Mobile, Analytics Help Sports Industry Score More Sales

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Organizations such as the Green Bay Packers football team and the owner of the Daytona 500 race track are using IT to produce happier fans and more revenue.

The Green Bay Packers organization knows that a winning football team and the iconic Lambeau Field are enormous fan draws. But even a storied team with 100,000 people on a waiting list for season tickets feels the effects of competing with TV and the Internet. "Whether we like it or not, we're in competition with all the things that give people a choice to stay home when it's 15 degrees in December," says Tim Connolly, vice president of sales and marketing for the Packers.

CIOs can learn much about customer experience from sports organizations that use mobile and analytics technologies to keep fans happy and understand them better, says Bill Thomas, founder of Centric Performance, a management consultancy.

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