Analytics in basketball: Orlando Magic says why not?

Beginning this year, Orlando Magic will use SAS software tools for automated reporting and analysis of game statistics to further improve its game.

Alex Martins, President of Orlando Magic, said the team also plans to introduce a digital ticketing system, and ID cards for fans to  provide added convenience for fans and help its staff customize fans' experiences. Fan data, he said, will also help marketers pinpoint special offers to diehard basketball fans or those who attend games only for the social experience.

"We treat fan relationships as long-term partnerships," said Anthony Perez, Director of Business Strategy, Orlando Magic. “To better understand our fans, we’ll continue using SAS to analyze purchase history - including things like team store and concession stand selections. Our data warehouse connects all these data sources, so we can apply analytics to drive new value. This big-picture view helps us recognize needs so we can extend just the right offers and perks to fans.” 

The team’s SAS-based portal is available to everyone in the organization, including ticket sales, corporate partnerships and client services - so relevant departments can quickly access inventory and sales reports, for example. The portal also allows everyone to work from the same page through consistent reporting. 

SAS also helps the team price individual games relative to demand - traditionally the highest when the Magic plays premier opponents and/or on weekend dates. SAS has been invaluable in dynamic ticket pricing as well as in unlocking the factors that drive season ticket holders' renewal decisions. 

“To help maximize season ticket holder value, we have implemented a touch-point strategy that includes calling season ticket holders when tickets for games are unused, offering them information about our secondary ticket market, “Ticket Exchange,” and other best practices for ensuring tickets don't go unused. This campaign will be in full swing during the new season, and we expect it to generate significant improvements,” Perez added.