Title

AWS re:Invent 2023 - How the NY Giants use Teradata to personalize fan experiences (AIM106)

Summary

Hillary Ashton, Chief Product Officer at Teradata, and Russell Scobetti, VP of Strategy and Business Intelligence for the New York Giants, presented on personalizing customer experiences using data analytics.
The Giants faced challenges with data complexity and growth, requiring hyper-personalization and understanding of customer journeys.
The Giants' strategy evolved from product-focused to journey-oriented, aiming for an individualized customer experience.
Russ built the Giants' business data and analytics strategy, integrating various technologies like AWS Redshift, Tableau, and Teradata.
The Giants aimed to modernize the business, becoming digital-first and data-driven, focusing on customer-centricity.
Russ detailed the Giants' "giant journey" through three phases: operational platforms, internal infrastructure, and advanced analytics.
The Giants use clustering to segment fans and personalize experiences, focusing on fan engagement, partner value, and revenue forecasting.
Teradata Vantage Cloud Lake was highlighted for its analytic capabilities, scalability, and integration with AWS services.
Russ shared specific analytics projects, including clustering, fan journey analysis, and demand curves for ticket pricing.
The Giants' approach to analytics is fan-centric, aiming to understand and engage with fans better and personalize their experiences.

The Giants' use of advanced analytics and data integration is a testament to the importance of understanding customer behavior in depth to tailor experiences and drive engagement.
The transition from a product-centric to a customer journey-centric approach reflects a broader trend in marketing and customer relationship management.
The Giants' phased approach to building their analytics capabilities underscores the importance of laying a solid foundation before moving into more complex analytics.
The collaboration between the Giants and Teradata demonstrates the value of partnerships in achieving technological advancements, especially when internal resources are limited.
The Giants' analytics projects reveal the complexity of fan behavior and the need for sophisticated models to predict and influence purchasing decisions.
The integration of Teradata Vantage with AWS services highlights the trend towards cloud-native architectures and the benefits of leveraging cloud scalability and flexibility.
The Giants' focus on fan engagement as the primary driver for all other business outcomes emphasizes the shift towards customer-centric business strategies in the sports industry and beyond.
The presentation illustrates how sports teams are increasingly adopting data-driven strategies similar to those used in other industries, such as retail and entertainment, to enhance customer experiences and operational efficiency.