Major League Baseball’s (MLB) New York Mets have unveiled a new partnership with business analytics company SAS.
As part of the partnership, the Mets will use SAS software to analyse fan data with a view to designing experiences that appeal to fans ‘on a personal level’.
Data will be collected using a fan engagement hub that will analyse social media trends to gauge fan sentiment relating to players and games.
“With SAS, the Mets will be able to analyse all this data, from when and where a fan buys a ticket to the seat they select, what drink they enjoy with their hotdog, and the merchandise they buy, all to improve the fan’s experience,” said Jim Tobin, national sales, SAS sports industry practice.
Lou DePaoli, executive vice president and chief revenue officer of the Mets added: “There’s an ever-increasing volume of data in the business of baseball and we are always looking for new ways to analyse. In the past, SAS has been a great partner in analysing data and providing us with a unique way to engage with our fans. We look forward to our continued relationship in the years ahead.”
The Mets have failed to reach the MLB playoffs since 2006 and finished the 2014 season with 79 wins and 83 losses.