Unlocking insight to create the ultimate fan experience In an effort to elevate the game-day experience, the Pittsburgh Pirates had traditionally been relying on a “try it and see” approach to improving the fan experience. Seeing the value in a repeatable customer engagement model they could use to test new initiatives and make improvements before implementation, they worked with their partner, Schmidt Market Research, to launch the Pirates Fan Council. They used advanced analytics to segment the Pirates’ fan base based on their motivations to attend a game and uncovered fast, actionable insights to drive attendance and offer a tailored and improved fan experience. Using detailed fan segmentation and preference data sourced with explicit fan consent, the Pittsburgh Pirates effectiv

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