Patriots-owned Kraft Analytics Group "tracks and quantifies all sorts of fan behavior, from Pro Shop purchases to when fans buy game tickets," which helps the team "make better decisions about things such as ticket prices, game-day staffing and stadium improvements," according to Shira Springer of Boston-based WBUR-FM. The team also "uses the data to forecast when fans will pull into stadium parking lots and how many ticket-holders will actually show up for each game." Patriots President Jonathan Kraft said that it is "valuable to know" which season-ticket holders do not show up for which games. Kraft: "If somebody misses a game, they get a communication from us and we start to aggregate the reasons why people miss one, two, three games. At the end of the year, I can know everything that took place with our ticket-holders during that season. It’s incredibly valuable to adjust your strategy going forward." Springer noted one "big goal" of the Patriots is fan loyalty. Kraft said he knows when the Tom Brady-Bill Belichick era ends, "we’ll have built up a strong enough relationship on points that go beyond just the wins and losses to keep the people engaged." KAGR CEO Jessica Gelman said, "The Holy Grail is you want to know every person that’s been in your building, you want to know every person who’s come to your website, and you want to have them as people that you can communicate with on a daily basis." Kraft added, "Ultimately, people have chosen to engage with us because there’s something about our organization and our business that they like. Some people might think it's Big Brother-ish, but I think in reality it’s really just allowing us to serve our fans, the people that love our team, in a way that they want to be served" ("Morning Edition," WBUR-FM, 12/22).
