Turnkey Intelligence’s Research Network is a revolutionary new system that enables sports and entertainment operators to benchmark and compare key performance indicators (KPIs) against peer group averages.
Unveiled in beta less than a year ago as part of a college football research project involving more than 65 FBS schools, the Network was officially launched in May 2014 with a Ticket Buyer Experience Study. More than 80 professional sports properties have already signed up to participate in the study, including teams from Major League Soccer (MLS), 26 Major League Baseball (MLB) clubs, and more than 40 Minor League Baseball (MiLB) clubs. These additions bring the total number of properties on the Network to 150.
“Its ability to display comparative data in an easy-to-digest format makes the Network unique in the sports and entertainment space,” said Jaclyn Cranston, Turnkey’s Research Network Director. “Currently, Network study participants have the ability to log in to a secure online dashboard and view their property’s data side by side with custom-selected peer group averages. This gives context to the statistics, enabling participating properties to understand how their data stacks up to their competitors’.”
Ultimately, said Cranston, users will also be able to view DMA averages across multiple sports and activities – performing arts events, etc. – adding another valuable frame of reference.
“Turnkey’s Research Network is the future of research in sports and entertainment,” said Tim Zue, Vice President of Business Development at the Boston Red Sox. “We at the Red Sox have been doing our own research for years, but gaining the ability to view our data in the context of a wider universe will enable us to take our analytics to the next level.”
MLB’s Network project, adopted by 26 of the league’s 30 clubs, launched in May via the deployment of online surveys to a segment of each participating club’s buyer base. As data is accumulated, each club will be given a secure login to an online portal, though which they can view actionable, executive-level dashboards of their data beside peer group and MLB averages. The process will be repeated in July.
For Minor League Baseball, participation in the Network is providing many teams with fan and business insights that they have been unable to capture in the past. “In Minor League Baseball, research and analytics efforts are beginning to play a more prominent role in all aspects of business operations,” said Michael Hand, Chief Marketing Officer and President of MiLB Enterprises. “The simplicity of executing this project, combined with the value of the resulting data and the affordable price point offered by Turnkey made it a very appealing proposition to our clubs.”
Grant Cardillo, MLS’ Director of Research, is also enthusiastic about his league’s participation in the project. “We’ve always emphasized the importance of including comparative data and benchmarks into our analysis,” said Cardillo. “Turnkey’s Network will help facilitate that process by providing instant and easily digestible results for our Clubs.”
Moving forward, Turnkey plans to launch the FBS/NCAA Football Ticket Buyer Network study for a second consecutive year following a presentation of last year’s results at next week’s NACDA conference. Given the success of the first iteration of the project last fall, Turnkey expects increased participation in this year’s project from schools eager to improve their in-stadium presentations. Said Bob Bowlsby, Commissioner of the Big 12, “Turnkey’s research can help us all deliver a better customer experience.”
Turnkey is also planning Network projects in other leagues and industries, including the NHL, AHL and performing arts. Those projects may feature new Network study topics including brand health, employee satisfaction, and food and beverage satisfaction. Taken together, these projects will allow organizations to holistically monitor their organizational health simply and effectively.
For more information on the Network, please visit http://intel.turnkeyse.com/research-network/.
ABOUT TURNKEY SPORTS & ENTERTAINMENT
Turnkey Sports & Entertainment is the holding company that owns and operates Turnkey Search, the industry’s leading executive search firm, and also Turnkey Intelligence, the industry’s leading consumer intelligence firm. For more information about Turnkey Sports & Entertainment, visit www.TurnkeySE.com.
Turnkey Intelligence is the sports and entertainment industry’s leader in custom consumer research (Surveyor) and lead scoring and data enhancement (Prospector). Over 100 clients utilize Turnkey’s software and services to make better-informed business decisions involving ticketing, sponsorship, marketing and sales. For more information about Turnkey Intelligence, visit www.Intel.TurnkeySE.com.
Turnkey Search helps properties and sponsors identify, recruit and hire the very best management talent. Every year, 65-75 clients utilize Turnkey to execute and fill senior-level searches with qualified, experienced candidates. For more information about Turnkey Search, visit www.Recruiting.TurnkeySE.com.
For more information, contact:
VP Marketing & Communications, Turnkey Sports & Entertainment