Tampa Bay Lightning Scores Fan Experience and Revenue with Spotfire
Time savings, insights, better decision-making and results
“One challenge in the sports industry is that, on the business side, you have little to no control over your team’s on-ice performance,” says Senior Director of Business Strategy and Analysis Chris Kamke. “Team performance often drastically impacts fan interest and demand, so if the team goes on a winning streak or a losing streak, you have to be ready to make changes on the fly, to either sell more tickets or maximize revenue in other ways.
“With our goal to provide world-class guest service and game experience, it’s important to really know customers—the demographics, behavior, buying trends. You need to understand the fan, and once you have the data, the challenge is facilitating its use to drive business decisions on game experience, ticket and sponsorship sales, and customer service.
“We needed an analytics tool powerful enough to de-silo all our data and get it into one place so we could get a 360-degree view of our customer. We’re striving for a sold out building every night; controlling inventory and maximizing revenue is key. We needed customizable reports, so the executive team could always know where we stood on those key performance indicators, and our sales reps could access the information they needed to give fans the best experience possible.
“If we weren’t able to resolve these challenges, we’d be stuck with a lot of manual reporting and wasted time—bad habits that were getting in the way of strategies to address these issues.”
“It’s important that you have the right people to guide you to the best decisions, says Mr. Kamke. “Syntelli Solutions is a great partner that helped us through BI selection, implementation, and the beginning of data discovery. The trust we put in TIBCO Spotfire® and Syntelli was critical. We try to be data-driven in our decision-making every single day and without having the tools to do that, we wouldn’t be able to accomplish our goal.”
Time Savings, Insights, Better Decision-Making
“Before, we often struggled to stay ahead with reporting and analysis on a game-to-game basis,” continues Kamke. “Since adopting Spotfire, we’ve facilitated data collection and improved our ability to analyze data and communicate it out to business units. We’ve drastically cut the time for generating and distributing reports. We’re saving some managers several hours a week by taking on the reporting they used to do manually. We now spend more time developing insights and strategies rather than collecting numbers. It’s allowing us to move from being reactive to more proactive in our business decisions, and therefore address future challenges.”
Trust, Growing Use of Analytics
“Spotfire is not only saving time by taking a lot of reporting off directors’ hands, it’s getting people involved who otherwise wouldn’t look at data,” says Kamke. “Maybe they were afraid of looking at Excel—but now they can investigate the data because Spotfire is more of a tool than a cumbersome data upload.
“Partnering with Syntelli and Spotfire gave us the confidence to move forward with data-driven decisions throughout the company. It’s given the sales team the ability to trust the information and be able to ask questions of it themselves because it’s presented in a format that isn’t intimidating. Having that perfect environment where people trust the data and work with it has been really beneficial.
“As we rolled out more Spotfire BI, our team members gained further trust of daily analyses. People in other areas of the business are asking us to manage their reporting. We’re bringing more and more users into the Spotfire platform.”
Better Information, Better Results
“We now have a real-time inventory management system so we know what products we have left to sell and how to address soft or strong sales situations. It’s giving us better insight for forecasting revenue,” says Kamke. “The impact of giving sales staff real-time data at their fingertips is that they have confidence in driving the business forward from a fan experience standpoint and also a revenue standpoint.
“Sales reps can drill down on each of their accounts to the information they need, whether they’re on a renewal call, visiting somebody in the seats, or just trying to improve the fan experience. They know on game day who they want to reach out to. By having a tool they trust, like Spotfire, they’re able to sell better, service accounts better, and improve the overall fan experience.”
“With the successes we’ve achieved, we now plan to expand into sponsorship, marketing, and arena operations to drive the overall Tampa Bay Sports and Entertainment business forward,” concludes Mr. Kamke.