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!


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:

As the recipients of the 2022 NBA Sales & Marketing ‘Team of the Year’ Award, the Miami HEAT represent the standards of business excellence that all NBA teams strive to achieve and the perseverance that has been necessary to meet the ongoing challenges of the pandemic. Our continued work with 601 Analytics was integral to this achievement and will continue to allow us to raise the standard of data collaboration in sports.

– Amy Brooks, President, Team Marketing & Business Operations and Chief Innovation Officer, NBA

* For the 2020-21 season