The Keys to the Dallas Mavericks Sport Analytics; Data Collection & Marketing
Data analytics and marketing plays a significant role in the sports business industry. One sports organization utilizing analytics is the National Basketball Association (NBA) team the Dallas Mavericks. The Mavericks, owned by Mark Cuban, utilize data collection through ‘inverse analytics’ as a means to create affordable ticket prices as well as keep fans interested and engaged in the team’s success. Through the use of analytics, the Mavericks have maintained a consistently-high game attendance record. However, even though the Mavericks have used data analytics and marketing to their advantage, other sports marketing trends have continued to emerge such as how organizations
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brand themselves with the ever-growing Esports business as well as how to constantly create an engaging fan experience for spectators. Data Collection Strategy The Dallas Mavericks are employing ‘inverse analytics’ as their data collection.
For the 2017-2018, Mark Cuban’s NBA team currently has a record of (19-45), without question one of the worst in the league this year. In the ‘inverse analytics,’ the Mavericks coaching staff is given data on what lineups will not be successful as a means to lose games and improve their chances in the draft lottery to receive a high pick (Koyette, 2018). It has been described as “player development,” in which the younger less-developed players receive more playing time than veteran players.
For instance, Dennis Smith Jr. and Yogi Ferrell, both 1st and 2nd year NBA players, receive more playing time then 19-year veteran Dirk Nowitzki. Smith Jr. and Ferrell each receive 29.5 and 29.0 minutes per game (mpg) compared to Nowitzki’s 25.1 mpg for the year (“2017-2018 Dallas Mavericks Player Stats,” 2018). Although no significant difference, this does reveal that the Mavericks coaching staff are playing younger unproven players more often, which means they may lose more games.
Use of Analytics for Marketing
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Strategy The Dallas Mavericks are a unique NBA team when it comes to marketing since they focus their analytics through maximizing attendance rather than gaining revenue. Dallas Mavericks owner Mark Cuban has a goal to fill up seats in the stadium and understands how to convey analytics in doing so. For instance, in the 2016-2017 NBA season, the Dallas Mavericks were having their first losing season in 16 years. Cuban understood this as an opportunity to attract a younger demographic. Cuban has the Mavericks partner with local charities, youth groups, and schools in order to fill seats at games but also bring a younger demographic to games who will be interested in the Mavericks team success in the future (Hoopfer, 2017). The Mavericks also sell their tickets at a lower price as well.
During the 2016-2017, the Mavericks examined the ‘inverse analytics’ data and their staff realized they would be a losing team for some time. In order to keep fans interested in attending their games, they lowered their average ticket price to $65 per game, which was the seventh cheapest out of any NBA team at the time (Hoopfer, 2017). The Mavericks ticketing office also creates irresistible deals for their fans. For instance, during one game in February 2016, the Mavericks were selling tickets for $5 if fans came 30 minutes before tipoff or earlier (Hoopfer,
2017). Target Market Reaction to Marketing Strategies The Dallas Mavericks fans have bought into the marketing strategies of the Maverick’s front office staff. Due to the success Cuban has had with filling seats through partnering with charities and schools, having one of the lowest average ticket prices in the NBA, and selling tickets for $5 during the game, it should come as no surprise that the Mavericks are maximizing attendance. Up to their 22-34 record of the 2016-2017, American Airlines Center, the home of the Mavericks, averaged 102.4% capacity for every Mavericks game, ranking second behind the Chicago Bulls in the NBA (Hoopfer, 2017). Recently, Mark Cuban created a partnership between his Dallas Mavericks team and e-sports company Kingston Technology and their HyperX division (Gaudiosi, 2017). Kingston Technology will be the headset brand sponsor of the Mavericks 2k team. The Dallas Mavericks have pursued this as a measure to attract a younger fan base and due to this, they are succeeding (Gaudiosi, 2017). Discussion of Marketing Strategies across Sports Business One marketing strategy to consider is how will sports entities, ranging from collegiate athletics to professional sport teams, handle the emergence of Esports? Esports is projected to reach a total audience of $5 billion by 2020 and have more international fans than basketball (“The Connected Future of Sports and Esports,” n.d.). With this growing demographic of people interested in Esports, sports entities must find ways to stay relevant with this growing profession. As witnessed by Mark Cuban’s business decision, he has decided to partner with a gaming company for an NBA 2k video game tournament. How will other sports entities, including teams in the MLB, NFL, other NBA teams, and lesser known sport leagues/association handle this? Will college athletics sponsor this? Only the future will tell. Another marketing strategy to consider is how sports entities will continue to create an engaging and exciting fan experience. Fans constantly