The goal is to combine such information with other data the club already has on its fans to identify those it has the most chance of persuading to buy tickets. Alexander said.
The team is currently using SAS to forecast its 2012 attendance, he added.
"Analytics applications are the wave of the future," Sallam said. "This is an area where there will major growth as long as we can overcome the skills gap and the ease-of-use gap," that she said has long stunted adoption of predictive modeling approaches for so long.
Sign up for CIO Asia eNewsletters.