April 2022
601 Analytics // Miami HEAT
2022 NBA Team of the Year Award
As an official partner of the Miami HEAT, their wins are our wins – and this was a big one!
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Background:
Every season, the National Basketball Association (NBA) recognizes the team that has “demonstrated excellence in business performance” across a range of quantitative and qualitative categories, including: Ticket Sales and Service, Partnership Sales and Activation, Marketing and Digital, and Strategy & Analytics. In other words, it’s a big deal!
Our Role:
Our work wasn’t originally intended to help the HEAT win an award—but it was a very awesome side effect.
In fact, it all started with a bigger mission to empower key HEAT stakeholders with the tools, data and actionable insights to make real-time, better-informed decisions across a variety of areas, including:
Ticketing – leveraged automated data capture and analysis to identify and route new ticket purchasers to CRM for engagement.
Renewals – created in-depth Season Ticket Member profiles to provide representatives with detailed and actionable engagement opportunities.
Digital Marketing – built custom applications, dashboards and reports to help social/digital teams craft content dissemination and monetization strategies.
Social Responsibility – refined and managed a post-workshop survey while building a system for real-time data collection for Dedication To Community (D2C) – a national non-profit focused on improving relations between law enforcement and the communities served – to help improve participant experience and secure funding. This alliance was initiated by the HEAT, in partnership with the Miami Police Department.
The Results:
Increased Season
Ticket Sales
Amassed 13,739 FSEs totaling nearly $53M—an increase of 201 FSEs worth over $3.8M in revenue compared to 2019-20.
2021-22 Season Ticket
Renewal Retention
Renewed 98% of seats (#1 in the NBA) and 103% of revenue (#2 in the NBA). The HEAT was also one of just two teams to emerge from the COVID-19 pandemic with a Season Ticket renewal percentage above 90%*.
Digital Revenue Growth
Digital revenue grew to $8M—a 100% increase compared to the year prior.
Social Media
Reached even more users across the three major social media platforms:
Instagram: +110% Total Impressions +124% Total Engagements
Twitter: +147% Total Impressions +90% Total Engagements
Facebook: +525% Total Impressions +434% Total Engagements