want the best experience and this requires expensive technology and in-turn, money. At South by SouthWest Sports, an annual sports business conference, a panel discussion will occur in which experts will discuss how sport organizations can create effective fan experiences and market this to their fans (“How to Create a Mixed Reality,” n.d.). Sports teams, ranging from college teams to professional teams, must ask themselves questions such as; “Can we continue to use technology that is 5-10 years old?,” “Are we willing to invest millions of dollars to improve the technology of our stadium in order to create a more exciting fan experience?” These questions must be asked by sports organization and teams for their future. References Dallas mavericks player stats. (2018). Retrieved from https://www.foxsports.com/nba/dallas-mavericks-team-stats Gaudiosi, J. (2017). Mark cuban, dallas mavericks banking on esports to reach new fans. Retrieved from http://www.alistdaily.com/strategy/mark-cuban-esports-helps-dallas-mavericks-market-kids/ Goyette, K. (2018). Mavericks, other NBA teams reportedly using 'inverse analytics' to tank better. Retrieved from http://www.sportingnews.com/nba/news/dallas-mavericks-tanking-nba-mark-cuban-brian-windhorst-data-analytics/fsmntx5n8tw31skao51t471pu Hoopfer, E. (2017). Mark cuban on how the mavs keep attendance up in down year. Retrieved from https://www.bizjournals.com/dallas/news/2017/02/24/mark-cuban-on-how-the-mavs-keep-attendance-up-in.html How to create a mixed reality fan experience. (n.d.). Retrieved from https://schedule.sxsw.com/2018/events/PP73339 The connected future of sports and esports. (n.d.). Retrieved from https://schedule.sxsw.com/2018/events/PP79899
In overtime, behind and with little time on the clock Oklahoma City’s Russell Westbrook sinks an off balanced three and pushes the Thunder past the Golden State Warriors 113-112. This happened on November 29th, 2013 but 9 years prior this was all a dream of the people in Oklahoma City. It all started on August 29, 2005 when hurricane Katrina released hell on New Orleans. Most of New Orleans was destroyed by flood waters. This caused the New Orleans Hornets to temporarily relocate to Oklahoma City. They played in Oklahoma City for two seasons before New Orleans was able to host them again. These two seasons created national attention toward Oklahoma City for the great fan base and prospective city for a new team. A group of Oklahoma City investors led by Clay Bennett buy the Sonics franchise. After the 2007-2008 season the Seattle Super Sonics file relocation papers to relocate to Oklahoma City. When they get to
Coaches are always looking for a better understanding of what makes up a winning team. This knowledge would help them in recruiting athletes that could improve the team’s statistics in the areas we observed. We took the entire statistical breakdown from the 1999-2000 season and were hoping to find any key statistical areas that could be directly related to winning percentage.
In the last ten years many young and talented high school basketball players have chosen to enter the NBA draft. These 17 and 18 year olds decide to skip college, and instead they choose to take a big risk and enter the NBA, hoping to become stars and earn millions of dollars. In many cases, these youngsters’ careers are a failure because they don’t turn out as talented as they thought to be. They end up spending only a few seasons in the NBA because they are not good enough to compete at that level. Many of them have to move on to doing other things, such as playing basketball overseas, doing everyday jobs, or going back to college to earn a degree.
One of the most important tools an organization can use is a SWOT analysis. A SWOT analysis is comprised an in-depth look at an organization’s strengths, weaknesses, opportunities, and threats (Abraham, 2012). Internal to this analysis are strengths and weaknesses while external factors are opportunities and threats. In this paper, I will develop and detail a SWOT analysis on the National Football League (NFL). Specifically, I will illustrate each component of the SWOT analysis as it applies to the NFL as well as providing ways of improving viewership. While the NFL has a unique product, the true value is derived through advertisers capturing the attention of viewers watching televised and live games. In other words, while the NFL has no direct competition in terms of another football league, any product that detracts from viewership can be considered a competitor.
As part of the camp, a preason tournament was held to analyze talent and make sure teams were relatively even across the board. However, there would be veteran coaches there who would play players that they knew were good less minutes so that that their team wouldn’t seem that good. This occurred because they knew once the preseason was over, no trades or reassignments would be made. This was difficult to deal with because in specific situation, I was a sport participant. So when we would go up against these stacked teams, we would just have to play harder in hope to grasp the
Many NCAA basketball players who make the decision to enter the NBA are not mentally prepared to deal with the responsibilities of life in the NBA. Young players depend on others who influence them or help make bad life decisions. What the young players visualize as the reward for playing in the NBA is the big money and with that big money make many mistakes financially. In th...
