A lesson in Marketing Analytics The magnetism of the Boston Celtics Hult Blog

Let’s start with the facts: there’s no better place on earth for a sports fan than the city of Boston. Forget about London’s soccer or San Francisco’s â€Å"cool teams†Ã¢â‚¬â€Boston’s the real deal. Not only do we host four major league teams—meaning there are live games all year round—but these teams are regarded as the most traditional for their winning history and immensely loyal fan base in each of their respective leagues. Don’t take my word for it—hear LeBron say it: Your browser does not support iframes. One of these teams is NBA’s most feted franchise, the Boston Celtics (17 championships!) Legends have painted their skin with the Celtics’ colors. From Bill Russel to Shaquille O’Neal, the court has shined with their colossal skills. However, the team is currently experiencing a long drought of championships since 2008, contrasting with other Bostonian teams that are enjoying the sweetness of success. The Red Sox won the 2018 World Series and the New England Patriots won Super Bowl LIII, making them the current champions of their respective leagues. So, how have the Celtics managed to stay in the Top 5 NBA teams with the highest attendance at home games? How do they compete with giants for the loyalty of the fans? What makes them so magnetic? Thanks to the efforts of Hult student clubs â€Å"The Business of Sports† and â€Å"Basketball Club,† Hult hosted a conference by Winston Jones, Chief Marketing Analyst for the Boston Celtics on Hults Boston campus. â€Å"Working in sports doesn’t provide a straight path, unlike other industries like finance or consulting†, says Jones, who previously worked in the financial industry at Bain Capital. However, his passion for basketball put him on a path that led to the marketing team of a major NBA team. Winston Jones, Chief Marketing Analyst for the Boston Celtics, talks to students on Hult Boston campus. According to Jones, analytics is the translator that makes data meaningful and actionable. The term didn’t even exist 20 years ago. However, current marketers have to search for insights that the data can give and demystify them with a high powered software, like Python. Once the data is clean, it is easy to create meaningful segmentations to generate optimal pricing strategies. For example, says Jones â€Å"there are tickets that will probably never rise in price because we want to maintain core fans and we want families that have been following the team for many years to keep cheering for their team, and through data analytics we can price accordingly.† It is, however, the process of analyzing the data that is the most crucial and assiduous task of all, and one that can reap the biggest rewards. â€Å"You have to dig deep into the data and try to come up with a meaningful solution to some of the problems and challenges that your company or organization is currently facing,† says Jones. Shresth Sethi, President of the Marketing Club, added that â€Å"data analytics helps to identify full patterns or trends for a consumer by converting data into valuable insights. It has helped marketing to deliver the right messages to the right customers and improve marketing ROI.† For a big NBA club like the Celtics, Jones expected to find a lot of people already using big data tools in order to shape the marketing strategy. It turns out that they didn’t. He had to pioneer it. His first task was to come up with a pricing strategy for a specific segment. â€Å"I didn’t know where to start looking,† Jones recalls, â€Å"so I figured I’d start researching in the secondary market to have an idea of how much volatility I should expect. Then we developed an algorithm to predict an ideal price  so that we could benchmark against the secondary market.† It sounds easy, but it took Jones weeks to come up with this solution. Hult students enjoy meeting Winston Jones from the Boston Celtics office after his talk on campus. The future of marketing resides in the power of analyzing data. There is no doubt about it. Shresth states that â€Å"marketers need to be proactive in identifying patterns and customer needs†¦ Data analysis not only helps to predict trends  but also allows us to give personalized services to clients that end up creating a long-term relationship between them and the company. Determining market shifts before your competitors is crucial if you want to get ahead of the competition. Considering all the information that we have today, and the growing trend of data analytics, it indicates that big data will continue to dominate in the  future in marketing..† It is not only about pricing strategy, but also how people interact with the team in social media. The Celtics’ marketing team has to monitor how users respond to the content that they upload. They have to create specific content for specific targets in specific social networks and then measure the impact of the posts. They also have to monitor how to add value to the fans inside the TD Garden. Allocating the budget to all these efforts is not an easy task, but using data as an ally, Jones has figured out a way to effectively maximize the impact of media content. â€Å"The business of basketball is volatile and the organization has to be flexible enough to adapt to changing circumstances. That is why we are constantly looking for ways to improve and adapt to the changing world of marketing and social media.