NBA’s Orlando Magic Bring SAS Analytics Center Court 
For the NBA’s Orlando Magic, BI will soon mean ‘basketball intelligence’ as it will use predictive modeling, segmentation and real-time decision making from SAS Analytics to give fans more value for their entertainment dollar. The deal brings BI to ‘center court’ at the Magic’s brand new home arena, the Amway Center.
For the NBA’s Orlando Magic, BI will soon mean ‘basketball intelligence’ as it will use predictive modeling, segmentation and real-time decision making from SAS Analytics to give fans more value for their entertainment dollar. The deal brings BI to ‘center court’ at the Magic’s brand new home arena, the Amway Center.
SAS for Sports will help the Magic continue innovating in order to offer fans exciting experiences that go beyond the actual basketball games, according to team president Alex Martins. “We’re taking the Orlando Magic fan experience to a whole new level,” Martins said in a statement.
SAS will give the team a single view of its customers, said Anthony Perez, the Magic’s Assistant Director of Business Strategy, “allowing us to understand the similarities and differences in our fans so we can leverage that knowledge to improve their experiences with the Orlando Magic.”
How SAS’ BI Provides Orlando
Real-Time ‘Basketball Intelligence’
SAS Analytics will allow the Magic team to gather analytics across a number of topics, and will use those BI results to focus the technology of the team’s home area, the Amway Center, to offer “compelling amenities” for every type of fan, Perez added.
Among SAS for Sports’ capabilities to deliver ‘basketball intelligence’ are:
- SAS Marketing Automation, a solution for planning, testing and executing marketing campaigns
- SAS Enterprise BI Server, to integrate SAS Analytics and SAS Data Integration data gathering and data display capabilities. This includes role-based, self-service interfaces for all types of trained and untrained users.
- Portal capabilities, with customizable dashboards and advanced reporting.
“We’ll have fully automated reports with dynamic data feeds providing near real-time results accessible by our leadership any time of the day.”
Anthony Perez
Asst. Dir. of Business Strategy
Orlando Magic
These tools will let Magic execs create a ‘heat map’ for the Amway Arena that tracks ticket and suite sales in real-time. And they can use SAS’ solutions to drill down into the details when sales are above or below expectations so they can make on-the-spot adjustments, officials said. “We’re also becoming much more efficient,” Perez added. “Now, we’ll have fully automated reports with dynamic data feeds providing near real-time results accessible by our leadership any time of the day.”
To speed implementation, Destiny Corp. created the SAS data warehouse, which will access, consolidate and organize diverse data sources so business users can focus on driving value for the business.
