How the LA Kings are doing in the NHL standings strongly impacts season ticket holders’ propensity to renew. Real-time models are helping the LA Kings predict churn and improve retention with season ticket holders. With the rise in popularity of the resale market for hockey tickets, the team needs to impress upon buyers the value of their purchase. “We’re almost selling against the secondary market, because there are so many seats available through StubHub or a hundred other resale sites,” says Michael Marsocci , senior manager, data and analytics for the LA Kings. “It can be hard to get [fans] to purchase through us.” There isn’t one exact profile of the team’s 13,000+ season ticket holders, but they tend to be on the more affluent side, and are often empty nesters or don’t have children. With a lean team of six reps, it is impossible for the team to personally connect with each buyer, so it needs to identify the right ones to spend time on and develop service campaigns to serve their needs. Retention modeling helps pick out those people. “We don’t want to waste our time,” says Aaron LeValley , svp business operations and strategy for AEG , the parent company of the Kings. “The dedicated fans will be with you no matter what. People who have been with the team for 40 years are likely to sign on for a 41 st season. It’s the rookie season ticket holders who might be unsure of the investment and more likely to churn. There are others who need more attention on the service side.” Working with SAS , targeted models of who would benefit the most from contact are helping to power the team’s season ticket holder retention strategy. Because the team’s performance has a huge impact on whether people attend games, the Kings start as early as 10 games into the season to create models and identify fans with a propensity to churn. You May Also Enjoy: TD Garden Takeover Shines Light on SunBug Solar Detroit Pistons Helps B2B Brands “Speed Date” InBev’s Nick Kelly Talks Sports, Challenges and Rockin’ Those Big Campaigns “Churn is very dependent on team performance,” says LeValley, noting this has been a challenging season for the LAImage may be NSFW.
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