In the business and sports world, data and analytics have become essential to the success of a company. Finding out every detail about the organization's consumers has proven to be important, with the most successful organizations tracking data on everything no matter how insignificant the fan may think it is i.e. Golden State Warriors decibel readings through the game (Spangenberg,2019, para.25). This is why CRM (customer relationship management) systems are essential to the sustainment and growth of a sports organization to find out what people want to entice them to go to a game and interact with the team more. The data found in CRM systems help make key business decisions for companies according to Jessica Gelman  (CEO of Kraft Analytics Group) giving information on “who shows up and what their experience entails”(Spangenberg,2019, para 16). Knowing what people's experiences are with an organization so they provide the right services to the right people to develop “precision marketing” tactics. In precision marketing organizations “offers customized benefits targeted to specific individuals based upon personal characteristics collected through the organization’s customer database” ( Wakefield, 2019 chapter three para.7). Given all this information an organization can take the given characteristics about a person and develop a marketing plan tailed to them to offer the right incentives to develop/keep them as a fan.
Once plans are made to target customers through the information of the CRM they must use this information to produce predictive data which in sport is “to know which prospects are more likely to buy tickets” (Wakefield, 2019, chapter three, Types of customer information section para. 2). This information has become easier to access with the multiple trackers in phones and software that teams have taken advantage of. “Teams have more detailed information from mobile apps because of their encouragement to use them for most or all of their transactions” (Spangenberg, 2019, para.33). The adoption of mobile apps allows companies to understand when people are going to games, what they are buying at games and what information they look for the team. This allows organizations to not only know the characteristics of a person are but what actions they are actually taking towards the team and from these actions that they took teams can predict what actions they will take next. For example, If customers at Dodgers stadium tend to have a “Dodger Dog” with every game they go to then it is safe to assume that this is a popular food that entices people to go to the game. If that is the case then if promotions for cheaper “ Dodger Dogs”  were to come up then it is safe to assume that there would be an increase in attendance for that game. This is important for organizations to know because this can increase the perception of the game. 
With all this information the team's goal is to convert single ticket buyers to multiple ticket buyers which are segmented into four dimensions “Demographics, Media-related behaviors, Barriers to Attend, and Incentives to Attend” (Wakefield Chapter five para.11). Knowing this information allows teams to develop plans for fans to make sure that they get the right packages for their needs. Overall, data is the driving force behind the success of a team and CRM systems are essential for the maintenance and growth of capitalizing on that data to provide the right services and incentives to the right people to turn them into returning customers. 
References 
Wakefield,K.L.(2019). Team Sport Marketing. Retrieved from


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