Download PDF
Do the Jerseys Matters? | How the NBA is Using Domo to Estimate Viewership
Technology Category
- Analytics & Modeling - Big Data Analytics
- Analytics & Modeling - Real Time Analytics
Applicable Industries
- Professional Service
Applicable Functions
- Business Operation
- Sales & Marketing
Use Cases
- Predictive Quality Analytics
- Real-Time Location System (RTLS)
Services
- Data Science Services
The Challenge
The NBA, a global media company, needed to accurately estimate the viewership for every single game to make key decisions, including which games are broadcast on which networks and which games receive advanced promotion. The manual process of comparing historical data from Nielsen’s TV ratings was labor-intensive and not as accurate as needed. The NBA needed more data, and more speed and agility to put it together, so they could gain insights that would help the NBA succeed in an increasingly competitive media landscape.
About The Customer
The National Basketball Association (NBA) is a professional sports league in North America composed of 30 teams. It is one of the major professional sports leagues in the United States and Canada and is recognized by the International Basketball Federation (FIBA) as the governing body for professional basketball worldwide. The NBA is an active participant in the sports broadcasting market, with television revenues alone producing over $2 billion dollars annually. The organization's success requires accurately estimating the viewership for every single game, using that information to make key decisions, including which games are broadcast on which networks and which games receive advanced promotion.
The Solution
The NBA partnered with Domo to turn their estimated viewership processes from a manual computation to an automated pipeline that can produce instantaneous assessments of estimated viewers with a much wider set of variables. With Domo, the NBA was able to dive into a huge variety of datasets and found that the network an NBA game is shown on is an essential variable for estimating viewership. Additionally, which players are on the court is a key predictor. The NBA also worked with Domo to develop an organization-wide digital literacy that has improved decision making at all levels.
Operational Impact
Quantitative Benefit
Related Case Studies.
Case Study
UBM plc: Taking the pulse of the business and engaging employees with a far-reaching strategic transformation
UBM, a leading global events business, was undergoing a significant strategic transformation named 'Events First'. As part of this transformation, the company was preparing to complete the largest acquisition in its history - Advanstar, a US-based events and marketing services business valued at more than USD970m. The company faced the risk of human capital flight if it was unable to effectively engage top talent with the new strategic direction. UBM needed to make significant structural, process and systems changes, uniting its previously autonomous regional businesses. The challenge was to ensure all of its employees were engaged and aligned with the new future vision.
Case Study
Wittmann EDV-Systeme launches IT monitoring services
Small and medium-sized businesses often lack the know-how and resources required for thorough IT system monitoring. Wittmann EDV-Systeme wanted to launch a solution to plug the gap – enabling it to improve its own competitiveness and that of its customers. IT landscapes are becoming ever more complex and outsourcing is gaining popularity, IT systems must nonetheless remain easy-to-use and extremely reliable at all times. Automated, round-the-clock system monitoring therefore represents an immensely valuable proposition for companies: downtime for business-critical applications can be avoided, and IT systems remain available at all times.
Case Study
Uncovering behavioral insight to help reward and retain the best employees
The HR services company, an IBM client, was facing the challenge of understanding the factors underlying personal employment choices. They wanted to offer their clients unprecedented insight into what motivates employees and prospective job candidates. However, their existing systems were not capable of handling the surging data volumes collected from a wide range of different data sources. With the total volume likely to keep on growing, the firm looked for a solution that could meet current needs and scale to meet tomorrow’s demands.
Case Study
Infosys achieves a 5–7 percent effort reduction across projects
Infosys, a global leader in consulting, technology, and outsourcing solutions, was facing significant challenges in application development and maintenance due to its distributed teams, changing business priorities and the need to stay in alignment with customer needs. The company used a mix of open source, home-grown and third-party applications to support application development projects. However, challenges resulting from distributed teams using manual processes increased as the company grew. It became more and more important for Infosys to execute its projects efficiently, so they could improve quality, reduce defects and minimize delays.
Case Study
Flex Contact Center: Supporting rapid business growth with IBM Connections Cloud and IBM Verse
Flex Contact Center, a professional services company offering telesales, call-center, anti-attrition, back-office, helpdesk and collection services, has grown rapidly since its establishment in 2009. With operations in 12 sites across two states and four cities in Brazil, the company employs more than 11,000 people. However, the company realized that to prevent barriers to future expansion, it was essential to make it as easy as possible for its people to work together effectively—even if they were based in separate geographical locations. Traditional approaches to collaboration—based on email and phone calls—threatened to reduce productivity. Flex Contact Center wanted to enable better collaboration and communication across its workforce, but did not want to make large investments in infrastructure.
Case Study
PureFluent: Connecting to partners and customers through the cloud for enhanced productivity
PureFluent, a translation services company, was facing challenges in managing its translation and document review processes. The company often received files in uneditable formats from customers, which required staff members to transfer text to word processing or spreadsheet documents. During the translation process, maintaining version control was a challenge because PureFluent sent work to hundreds of translators in multiple geographic locations. It was also time-consuming for staff to manage the large volume of emails and FTP transactions required to submit translations for customer review and ensure the integration of requested changes. Furthermore, staff were spending significant time hunting through their emails for specific attachments.
