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Forecasting attendances to optimize ticket-pricing

Challenge

Despite strong attendance growth over the last two decades, the teams in this professional North American sports league still have a huge opportunity to further grow gameday revenue – particularly by maximizing ticket sales.

Insight

Executives at teams in this league did not have a data-driven strategy to allocate their marketing and sales teams’ time and energy across the season to maximize gameday revenue. Instead, most based their efforts on anecdotal evidence from previous years.

Solution

By helping teams better understand – before the first game even began – what level of demand each game would generate across the season, Two Circles would provide team executives with data-driven insight that would enable them to better plan their gameday marketing and sales strategies.

Action

Two Circles analyzed multiple years of historic primary and secondary ticketing data and used proprietary data models and algorithms to predict demand for individual teams’ full home schedule across the 2018 season. Ultimately, each game was segmented into a different category based on demand relative to the given team’s other home games for the season.

This analysis was given to the sales and marketing departments at teams and used to drive decisions around ticket pricing, how much marketing effort should be put behind specific games, and gameday resourcing in areas such as staffing.

Results

  • 40m+ ticket sales factored into modelling demand
  • 30+ variables impacting attendances fed into proprietary model
  • 374 games modelled and categorized within three days of schedule release

Results

  • 40m+ ticket sales factored into modelling demand
  • 30+ variables impacting attendances fed into proprietary model
  • 374 games modelled and categorized within three days of schedule release

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