By Samir Mahir
Each January, the world’s greatest tennis stars meet in Melbourne to kick off a new year of Grand Slams. They’re greeted, of course, by more than 640,000 tennis fans – ready to watch each serve and volley.
At Tennis Australia, we strive to provide a premier tournament experience both on and off the court. That’s why we’ve teamed up with innovative technology partners to not only enhance the consumer tournament experience but also find new ways to offer some of the world’s best athletes deeper insight into the game they love.
In every sport, the more insight you have, the better your chance of success – whether you’re a player, a fan or even a broadcaster. That’s why data is a game changer when it comes to improving customer experience. By leveraging the power of analytics, we can better understand our audiences and innovate with them in mind – and ultimately, make decisions to fit their needs and interests, whether it’s through the official mobile app or a strategically-placed selfie photo-booth.
Our latest innovation is a great example of how we can use data to connect better with consumers. This year, we debuted IBM CrowdTracker that enables fans to better plan their day at the tournament. Fans can track their location and get a quick view of crowd sizes to find the most popular places to go. They can also tap each court to get the latest scores, match information and player details and follow the social buzz with details on Twitter stats, Instagram photo spots and trending topics.
We’ve also redesigned the popular IBM SlamTracker to offer new data visualizations, commentary and statistics for every player, in every match. For the first time, however, this capability is also monitoring player and ball movements, creating a complete picture for fans and even helping players refine their game. A favorite with the fans, ‘Keys to the Match’ leverages historical data to predict key strategies for each player and captures and analyses real-time data to reveal new insight into player performance.
But not all of our data-driven innovations are in the spotlight. We’re also using analytics to drive greater efficiency behind-the-scenes, this year piloting a new operations dashboard that sends visual, real-time updates and insights to our tablets. From merchandise, food and beverage, court services and tournament car usage, the dashboard will help our teams manage the logistical challenges involved in hosting a major tournament. By consolidating data in real-time, we can monitor, assess and obtain valuable information on an hourly and daily basis.
We’re proving that analytics gives organisations an advantage – no matter what type of game they’re in. By tapping into the combined ecosystem of analytics, mobile and social technologies, you can generate new insight that helps you turn your business, campaign or event into a straight-sets winner.