSC

9. 9 Enhancing social media performance reporting with R text mining packages. #ODSC

10. 10 Enhancing social media performance reporting with R text mining packages. #ODSC

11. 11 Text/sentiment analytics are ramping up in conjunction with social KPI reporting. #ODSC

12. 12 The NBA.com network is one of first and largest implementations of sports properties on the Drupal platform. #ODSC

13. 13 Next Steps • Evaluating opportunities in the Cloud, Business Intelligence, Mobile and Social Media Analytics. • Management and analysis of bigger data • Open source data warehousing as an option • Leverage RMySQL package for additional data capture • More applications to enhance our investment in Microsoft Dynamics CRM Questions? #ODSC

Notas do Editor

Our overall process entailed 4 pretty basic steps I’ll go into them in more detail, but the quick overview is that we first… (Just the 1 quick line on each) One other note I’ll make here is that the Sponsorship Dept. must be involved throughout the process Get buy-in from the beginning, learn important nuances, ensure it will be used This is how we did it; not to say this is the “right” way, but will hopefully serve as food for thought
Our overall process entailed 4 pretty basic steps I’ll go into them in more detail, but the quick overview is that we first… (Just the 1 quick line on each) One other note I’ll make here is that the Sponsorship Dept. must be involved throughout the process Get buy-in from the beginning, learn important nuances, ensure it will be used This is how we did it; not to say this is the “right” way, but will hopefully serve as food for thought
Our overall process entailed 4 pretty basic steps I’ll go into them in more detail, but the quick overview is that we first… (Just the 1 quick line on each) One other note I’ll make here is that the Sponsorship Dept. must be involved throughout the process Get buy-in from the beginning, learn important nuances, ensure it will be used This is how we did it; not to say this is the “right” way, but will hopefully serve as food for thought
Our overall process entailed 4 pretty basic steps I’ll go into them in more detail, but the quick overview is that we first… (Just the 1 quick line on each) One other note I’ll make here is that the Sponsorship Dept. must be involved throughout the process Get buy-in from the beginning, learn important nuances, ensure it will be used This is how we did it; not to say this is the “right” way, but will hopefully serve as food for thought
Flip logos
Needed a better way to analyze data and engage our managers/senior management in findings but also allow for interaction with data at both the analyst and management level. The most effective way to accomplish these goals was through visualization software. One of the main reasons we selected Tableau for visualizations was integration with R package.
Effective and efficient tool to visualize up to 400 different demographic data points from Ticketmaster and Acxiom in our database, query against specific demographic criteria.
Flip logos
Speak to amplification and what messages work from a reach standpoint but digging deeper via R package.
Advantage to Simply Measured is that we have access to firehose from Simple Measured to utilizing R to filling in some of the gaps. We couldn’t look at phrases or hierarchy of words as opposed to just single word analysis available in Simply Measured, in R we can do this via cluster dendogram. We can look at common positive/negative words and come up with a simple score. Utilzing Bigram Word Cloud, Histogram of sentiment scores (positive vs. negative word scores).
Screenshot of Grizzlies.com and Drupal logo Three years ago, NBA digital made the decision to move from a proprietary enterprise content management solution to the Drupal framework. Grizzlies.com was one of three teams to participate in a beta launch on Drupal 6. Today, all team properties and league sites are running on the Drupal 7 platform with the WNBA migration taking place this summer. Highly flexible CMS that meets the requirements of many sports properties’ content-first and mobile first approach to the Web. Because of this there is a trend in other sports properties utilizing Drupal CMS such as 2016 Olympics, WWE, NCAA.com, PGA,com and MLS. We also utilize Bootstrap for front-end framework and developing responsive, mobile-first additions to our site. In addition we are currently redesigning our FedExForum.com arena site and will implement on Drupal 7 with Bootstrap.
Cloud, BI, Mobile and Social Analytics Leveraging bigger data is key. Tease IT project Open source applications that we can leverage with Dynamics. I’ll go into them in more detail, but the quick overview is that we first… (Just the 1 quick line on each) One other note I’ll make here is that the Sponsorship Dept. must be involved throughout the process Get buy-in from the beginning, learn important nuances, ensure it will be used This is how we did it; not to say this is the “right” way, but will hopefully serve as food for thought

Using Open Source Solutions in Sports Business Operations

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