† Hult students eagerly await the arrival of Winston Jones from the Boston Celtics for his talk on data analytics. When asked about his experience working for an NBA team, Winston answered â€Å"It wasn’t easy to get into this industry. However, I think I wrote one of my best cover letters because I am so passionate about this sport.† He recommends learning a lot of technical skills during business school. But a crucial thing is â€Å"to get your feet wet. If you are interested in working in a specific field, show it. Start working on your own, learning about the industry; the current events and future expectations, so that when you get that interview, you can show that you are ready to add value to the organization.† In the end, Boston Celtics is a team that throughout history has been taking down barriers, from racialêŸ ·Celtics were the first franchise to draft an African-American player, Chuck Cooper in 1950êŸ ·to pre-established rules. And that’s where its magic resides. People are inspired by the courage and leadership that the players show in each and every game they play. That is magnetic. Come and experience it yourself. The TD Garden, home of the Boston Celtics, is just 15 minutes walking distance from campus! Let’s go Celtics! Find out more about Hults future-focused business degrees:  Download a brochure Kickstart your career in this education and innovation hotspot by studying at Hults Boston business school. To find out more, take a look at our blog 6 key lessons from my first 6 months at Hult’s Boston campus. Download a brochure or get in touch today to find out how Hult can help you to learn about the business world, the future, and yourself. Luis Olguin Luis Olguin is currently enrolled in the Hult MBA program in Boston. Upon completion, he will pursue a Dual Degree in Business Analytics in San Francisco. Before coming to Hult, he worked as a Capital Markets and Accounting Advisory Senior Consultant for PwC in his native Mexico. His interests include venture capital, fundamental and technical analysis, corporate finance, portfolio management, and the application of big data to analysis in finance. Related posts Academics Beyond (narrow) business concepts: â€Å"Soft† skills turn out to be critical skills News Building success: Dual Degree students win at USASBE Community How going beyond business at Hult helped me launch my company Admissions Accepted Students Weekend: A weekend to remember Careers Career mapping: How to become an executive in the next 5 years 0 Thought leadership How to prepare for an uncertain future in a world of AI Instagram Hult Rotation offers you a chance to study in a truly global way. Our rotation program allows you to study and be immersed in some of the finest cities in the world. 📠¸: @jasminmanzano . Hult Rotation offers you a chance to study in a truly global way. Our rotation program allows you to study and be immersed in some of the finest cities in the world. 📠¸: @jasminmanzano . Each year, Hult seeks to enroll a talented and ambitious incoming class from all over the world. We look for diverse students with a wide range of experiences, perspectives, and interests—students who will thrive in our unique educational atmosphere. Are you ready for a truly global experience? 📠¸: @iambrunadiniz . Each year, Hult seeks to enroll a talented and ambitious incoming class from all over the world. We look for diverse students with a wide range of experiences, perspectives, and interests—students who will thrive in our unique educational atmosphere. Are you ready for a truly global experience? 📠¸: @iambrunadiniz . We’re excited to start 2020 on a ranking high! Hult is proud to have been placed #28 in Poets Quants 2020 rankings for Best Undergraduate Business Schools in the US. Taking a huge leap of 32 places from our 2019 position, we’re also very happy to have secured top positions in key categories like: life-changing experience, practicality of the degree, and global immersion. . With five global campuses, a student body of over 130 nationalities, and a learn-by-doing approach—Hult offers a student experience like no other. . We’re excited to start 2020 on a ranking high! Hult is proud to have been placed #28 in Poets Quants 2020 rankings for Best Undergraduate Business Schools in the US. Taking a huge leap of 32 places from our 2019 position, we’re also very happy to have secured top positions in key categories like: life-changing experience, practicality of the degree, and global immersion. . With five global campuses, a student body of over 130 nationalities, and a learn-by-doing approach—Hult offers a student experience like no other. . â€Å"I’m from an engineering background and needed a whole new skill set for the industry I wanted to switch to. I learned a lot about myself and how I deal with being out of my comfort zone. I learned both soft