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Turning Insight Into Action: A Case Study Assessing The Use Of Consumer Behavior Data In Minor League Baseball Marketing And Communication Strategies, Jessica R. Braunstein-Minkove, Ari Kim
Turning Insight Into Action: A Case Study Assessing The Use Of Consumer Behavior Data In Minor League Baseball Marketing And Communication Strategies, Jessica R. Braunstein-Minkove, Ari Kim
Journal of Applied Sport Management
As the usage of data-driven decision-making (DDDM) has increased in sport business operations, organizations must refine the ways in which they both obtain and use data to understand and, ideally, meet the needs of their consumers. A qualitative analysis, including eight in-depth interviews with a Minor League Baseball’s (MiLB) front office staff, was conducted. This was done in order to better understand the organization’s decision-making process and how they use various types of data, including the results of quantitative results from an academic study, when determining how best to reach their consumers. After a thematic analysis, three primary and six …
The Use Of Season Ticket Incentives In Major League Baseball, Kaitlin Poe, John Drea
The Use Of Season Ticket Incentives In Major League Baseball, Kaitlin Poe, John Drea
Journal of Applied Sport Management
A study of Major League Baseball season ticket promotional incentives found that the most popular types of incentives provided to season seat holders (SSHs) were exclusive offers, complementary items, discounts, ticket options and services, and payment plans. Offering a payment plan to SSHs was positively associated with higher average game attendance. Payment plans were more commonly associated with teams with higher winning percentages over the past three seasons and with teams that filled a higher percentage of their stadium capacity. Teams that fill more of their stadium capacity were also found to offer fewer categories of season ticket incentives to …
Sport Momsumers: A Modern Reexamination Of The Role That Mothers Play In Their Families’ Professional Sport Consumption, Jessica R. Braunstein-Minkove, Jennifer L. Metz
Sport Momsumers: A Modern Reexamination Of The Role That Mothers Play In Their Families’ Professional Sport Consumption, Jessica R. Braunstein-Minkove, Jennifer L. Metz
Journal of Applied Sport Management
As the role of women and, therefore, mothers has changed, so too, has their place in their families’ professional sport consumption experience. This qualitative assessment, including a demographic and consumption snapshot, provides insight into the perspective of mothers in their families’ professional sport consumption habits and intentions. Primary findings fall under the themes of Personal Priorities and Constraints. While Constraints drove the conversation, this group of women was interested in maintaining and sharing the role of sport in their lives. As such, minimal- investment recommendations are made to address the concerns that mothers have with many of these items. Subscribe …