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February 2017, Vol. 5, No. 1

Charlotte Hornets use Phizzle built on HANA to analyze fan behavior

The Charlotte Hornets of the NBA have millions of fans who know a lot about the team, but the team didn't know much about its fans. To be more precise, the Hornets had a lot of data about its fans, but it was all disjointed and lacked cohesion. To remedy that, Chris Zeppenfeld, the Hornets' self-proclaimed "customer relationship management (CRM) and analytics czar," implemented Phizzle FanTracker, a platform built on the SAP HANA database that combined millions of fan records to make one profile for each fan. The benefit of having an accurate and up-to-date profile of every fan is that the team can build a better relationship with its fans, which can lead to a better fan experience and more revenue for the team as improved marketing efforts lead to more sales. Swamped by data The problem was not that the Hornets lacked data. In fact, they were drowning in it, thanks to the many ways modern fans can interact with a team -- buying tickets over the internet, purchasing team gear in-store and online, eating and drinking at games, ...

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