Miami HEAT energizes fans with Microsoft Dynamics 365 and Adobe

Summary

The Miami Heat leverages Adobe and Microsoft technologies to enhance fan experiences, selecting Microsoft for its comprehensive enterprise platform. They use Azure Cloud and Power BI for data visualization, scoring leads, and driving sales through Dynamics 365. This data-driven approach has led to a 30% increase in season ticket sales and improved customer understanding, transforming their business operations.

Takeaways

• 🎉 The Miami Heat organization aims to make people happy through memorable experiences at their games and concerts.
• 💼 They chose Microsoft for its enterprise-capable platform that can handle various tasks, including data warehousing and cloud services.
• 🔍 Microsoft Azure Cloud is utilized to collect and enrich data, ensuring seamless and automated data provision to the business.
• 📊 Power BI is used to visualize data that is critical for the organization's operations.
• 🤝 Adobe and Microsoft integrations are already in place, facilitating data movement between platforms.
• 🌐 The Heat has numerous digital properties, and they want to understand user activities across all these platforms.
• 📈 They score every lead using data from various sources like mobile ticketing, Wi-Fi, Adobe Analytics, and campaigns to identify potential season ticket buyers or retail customers.
• 📊 Data is moved into Microsoft Dynamics to help sales representatives track and convert leads into new customers.
• 📈 After implementing the data warehouse and Dynamics 365, there was a 30% increase in season ticket sales year over year with the same team.
• 📊 Power BI makes all information accessible for performance measurement to everyone from ownership to guest services representatives.
• 📊 Understanding the fan is central to providing a great customer experience and is beneficial for the business, leading to data-driven decisions over assumptions.

Q & A

What is the primary goal of the organization mentioned in the script?

The primary goal is to make people happy by providing memorable experiences at games and concerts, which is powered by Adobe and Microsoft technologies.

Why did the organization choose Microsoft as their technology partner?

They chose Microsoft because it offers an enterprise-capable platform that can handle various tasks, including data warehousing, cloud services, and data visualization through Power BI.

How does the integration of Adobe and Microsoft benefit the organization?

The integration allows for seamless data movement between platforms, enhancing the customer journey and providing a backbone for their operations.

What digital properties does the organization manage?

They manage several digital properties including heat.com, aiarena.com, miamiheatstore.com, and the Miami Heat mobile app.

What is the purpose of using Microsoft Azure Cloud in their operations?

Microsoft Azure Cloud is used to collect and enrich data, which is then provided to the rest of the business in a seamless and automated way.

How does the organization score leads coming into the building?

They score leads based on data captured from mobile ticketing, Wi-Fi, Adobe Analytics, and campaigns to determine their propensity to buy season tickets or become retail store buyers.

What role does Microsoft Dynamics play in their sales process?

Microsoft Dynamics is used to move data and enable sales representatives to track leads and convert them into new customers.

What was the impact of implementing the data warehouse and Dynamics 365 on their season ticket sales?

After implementing these technologies, they experienced a 30 percent year-over-year increase in season ticket sales with the same team on the floor.

How is performance measured and made accessible within the organization?

Performance is measured through Power BI, making the information accessible to everyone from ownership to executive leadership to guest services representatives.

What is the organization's vision regarding understanding their fans?

Their vision is to deeply understand their fans to provide a great customer experience and support the business, moving from assumptions to data-driven decisions.

How has the adoption of these technologies transformed the organization's business practices?

The adoption of Adobe and Microsoft technologies has transformed their business by enabling data-driven decision-making, rather than relying on past practices or assumptions.