Data Insights and Elevating the Tennis Fan Journey
Leveraging big data and MarTech to boost event experience!
This year, I had the incredible opportunity to attend the Miami Open, and wow — it was such an amazing experience! I hadn’t been to the tournament in about six years, and it was incredible to see how much they have enhanced and improved the customer experience.
From the food, the brand presence in the stands, the events, the shops, and the photo spots — everything was thoughtfully curated.
However, what stood out to me the most was the app.
The app provided real-time updates on ongoing match scores, player stats, practice court schedules, and an interactive map of the venue. I used it constantly to track my favorite players’ matches, plan my movements between courts, avoid missing the best moments, and discover food options and fan zones. This kind of utility turns the app into more than just a convenience, it becomes a behavioral data engine that opens up countless possibilities for strategic marketing and personalization.
What I found most fascinating is how this tool could evolve. With some enhancements, the Miami Open could transform passive data collection into active audience engagement and increase ticket sales.
Tracking favorite players
For instance, enabling users to “favorite” players would allow the app to send personalized match alerts, practice session reminders, or alerts for autographs and photo opportunities. Notifications like “Don’t miss your favorite player’s match — limited tickets available!” could turn emotional connection into last-minute sales.
Mobile Ordering
Even elements like food and retail could benefit from data-driven insights. No fan wants to miss a match point while stuck in a food line. By integrating mobile ordering into the Miami Open app, attendees could browse menus, place orders, and get notified when their food is ready — all from their seat.
Food Truck Ratings
Lastly, a simple in-app rating system for food vendors, for instance, could help the Miami Open curate its offerings year over year, prioritizing vendors with high engagement and positive feedback.
Match-Based Notifications and Promotions
Another promising opportunity lies in match-based behavior tracking. With geolocation technology, the app could analyze which matches attendees are watching and respond with custom promotions. Imagine receiving a message shortly after an exciting match ends: “Loved the Ruud vs. Alcaraz showdown? Alcaraz plays again tomorrow — unlock a 10% discount on tickets now.” These moments are where MarTech meets conversion strategy.
In a world where live experiences compete with digital ones, MarTech (marketing powered by technology and big data) offers a bridge. It empowers organizers to deeply understand audience behavior and interests, respond in real time, and deliver the kind of value that keeps fans coming back year after year.
