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Think You Don’t Have Data?

Think You Don’t Have Data?

You know you need to be investing in data analytics in order to move the revenue needle. But if you’re like a lot of athletic departments, you might not know where to begin.

When it comes to using data, many collegiate athletics marketers are concerned about:

  • Only having old data.
  • Data that’s disorganized or inconsistent.
  • Not knowing whether the data you have is valuable.

Here’s the good news: you probably have better data than you realize!

One of the most common mistakes marketers make is thinking they don’t have enough data to do anything useful. In reality, even the most basic data can unveil some valuable insights. The key is keeping it simple and figuring out how to ask the right questions to get the most out of the data you have.

Here’s an example. Let’s say you have 3-5 years of ticket sales information, but the only data available is the addresses you mailed the tickets to. It might not sound like much, but that’s actually some great data.

If we were partnering with you, we could use your zip code information to map all ticket purchases or donations to specific areas and identify behavior trends. From there, we’d analyze census data to determine the demographic makeup of those areas and create a model of your current ticket-buying audience. Using that information for lookalike modeling, we can help you find more people like the ones you already serve – people who are likely to be interested in what you’re offering.

Old Hat’s 180º process uses many tools to harness the power of the data you have and help you move the needle for student attendance, ticket sales or fundraising. We know there’s no one-size-fits-all solution to your needs, so we’ll work hand in hand with you to support your sports marketing efforts.

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