New England Patriots: Business Analysis

Analytics is the study of data through statistical and operations analysis. In any form of business, analytics is very important for success. With analytics, a business can measure their past performances to guide them towards future success. In sports marketing, using data analysis is crucial to an organizations success; whether the organization be professional, collegiate, or amateur. Analytics helps plan for future success. In this essay, we will take a look at a specific sports team and how they use data analytics as a part of the marketing process. We will go over some data collection techniques, how analytics is used to develop a marketing strategy, how the target market reacts to the marketing strategy, and lastly give an opinion about marketing strategies in the business landscape.

New England Patriots

For this essay, the sports team that we will look at is the world champions New England Patriots. The New England Patriots are regarded as one of the best American football teams to ever have a franchise. While constantly winning Superbowls, the Patriots are convinced that analytics is responsible for changing the way they do business both on and off the field (2016).

Data Collection

In data collection, there are three basic ways to collection data; through interviews, focus groups, and observations.

For the New England Patriots however, the franchise has moved to using mobile apps, social media, videos, tickets, and connected stadiums in order to collect the data they need. The mobile app allows customers to take surveys and offer reviews about the franchise. Their social media helps them connect to customers one on one and really get personal data from them. While videos and ticketing allow the franchise to monitor their pace and what needs more attention. Lastly, connected stadiums are used so that customers have the opportunity to connect to the franchise and really feel a part of

it.
Marketing Strategy
Today, every professional sports team should have a data analytics department within their organization. This analytics department should collaborate hand in hand with the organizations marketing team in order to develop a strategy to help market out more to their customers. When developing a marketing strategy, there are certain steps you must take in order to be successful. The first step is to assemble the right team; as stated above you need a mix of marketing experts as well as data analytics specialists. Next, you need to really analyze the data and identify the right channel and market to go into. After that, your team should be able to predict possible outcomes and see whether or not your strategy will be successful or not. The next step is to understand what your franchise defines success as; as well as making sure your data is accurate. Lastly, you can continue to keep on testing your strategy on your target market. With the New England Patriots, using their mobile app, they are able to see what brands their customers like to see affiliated with the franchise and in the stadiums. Whether this would be the type of beer they serve, the brand of clothing in their stores, and even the sponsor advertisements they see around the stadiums. This allows the Patriots to create strategies based on what is popular among their customers.
Reaction
The main goal of a franchises marketing department is to create a marketing strategy that is successful among their customers. As you remember from the paragraph above, defining what your franchises view of success is, is very important in developing a marketing strategy. Knowing what to aim for is a great way to measure the reaction of your strategy. A great example of this would be when the New England Patriots were looking to increase beverage sales during their games, they tested out with beverage their customers liked to most. Through collecting data, analyzing that data, and forming a strategy to sell the most popular beverage. The Patriots were able to capture the reaction they were looking for and be successful.
Application
Analytics within sports is the key to success. With good analytics and marketing, franchises have the ability to hire the best players and coaches, find the right sponsors and advertisements, and ultimately have better decision making skills all around. Today, analytics goes even deeper and involves fans in order to help drive a franchise to success. By using techniques such as mobile apps, interviews, and questionnaires, franchises have the opportunity to really connect one on one with their customers and find out what they truly want. This will ultimately raise their popularity and drive them towards success.
So what is the secret to the New England Patriots constant success? Is it the loyal fans? Their ability to trade the best players, coaches, and staff? Whatever it is, there is a lot of behind the scene data analytics that goes on in order for them to be considered one of the best franchises in American football.