and hard skills, from how to work in very diverse teams to key accounting metrics and strategy. I was surprised by how weak I was at certain tasks in English or how strong I actually was in other areas. Hult gave me opportunities to try new things and meet people from places I never thought I would have friends. . My internship experiences gave me the chance to broaden my view of different cultures and different companies. I had the opportunity to work and live with people whose values differed from people in my home country. I thought that this would be difficult, but it gave me the chance to reflect on my own values and assess if they were a result of my home country environment or if they were intrinsically mine. . Diederick ter Kulve (@diederick.terkulve) Netherlands Masters in International Business . â€Å"I’m from an engineering background and needed a whole new skill set for the industry I wanted to switch to. I learned a lot about myself and how I deal with being out of my comfort zone. I learned both soft and hard skills, from how to work in very diverse teams to key accounting metrics and strategy. I was surprised by how weak I was at certain tasks in English or how strong I actually was in other areas. Hult gave me opportunities to try new things and meet people from places I never thought I would have friends. . My internship experiences gave me the chance to broaden my view of different cultures and different companies. I had the opportunity to work and live with people whose values differed from people in my home country. I thought that this would be difficult, but it gave me the chance to reflect on my own values and assess if they were a result of my home country environment or if they were intrinsically mine. . Diederick ter Kulve (@diederick.terkulve) Netherlands Masters in International Business . Say a big hello to our Bachelor of Business Administration program cover star, Elisa Orus Plana âÅ" ¨ . â€Å"I’m excited for the future—especially that I cant predict whats going to happen. Maybe Ill end up in Mexico working for a trading company or maybe in Africa, developing my own business. Everything is possible, and the options are constantly changing. I love the idea that Im never going to be stuck doing the same job until the end of my life if I dont want it to be like this. . Hult really supports me and my ambitions and truly believes that we deserve to be considered as professionals as well as students. Here, I get to express not just my opinions but all elements of myself. From my creative side with the Fashion Society to my finance and business sides in Trading Club and the Management Consulting Club. We get a different type of learning here. Not just essential knowledge and theory, but practical skills and mindset. The school is always evolving. We’re encouraged to innovate and to always look for new ways of doing traditional things. We learn how to be more confident and become aware of how we can impact our environment. The school aims to help you become a better version of yourself and to stand out from the crowd.â€Å" . Elisa Orus Plana French Bachelor of Business Administration Class of 2021 Say a big hello to our Bachelor of Business Administration program cover star, Elisa Orus Plana âÅ" ¨ . â€Å"I’m excited for the future—especially that I cant predict whats going to happen. Maybe Ill end up in Mexico working for a trading company or maybe in Africa, developing my own business. Everything is possible, and the options are constantly changing. I love the idea that Im never going to be stuck doing the same job until the end of my life if I dont want it to be like this. . Hult really supports me and my ambitions and truly believes that we deserve to be considered as professionals as well as students. Here, I get to express not just my opinions but all elements of myself. From my creative side with the Fashion Society to my finance and business sides in Trading Club and the Management Consulting Club. We get a different type of learning here. Not just essential knowledge and theory, but practical skills and mindset. The school is always evolving. We’re encouraged to innovate and to always look for new ways of doing traditional things. We learn how to be more confident and become aware of how we can impact our environment. The school aims to help you become a better version of yourself and to stand out from the crowd.