Mihai, Alexandru. “The Strategic Sports Marketing Planning Process.” Manager. Manager Journal, 2013. Web. 6 December 2013.
Abstract: Basketball players who enter the NBA early are not ready for the NBA. Early entry into the NBA by high school and college basketball players has had a negative affect on the college basketball program, the NBA, and the players themselves. Each year the number of early entries in the NBA rises more and more. In 1997, 47 basketball players entered the NBA draft early, and the number has risen since then. The college basketball program is drained of talent due to players leaving early. The high school players that go directly into the NBA are hurting the college program because they never contribute to the college program at all. The NBA now has to deal with a higher level of immaturity and disrespect by young players. College basketball players obtain a certain amount of respect and maturity in college. The players suffer by not grasping the concept of learning due to lack of education. Many analysts say that entering the NBA before finishing a four-year program is entering too early. The NBA commissioner, David Stern, has begun to work on ways to encourage players to go to and stay in college.
...that skill and utilize the skill set of each player on the team. And the Coaches in Sacramento, still haven't made the cut.
Sports marketing has made its way directly to the fans. In the past, only the extremely devoted fans would check on their teams online but now, the norm has changed. Now the devoted fans learn new information before anyone else, and even get rewarded for it. In the article “The Passion of the Fan”, by Stewart Feil, fans are being rewarded for posting about their favorite teams on social media. The reason this is possible is because mobile apps have greatly contributed to the way fans follow their teams. In “Sports marketing and technology with the New England Patriots”, by Michael Krigsman, it reveals that fans have the capabilities of sending their favorite teams their input about the team. The most amazing part is their voice is being heard. Tracy Keller reveals how deeply mobile apps have helped fans and teams interact in her article, “The Rise of Mobile in Sports Marketing.” She goes into detail on how fans are closer to their favorite teams through new mobile technology involved in sports. To go along with mobile apps, websites are bringing new life into sports and professional teams. In Greg Johnson’s article, “Big-time backers are trying to breathe new life into high-flying sport of Slamball”, it discusses how Youtube has allowed Slamball to keep its fame, and it is also reviving the sport at the same time. Sports and fans have always been together. Sports marketers have made the interactions between fans and teams closer through social media, websites, and mobile technology.
Lapchick, R., Hippert, A., Rivera, S., & Robinson, J. (2013, June 25). The 2013 Racial and Gender Report Card: National Basketball Association. . Retrieved April 20, 2014, from http://tidesport.org/RGRC/2013/2013_NBA_RGRC.pdf
The Toronto Blue Jays baseball team was founded in the 1970s and experienced support from the fans during the 1970s and 1980s. In 1992 and 1993, the Jays won back-to-back World Series, yet in 1994, the team faced setbacks. The team had a losing streak, there was a major league baseball strike, and no World Series was played. At the same time, gambling came to Toronto, and the team had to compete for the fan's time. Also, players' salaries skyrocketed at a time when the Canadian dollar fell in value. How could the Toronto Blue Jays adjust ticket prices to improve financial performance and increase fan attendance?
The National Basketball Association has gone through a lot to get to what it is today. Today’s league contains thirty teams. These teams are divided into two conferences, the east and west. Fifteen teams are in the east and fifteen teams are in the west. Another way they are divided is there are six divisions that contain five teams each. Two NBA teams the Golden State Warriors, and the Cleveland Cavaliers have battled it out in the finals for the last three years and are the front runners this year(Trenchard, NBA Then and Now). In today’s league, players
Lower prices draw a larger audience. When tickets are inexpensive and in high-demand, audiences are drawn to that event, thus creating a
Companies have transformed technology from a supporting tool into a strategic weapon.”(Davenport, 2006) In business research, technology has become an essential means that many organizations use in their daily operations. According to the article, Analytics is a major technological tool used. It is described as “the extensive use of data, statistical and quantitative analysis, explanatory and predictive models, and fact-based management to drive decisions and actions."(Davenport, 2006) Data is compiled to enhance business practices. When samples are taken, they are used to examine research and understand how to solve problems or why situations are as they are. Furthermore, in this article, Thomas Davenport discusses analytics from a business standpoint. He refers to organizations that have been successful in their usage of data and statistical analysis. In addition, he also discusses how data and statistics can be vital in the efforts to improve the operations of businesses.