Data Analytics Scores Marketing Wins for the Texas Rangers

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When it comes to convincing your boss of the value of a data dashboard, nothing works better than when you can save money as a result of a trend that you visualized. This is what Sarah Stone, one of the data-driven marketing staff, did for the Texas Rangers baseball team; her dashboard saved about $45,000 in annual costs.

The Rangers are big fans of data dashboards, and they should be: dashboards can spot trends, help communicate a particular business situation, such as team financial status, attendance and sales figures to management, or call out trouble spots while something can still be done about it.

Stone, who is the marketing and advertising manager for the Rangers and also a big data junkie, gave a talk at the annual Tableau Software user conference held in September; I also met with her separately to get more information about her situation. Here’s her data story:

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