The University of Washington athletic department led by Rob Kristiniak, Associate Athletic Director of Ticket Sales and Operations, employs a small sales team through Pac 12 Sales that are tasked with selling game tickets, primarily for the big revenue sports – football and men’s basketball. Historically, the team looked at sales data from the preceding years, with an emphasis on buyers from the most recent season, to prioritize its sales efforts.
This process was time-consuming and inefficient. Grinding through huge lists of single-game ticket buyers was like looking for a needle in a haystack. Sales associates often relied on their gut instinct, when they would have preferred to use data to make better decisions.
SSB proposed a pilot program using data analytics to better qualify sales leads by predicting not only which fans were more likely to buy tickets, but also what kind of tickets they would buy. The resulting propensity scores were integrated seamlessly into the university’s existing Salesforce system. The introduction of propensity scores into their system added several thousand new leads for the team to begin prospecting. Two weeks after using the scores to launch an email campaign, the team sold over $40,000 worth of football tickets. During the two-month trial, the team rang up numerous more sales for a combined total of $115,000.