ABSTRACT
This chapter describes the different supporting technologies that are relevant to the business model of a sports rights owner, an Single Customer View (SCV), digital marketing, analytics and data visualisation. It provides the National Basketball Association's San Antonio Spurs with an insight into their technology stack. The chapter discusses the concept of a Data Management Platform and a Customer Data Platform. The process of collecting data from the individual source databases for input into people's SCV, whether through an automated integration or a manual process, is commonly referred to as ETL – Extract, Transform and Load. The SCV provides the hub of people's customer relationship management (CRM) and data-driven activities. The chapter talks about the platform San Antonio Spurs use for data visualisation in their technology stack, and how it quickly started generating insights, even within the first few months of their CRM implementation.
