CASE STUDY PROFILE The University of Washington athletic department led by Rob Kristiniak, Associate Athletic Director of Ticket Sales and Operations, employs a small sales team through Pac 12 Sales that’s tasked with selling game tickets, primarily for the big revenue sports – football and men’s basketball. Historically, the team looked at sales data from the preceding years, with an emphasis on buyers from the most recent season, to prioritize its sales efforts. UW Scores Quick Wins with SSB Propensity Scores The process to understand their data was time consuming and inefficient. Grinding through huge lists of single game ticket buyers was like looking for a needle in a haystack. Sales associates often relied on their gut instinct, when they would have preferred to use d

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