How the Seattle Kraken Hockey Team uses data analytics to drive business goals

Seattle Kraken VP of Strategy and Business Intelligence Kendall Tyson explains how the hockey team is using data analytics at the 2021 GeekWire Summit. (Photo GeekWire / Dan DeLong)

When it comes to sports data, most people think of RBIs, third base conversions or shots on goal, but Kendall Tyson, vice president of strategy and business intelligence for the team. Seattle Kraken hockey has a whole different kind of stats in mind.

What videos do you watch on the Kraken site? Are you going to the big game on your birthday or anniversary? What type of wine will you order from the Climate Pledge Arena?

“We bring together ticket purchases for hockey games, ticket purchases for concerts, food and beverage data, retail data and membership data from everyone who comes to Climate Pledge Arena – and not just our fans, ”Tyson told the GeekWire summit today. “We take this information, we integrate it into a database and we create Customer 360 profiles.”

If you like a particular Kraken video series, you might see a link to the latest installment at the top of your membership email. If it’s your birthday, the Kraken might offer you an offer on a private suite for the game.

And then there is the wine.

“We know from your food and drink purchase history, you love this dark cab,” Tyson said. “And when one of our partners brings out a new one, one of those bottles may be waiting for you.”

You might expect the latest addition to the region’s pro sports spectrum made famous by Microsoft and Amazon to be a tech savvy – and Tyson is playing a key role in meeting that expectation. She comes to the role with experience that includes developing business strategies at Accenture, LPGA and Topgolf.

Kraken home page

The Seattle Kraken website is designed to reflect users’ data preferences.

In addition to building an expansion team of hockey players from the ground up, the Kraken leadership team is partnering with Climate Pledge Arena and Ticketmaster to build the online infrastructure for personalized customer experiences.

“We are the first team to have created our own in-house mobile app,” said Tyson. “We will send this information to our digital channels, to allow people to have personalized experiences, whether it’s shopping online or just visiting a website and seeing their favorite band or favorite player in top of the screen. “

The approach seems to be earning points with fans already: Kraken tickets sell out quickly in the primary market, and thanks to Ticketmaster’s verified purchase system, sellers are asking for between $ 400 and $ 10,000 and more in the secondary market. for tickets to the very first Kraken House. opener, against the Vancouver Canucks on Oct. 23.

If those numbers sound daunting, wait: Tyson said the asking price is expected to drop as playing time approaches. “In the long run, analytically, it’s all about supply and demand,” she explained.

During the question-and-answer session, one of the GeekWire summit attendees asked about the trade-off between personalization and privacy: “There’s a part of me that says, ‘Ooh, I’m a mom. under siege, I want to feel special ”” she said. “And there’s a part of me that says, ‘Oh my God, that’s kinda scary.'”

To allay those concerns, Tyson pointed to the rise of regulations aimed at promoting data protection and personal control over data sharing.

“All of this puts control back, in my opinion, to the consumer,” she said. “And so we’ll never share more than what you wanted to share, right?” We have a double opt-in policy, so if you decide you don’t want to have that bottle of wine sitting in your chair, you can opt out, or not opt ​​in, and we won’t have it for you. “

More from GeekWire:

About William G.

Check Also

The Primary Sclerosing Cholangitis market is expected to experience tremendous growth in the coming years with the profiling of prominent companies like Acorda Therapeutics, Gilead Sciences, NGM Biopharmaceuticals

Primary sclerosing cholangitis (PSC) is a disease of the liver that causes inflammation of the …