Understanding the engagement factor with analytics in sports doesn't just come from getting more customer information, but developing better ways to use it. Jeff Schum has been working on various ways to improve the education and relationship of numbers for the Carolina Hurricanes staff for years, as well as with several other organizations. Schum examines methodology to encapsulate as well as create better lead margins for sports sales staff members, qualifying leads to ensure that every piece of measurement can be taken into account before the first phone call is made. This is crucial in a time when discovering the elusive fan is hard to master. Twitter: @JeffSchum
