For the 4th consecutive year, Turnkey Intelligence has executed our “Sports Data Systems Study”. The online study was created to assess attitudes and usage of technology pertaining to CRM systems, ticketing systems, dynamic pricing, data enhancement, market research and social media in sports and entertainment.

A summary of our findings from 2013, authored by Turnkey’s Marissa Razzante, can be found below. You may also download the summary, and/or a graphic representation of the study’s key results. If you have any further questions on the data, methodology or study itself, please contact Turnkey’s Emily Huddell at 856.685.1450.

Thank you for your interest in our report!


2013 Turnkey Sports Data Systems Study Results

Overview: Turnkey Intelligence’s annual Sports Data Systems Survey serves to assess attitudes and usage of technology pertaining to CRM systems, ticketing systems, dynamic pricing, data enhancement, market research, and social media in sports and entertainment. Respondents answer questions about various functions and technology contingent on their job role. This was the fourth consecutive year Turnkey has launched such a study.

Methodology: Turnkey Intelligence’s annual Sports Data Systems Survey went into field on January 6, 2014, and was sent to various respondents across the sports and live entertainment industry. A total of 280 respondents completed the survey. All of the “Big 5″ leagues were well-represented in the final response set, along with collegiate athletics and performing arts.

  • Collegiate athletics accounted for 28% of responses, followed by performing arts with 23%. Half the responses came from employees from the five major leagues (MLB – 9%, MLS – 5%, NBA – 12%, NFL – 13%, NHL – 12%), while the remaining responses, 14%, were from employees who worked for organizations such as motorsports, minor leagues, or family shows and concerts.*
  • The majority of respondents were involved in ticketing (76%) and/or CRM/database management (49%). The remaining responses came from those whose job responsibilities included market research (29%), social media (27%), sponsorship (21%),and/or fund raising (16%).*

*Respondents were permitted to select more than one response; percentages above when totaled exceed 100%.

Key Findings:

Integration between systems is key.

  • Only 42% of respondents are satisfied with their CRM system’s ability to integrate with other platforms; only 35% are satisfied with the same function in their ticketing system. It is important for organizations to be able to utilize all of the data they have at hand (ideally in a single location). To do this, systems need to be able to work together.

Social media usage continues to grow.

  • More social media platforms were utilized in 2013, including newer sites such as Vine. In addition, posting to Twitter and Facebook increased. Because of this increased usage, organizations have started to employ tools to help manage their social media such as Hootsuite and Tweetdeck.

CRM Evaluation: CRM has become even more important, with organizations having increased CRM-related spend and the number of dedicated staff to CRM compared to 2012. However, opportunities for improvement exist as 75% of respondents found CRM to be an ‘extremely or very valuable tool’ but only 61% reported being satisfied with the system they use. The ability to integrate CRM with other systems and reporting functionality are areas that received the lowest satisfaction scores. Organizations reported being most pleased with their CRM systems’ administrative (vs. sales) ease of use.

CRM Vendor Evaluation: KORE Interactive remained the most popular CRM VAR. Satisfaction with CRM
VARs remained high, with 74% being satisfied.

Ticketing Evaluation: Ticketmaster remained the most used ticketing system and was perceived as the industry leader and preferred partner. Respondents’ satisfaction with their ticketing systems, and their desire to switch systems, stayed constant from 2012. It is becoming increasingly important for systems to have digital ticketing and paperless ticketing functions – these are two of the most important features respondents would like to have in a ticketing system. Similar to CRM systems, administrative ease of use as well as customer service earned high satisfaction marks, while the ability to integrate with other systems needed improvement.

Dynamic Pricing: Organizations continued to use internal systems for dynamic pricing. Of the organizations that employ dynamic pricing, half reported increased sales volume while 85% reported increased sales revenue.

Data Enhancement: Spending on data enhancement, such as list purchases and data cleaning, appears to have decreased since 2012. While only 4% budgeted $0 on consumer/business lists purchases in 2012, 21% budgeted $0 in 2013. This may be due to only 24% of respondents being satisfied with their past business list purchases.

Market Research: Scarborough and Turnkey Intelligence were again the most used research suppliers, although 38% of respondents reported handling the majority of their research in house, up slightly from 2012. Research done is primarily used by the marketing and ticketing departments. Budgets for research vary – 28% budgeted less than $15,000 a year while 10% budgeted over $75,000 a year.

Social Media: Social media usage increased from 2012 with Twitter and Facebook still serving as the most used sites – over 60% posted to these sites 2 or more times a day. Half of respondents reported a moderate to high ROI to their social media efforts.