The NBA's New Customer Data Team Wants More Global Fans
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Hoops fans want custom interactions with their teams as well as the National Basketball Association itself. Making that happen requires data and analytics resources some say the league had been lacking before the NBA launched its Customer Data Strategy group about a year ago.
The group offers “an opportunity for us to leverage both the league’s and our capabilities with respect to data and analytics,” said Kevin O’Toole, VP of the business intelligence group with the 2016 champion Cleveland Cavaliers, adding, “They’re still trying to figure out where they’re headed.”
The Customer Data Strategy group, which supports NBA merchandising, global partnerships and content operations, takes a cue from the NBA’s Team Marketing and Business Operations division, referred to as TMBO or Teambo. For years, the in-house consultancy has guided best practices for business and marketing at the team franchise level.
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