Do the Jerseys Matters? | How the NBA is Using Domo to Estimate Viewership
Customer Company Size
Mid-size Company
Region
- America
- Asia
Country
- United States
- China
Product
- Domo Data Science
Tech Stack
- Data Science
- Data Analytics
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Productivity Improvements
- Digital Expertise
Technology Category
- Analytics & Modeling - Big Data Analytics
Applicable Industries
- Professional Service
Applicable Functions
- Sales & Marketing
- Business Operation
Use Cases
- Real-Time Location System (RTLS)
- Predictive Quality Analytics
Services
- Data Science Services
About The Customer
The National Basketball Association (NBA) is a professional sports league in North America composed of 30 teams. It is one of the major professional sports leagues in the United States and Canada and is recognized by the International Basketball Federation (FIBA) as the governing body for professional basketball worldwide. The NBA is an active participant in the sports broadcasting market, with television revenues alone producing over $2 billion dollars annually. The organization's success requires accurately estimating the viewership for every single game, using that information to make key decisions, including which games are broadcast on which networks and which games receive advanced promotion.
The Challenge
The NBA, a global media company, needed to accurately estimate the viewership for every single game to make key decisions, including which games are broadcast on which networks and which games receive advanced promotion. The manual process of comparing historical data from Nielsen’s TV ratings was labor-intensive and not as accurate as needed. The NBA needed more data, and more speed and agility to put it together, so they could gain insights that would help the NBA succeed in an increasingly competitive media landscape.
The Solution
The NBA partnered with Domo to turn their estimated viewership processes from a manual computation to an automated pipeline that can produce instantaneous assessments of estimated viewers with a much wider set of variables. With Domo, the NBA was able to dive into a huge variety of datasets and found that the network an NBA game is shown on is an essential variable for estimating viewership. Additionally, which players are on the court is a key predictor. The NBA also worked with Domo to develop an organization-wide digital literacy that has improved decision making at all levels.
Operational Impact
Quantitative Benefit
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