ABSTRACT
This final chapter focuses on performance management, with a specific focus on the rapid evolution of the use of analytics to measure the success of sport marketing efforts. The chapter starts with an explanation of traditional performance evaluation methods using the Balanced Scorecard as the foundational outcomes assessment methodology to assess sport marketing performance. The remainder of the chapter focuses on the rapid rise of using analytics to evaluate whether sport marketing efforts have met the ‘needs and wants’ of sport consumers. This includes an investigation into the methods of analysis of small and big data required that are specific to sport products and services, including inference, notational analysis, performance analysis, prediction, rating models, and simulations. The chapter will conclude with a summarization of the work being done by major sport analytics providers, including SAS, PwC, Deloitte, and KPMG, as well as emerging companies in the field.
