Earlier this week, Kraft Analytics Group and collegiate marketer Learfield formed a joint data and insights venture, KLEARintel. The new venture will assist college athletic departments in better understanding their fans.
An existing Learfield partner, Mississippi State University is the first school to partner with KLEARintel and incorporate its new software data warehouse, predictive analytics and marketing services into its decision-making processes.
“KLEARintel combines KAGR’s best-in-class technology, analytics and marketing services with Learfield’s proven ability to grow university revenues,” said Jessica Gelman, Chief Executive Officer of Kraft Analytics Group in a statement. “Mississippi State has a passionate fan base and we are excited to help integrate data silos designed to enhance customer engagements, improve business operations and drive revenue by creating actionable data for analysis and marketing.”
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Added MSU Senior Associate Athletic Director Scott Wetherbee in a statement: “We are thrilled to partner with KLEARintel and utilize the innovative data analysis they can provide us. We will now be able to collectively analyze our data and effectively determine ways to increase our season ticket sales and donations. This is certainly a game-changer for us.”
According to Learfield and its Chief Operating Officer Marc Jenkins, the company had been searching for a data analytics solution to provide its 120-plus school partners, conferences and arenas. After talking with Gelman and the Kraft Analytics Group, which focuses on data management and strategic marketing in the sports and entertainment industry, Learfield found the right technology partner. It could now provide better data-driven strategies and help schools increase revenue through more robust fan analytics.
“By coming together, we are able to bring a best-in-breed solution to our university partners that is tailored to the uniqueness of the college and university landscape,” Jenkins said in a statement.