SBD/March 20, 2013/Franchises

Indians Using Marketing-Mix Modeling This Year To Assist With Promotional Decisions

Indians fans can expect "an injection of new blood this season" from RF Nick Swisher, CF Michael Bourn and manager Terry Francona, but one thing they "can't expect: lots of bobblehead giveaways," according to Kate Kaye of AD AGE. The team in the past has "planned five to seven promotions featuring bobbleheads." But Indians VP/Marketing & Brand Management Alex King said that the '13 season "will bring just two." He said that the decision was driven by "marketing-mix modeling, a data-centric marketing approach that's still novel in the sports world." King: "What we found is, it's most incremental for us to have more giveaway nights and fewer giveaways per night." The Indians began "working with marketing-mix-modeling firm ThinkVine before last season." ThinkVine "mimics a market rather than employing actual consumer data." The company "built a marketplace of 5,000 simulated consumers living in the greater Cleveland area, some die-hards, [and] other infrequent visitors to Progressive Field." The team compiled "marketing and promotional information from the previous five years -- things like PR impressions, TV and radio ad buys, digital spending, promotion dates, and how all those efforts translated into daily sales for each game day" (AD AGE, 3/18 issue).
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