Data collection is an imperfect science, especially when the franchise doesn't know what its actually looking for within the information it collects. Repucom's VP Scott Horowitz discusses some of the issues with data and discovering insights within them, breaking apart those silly industry buzzwords to describe analytics, and instead examining exactly what is important when it comes to revenue generation. Horowitz shares his views on why different market segments are important to a sports franchise, even if the standard fan doesn't recognize them, and how each system moves forward to building revenue for the franchise as a whole.
