Detroit Lions Partner with Trace3 for Fan Experience Analytics

The Detroit Lions today announced a collaboration with Trace3 as the franchise’s official analytics partner to build out a next-generation analytics platform that will enable the franchise to make decisions based on data gathered in real-time.
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Detroit, Michigan, USA - August 8, 2015: Photograph of illuminated Ford Field football stadium with sign over arched roof around sunset.  Stadium located on Brush Street in Detroit, Michigan.
The Detroit Lions will utilize real-time analytics of fan experience factors from Trace3 to make more effective decisions. // Stock Photo

The Detroit Lions today announced a collaboration with Trace3 as the franchise’s official analytics partner to build out a next-generation analytics platform that will enable the franchise to make decisions based on data gathered in real-time.

“We have a strategy and vision for the Detroit Lions to continue as a leading voice in analytics within the NFL for years to come,” says Ashton Mullinix, senior vice president of strategy and analytics for the Detroit Lions. “The collaboration with Trace3 on designing, building, and supporting our new platform will allow us to take us a step closer to achieving those long-term goals.”

Sports franchises increasingly are relying on analytics to drive real-time decision, and Trace3, located in Irvine, Calif., allows the Lions’ data analytics team to focus on optimizing the game day experience through monitoring of real-time metrics from ticketing, concessions, retail, attendance, parking, and more.

Included in the first phase of this effort is the construction of the Trace3 Analytics War Room that is housed on-site at Ford Field.

“Trace3 specializes in working with enterprise clients to identify the overall strategy, tools, and processes required to support IT organizations throughout their decision-making process,” says Rich Fennessy, CEO of Trace3. “We look forward to building an analytics room in the heart of Ford Field for the Lions using best of breed technology.”

Alex Ballew, director of data and strategy insights for the Lions, says: “We are proud to elevate our data and analytics capabilities to make real-time decisions on improving our overall fan experience. This partnership with Trace3 is an opportunity to continue to leverage insights now, as well as expand into other areas of focus in the future, including crowd intelligence, player data, and more.”

The Detroit Lions will host its season opener on Sunday at Ford Field, starting at 1 p.m. The Lions will be playing the Philadelphia Eagles.

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