Consistent across time, sports organizations strive for success and to be the best. However, winning on the field is not sufficient to succeed as an organization as sports entertainment evolves.

2. Using machine learning to evolve
sports entertainment
David Cunningham, CEO, Insipher
Young Bang, Chief Growth Officer, Atlas Research

3. Agenda
Young Bang
Our approach to sports analytics
David Cunningham
Our implementation

4. About us
4
David Cunningham has more than 20 years of Information Technology
experience supporting advanced technology programs and major
transformational programs within the Department of Defense, Intelligence
Community, Civilian Agencies, and Commercial clients. He is consistently at
the forefront of technology evolutions to drive customer success and meet
critical missions and business objectives. From architecting complex
geographically dispersed systems to evolving and strategizing the transition
into data-driven organizations, David has provided exceptional support to
meet his clients’ demands for industry-leading cloud and data solutions.
DAVID CUNNINGHAM
CEO, Insipher
As the Chief Growth Officer at Atlas Research, Mr. Bang uses his broad
knowledge of the Federal market (Health, Defense, Intelligence, and Civil) to
guide the firm’s growth in existing, adjacent, and new markets. He is a
recognized expert and speaker in health IT, artificial intelligence, data
science and big data, DevSecOps, orchestration, containerization, systems
engineering, the software development lifecycle, cloud computing, product
development, portfolio management, biometrics, acquisition process,
telecommunications, logistics, supply and maintenance, and manufacturing.
YOUNG BANG
Chief Growth Officer, Atlas Research

5. Integrated Sports Analytics
Fan
Engagement
Sponsorship
Game and
Player Analysis
Business
Operations
In today’s environment, all aspects of a sports organization are highly
connected and dependent on each other to drive success on and off the field

6. Fan engagement
▪ By integrating multiple data
sources, organizations can build
an enhanced fan profile that
highlights
▪ Who they are,
▪ Where they come from,
▪ What they bought,
▪ And their interests
▪ Leading to increased fan base and
higher stadium attendance
Analytic Opportunities
▪ Live engagement - earning rewards for concessions /
merchandise
▪ Request songs for in-game playlist and be recognized
▪ Track history of attendance- longest consecutive
streak / awards / discounts
▪ Enhanced targeting of fans that attend and those who
do not
▪ Alumni nights through fan profiling - if certain alumni
are coming, drive higher participation through alumni
nights

7. Sponsorship
▪ By using an enhanced fan profile,
organizations can maximize their
sponsorship opportunities
through
▪ Targeted marketing,
▪ Cross-promotions,
▪ And in-stadium advertising
▪ Leading to increased customer
reach and sales opportunities
Analytic Opportunities
▪ Profile ticket purchases to determine a “relationship”
that would drive sponsor in game engagement
▪ Post-game outreach based on attendance and
concessions
▪ Targeted advertising based on profiles – “target east
side differently than west side based on attendance”
▪ Track activation with non-sports related events - how
many fans are also going to the concert at the
stadium?

8. Game and player analysis
▪ By capturing and analyzing game
footage, player metrics, and
conducting skill assessments
organizations gain a competitive
edge
▪ Leading to success on the field
Analytic Opportunities
▪ Engage fans with the players - beat your favorite
player’s training data for this day and receive a
discount
▪ Pre, during, and post-game analysis using image
recognition and video analysis
▪ Identify “tendencies” of players to find opportunities
to exploit a potential weakness
▪ Use biometrics integrated with game analysis to
identify if a player show tendencies as the game goes
on and their fitness level decreases

9. Business operations
▪ By integrating business systems
(e.g. financial, ticketing, CRM, etc)
organizations can
▪ Immediately identify how one
part of the organization impacts
the other
▪ Leading to increased revenue and
overall success
Analytic Opportunities
▪ Most teams share stadiums with other teams, drive
data integration across teams to increase overall
picture of a stadium’s activity
▪ Integrate concession revenue, with merchandise, with
fan attendance, with in-game statistics to identify
opportunities to increase revenue
▪ Integrate ticketing with sponsors with revenue to
determine return-on-investment

10. Insipher is a modern, open insights platform
© 2 0 2 0 D A T A F A C T O R Y . A L L R I G H T S R E S E R V E D .
10
O N P R E M I S E / C L O U D / H Y B R I D / E D G E
Data Sources
support both
developers and analysts
Data
Model
Pipeline
Insights
Decisions
Rapidly prepare datasets with
simplified data engineering for full
exploration.
Build scalable machine learning
models without worrying about
security or infrastructure
Build powerful data science pipelines
with no programming experience
required
Run reporting from your latest data
sources and visualize it for a single
source of truth
Simple, transparent, & flexible infrastructure

11. With an integrated approach to secure operations

12. Examples to date
▪ Leveraging Spark and
Insipher, we have conducted
analysis within minutes to
▪ Identify sentiment analysis on social
media before, during, and after the game
to address fan feedback and potential
concerns
▪ Run geographic analysis against ticketing
to determine reach in and around a
stadium and more importantly “where is
the message not going”
▪ Map 2 – 3 degrees of connectivity
between fans and companies to identify
potential sponsor targets or campaigns

13. Thank you!
david.cunningham@insipher.com
ybang@atlasresearch.us

14. Feedback
Your feedback is important to us.
Don’t forget to rate and
review the sessions.