â€Å" . Elisa Orus Plana French Bachelor of Business Administration Class of 2021"> During the final days of 2019, you probably reflected on what you’ve accomplished this year—and even this decade—and what you’d like to achieve in 2020. Let us know in the comments below. During the final days of 2019, you probably reflected on what you’ve accomplished this year—and even this decade—and what you’d like to achieve in 2020. Let us know in the comments below. â€Å"The first time we did group work on the program, I went head-to-head with a colleague. It taught me a lot about how I see people, how people see me, and how conflict can be resolved in a kind and productive way. The best feedback you get, when delivered constructively, is the most critical because it really feeds into how you lead. I’ve completely reversed my leadership style—the result is so much richer and more powerful when you lead from behind and lead with strength. . Studying in tandem with working, whilst challenging, gave me the perfect platform to directly apply learning concepts into my business environment, the competitive landscape, and the real-estate industry as a whole. When I started the program, I was very happy in my corporate role. But my courage and aspirations grew to the point that I took on a whole new direction. Having my career coach, Joanna, as a sounding board allowed me to really be strategic and get to know myself. She coached me thro ugh all the interviews, the research, and the questions. It went in parallel with what I was doing academically and after six months everything just clicked. . I went into the EMBA knowing I had nothing to lose and I’ve come out with everything. Great strength, global friends, amazing learning, mentors from professors, a job I love, and the knowledge that I can set my mind to achieve anything and with the right support and resources I’ll get there.† . Kashani Wijetunga British, New Zealand Sri Lankan Associate Director Senior Strategy Consultant CBRE EMBA Class of 2019 . â€Å"The first time we did group work on the program, I went head-to-head with a colleague. It taught me a lot about how I see people, how people see me, and how conflict can be resolved in a kind and productive way. The best feedback you get, when delivered constructively, is the most critical because it really feeds into how you lead. I’ve completely reversed my leadership style—the result is so much richer and more powerful when you lead from behind and lead with strength. . Studying in tandem with working, whilst challenging, gave me the perfect platform to directly apply learning concepts into my business environment, the competitive landscape, and the real-estate industry as a whole. When I started the program, I was very happy in my corporate role. But my courage and aspirations grew to the point that I took on a whole new direction. Having my career coach, Joanna, as a sounding board allowed me to really be strategic and get to know myself. She coached me thro ugh all the interviews, the research, and the questions. It went in parallel with what I was doing academically and after six months everything just clicked. . I went into the EMBA knowing I had nothing to lose and I’ve come out with everything. Great strength, global friends, amazing learning, mentors from professors, a job I love, and the knowledge that I can set my mind to achieve anything and with the right support and resources I’ll get there.† . Kashani Wijetunga British, New Zealand Sri Lankan Associate Director Senior Strategy Consultant CBRE EMBA Class of 2019 . â€Å"It was now or never. I knew that I’d have likely stayed in my neighborhood for years to come if I didn’t take this opportunity. I’d not lived or studied outside of the U.S. before. So I left my job as a global strategist at an advertising agency and moved halfway around the world. I’ve come back a more culturally aware, well-versed person. I’ve realized that everything is a learning experience and an opportunity for growth. Ill definitely carry this mindset with me into the future. Technology and social media allow us to be different people in several places at once. Im excited to see how I can establish myself in whatever city Ill be lucky enough to call home and still maintain deep connections with people all over the world. I’m inspired by my classmates every day. Hearing some of their life stories and how getting this degree fits into their greater mission has been very humbling. My biggest challenge has been finding the ‘right’ path for me. There have been rooms Ive felt like I shouldnt be in, but now Im proud to feel as though I truly belong, wherever I am.† . Dwayne Logan, Jnr. American MBA Class of 2019 . â€Å"It was now or never. I knew that I’d have likely stayed in my neighborhood for years to come if I didn’t take this opportunity. I’d not lived or studied outside of the U.S. before. So I left my job as a global strategist at an advertising agency and moved halfway around the world. I’ve come back a more culturally aware, well-versed person. I’ve realized that everything is a learning experience and an opportunity for growth. Ill definitely carry this mindset with me into the future. Technology and social media allow us to be different people in several places at once. Im excited to see how I can establish myself in whatever city Ill be lucky enough to call home and still maintain deep connections with people all over the world. I’m inspired by my classmates every day. Hearing some of their life stories and how getting this degree fits into their greater mission has been very humbling. My biggest challenge has been finding the ‘right’ path for me. There have been rooms Ive felt like I shouldnt be in, but now Im proud to feel as though I truly belong, wherever I am.† . Dwayne Logan, Jnr. American MBA Class of 2019 . Happy New Year, Hultians! . Happy New Year, Hultians! .