Every company or organization wants (or should want) to present a value proposition that sets them apart from their competition. In sports that value proposition is the product on the field, rink or court.

The general manager and scouting staffs sift through data on players, review past performance (behavior), predict future behavior, and approach their target audience (college players entering the draft and free agents) who they believe will set them apart from the rest of the teams in the league. Coaches then execute the plan and measure the results determining success or failure.

Front offices are now doing the same thing to set their organizations apart from others as well. Through the use of mobile platforms, CRM, marketing automation and investments in technology, the business development arms of pro teams are working hard to increase performance to the top and bottom lines.

Of course we’re speaking of the piles of data that can be gathered on fans, their behavior, and what that behavior means in identifying new revenue streams to the team. But the fans win too if the team can gain deeper analytical insight to fans in order to enhance their in-game experience, market to them in a meaningful way, and keep all messaging in the context of actual past behavior.

Collecting data is becoming easier and technological advances will make it more so. But it is the application of that data, the actual segmenting and analytics of that data to a practical and executable plan that will determine success in the value proposition to the fans.