WELCOME TO

SEATTLE MARINERS

Duration | January 2022 - June 2022

Role | Project Manager & Business Intelligence Engineer

Project Type | INFO Capstone 2022

0.0 | the team and the tools! :)

Tools Utilized

Microsoft SQL Server Management Studio
PowerBI
Python | Jupiter Notebook

TEAM

Timothy Joo
Daniel Shim
Louis Ta
Kelly Ho

1.0 | who / what are the Seattle Mariners?

The Seattle Mariners are a professional baseball team in the Major League Baseball's American League (AL) West division that’s based in Seattle, Washington.

Founded in 1977, the Mariners have been a part of the MLB landscape for decades.

They play their home games at T-Mobile Park, a picturesque stadium located in the heart of Seattle. The team is known for its passionate fan base and has had its share of memorable moments and players throughout its history, despite not yet winning a World Series championship.

The Mariners continue to strive for success in the highly competitive world of professional baseball.

2.0 | what’s the problem?

2.2 | problem statement

How might stadium operations achieve a better fan experience within the stadium so that they can improve on net promoter score (NPS)?

2.1 | background

fans spend over $50 billion dollars annually as a result of being engaged with stadiums
the largest problem for stadium operations is that there is potential to make more data-driven decisions in regards to net promoter score (NPS).

3.0 | key research insights

3.2 | Factors outside stadium control

game outcome
weather

3.1 | Factors within stadium control

covid safety
wait times

3.3 | Increase the use of technology

3.4 | More and more services are being added to stadiums

3.5 | Data-driven decisions produce better results

3.6 | Persona

Haley Durmer

*Director of Strategic Sales & Marketing at Seattle Mariners*
**Job Function:** Strategizes plans to meet executive sales and marketing goals
**North Star metrics:** Number of stadium tickets sold and customer retention rate.
**Goal:** come up with strategies to maintain and improve NPS score within the Seattle Mariners Stadium (T-Mobile Park)
**To do this she needs:**
a dashboard with a breakdown of factors affecting NPS and a comparison of metrics over time and by game series

4.0 | The Product

4.1 | a PowerBI dashboard that shows features that more correlate with NPS

4.2 | feature #1: Average NPS Trend

4.3 | feature #2: NPS by Factor

4.4 | feature #3: NPS by Word

5.0 | User Validation

Questions We Asked

is this helpful for the business? why or why not?
what are some things you liked?
what are some things we can add/improve to better derive NPS insights?

Validated by 5 Seattle Mariners corporate workers whose roles were:

Business Analyst
Director of Strategic Sales & Marketing
Director of Ballpark Operations
Senior Vice President of Sales
Vice President of Fan Experience

what we learned

Add more granularity by drilling down to homestand and series-level
Provide more in-depth analysis other than summarizing data

6.0 | High-Fidelity Prototype

7.0 | Ethical Considerations

Mitigations

Remove demographic information such as gender, age, ethnicity, etc.
Our north star metric will always be NPS, not revenue.

Threats

Data may inadvertently discriminate
Analytics may be too focused on revenue rather than improving stadium experience.

8.0 | Next steps beyond capstone

Hand off to Seattle Mariners
This product will hopefully secure funding for a dedicated data scientist on the team
Higher NPS and % of retained initiatives overtime.