How the NY Giants use Teradata to personalize fan experiences
summary
New York Giants combine Salesforce, Ticketmaster, Fanatics, Adobe, Redshift, S3 and Teradata Vantage Cloud Lake (ClearScape Analytics) plus Python and Tableau to unify fan identity, run K‑Means clustering and push real‑time models into email/SMS and pricing systems. Season‑ticket clusters named premium experience, traditional diehards and on the rise guide messaging; non‑ticket clusters identify digital first and big shoppers. Team finds over 8,000 combinations of single‑season purchase/attendance patterns, builds demand curves for dynamic pricing and aims to convert mid‑engagement fans into higher‑value buyers.
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chapters (7)
- 0:00Introduction and CX challenges
- 2:46The Giants' digital evolution
- 8:24Strategic analytics phases
- 11:55Data architecture and Teradata
- 16:28Clustering fan behavior
- 24:30Fan journey and demand curves
- 31:13Future growth and conclusion
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