Tennis Australia

Spectator interaction taken to another level by analyzing social media to find fan favorites

Published on 16-Oct-2013

"Fans onsite and offsite are of equal importance to us, and we want to give them a totally connected experience to deepen their engagement with our event." - Samir Mahir, chief information officer

Customer:
Tennis Australia

Industry:
Media & Entertainment

Deployment country:
Australia

Solution:
Automation, BA - Business Analytics, BA - Predictive Analytics, Big Data, Big Data & Analytics, Big Data & Analytics: Customers, Business Integration, Cloud Computing, Express, Service Management

Overview

The Australian Open is the professional tennis season’s first Grand Slam tournament, occurring for two weeks each January.

Business need:
A prominent tennis championship strives to keep up with spectator enthusiasm for the sport by satisfying fans’ demand for more innovative and interactive features that can be accessed on the tournament’s website.

Solution:
A scalable cloud infrastructure supports the state-of-the-art analysis solution under increasing website traffic, in which the solution can predict spikes in user volumes and dynamically allocate resources to provide a seamless online experience for tennis fans around the world.

Benefits:
The tournament website attracted 15.5 million unique users, up four percent from the previous year with flawless uptime as fans flocked to see the popularity ranking among other informing and engaging features.

Case Study

The Australian Open is the professional tennis season’s first Grand Slam tournament, occurring for two weeks each January. As the governing body of tennis in Australia and the organizer of the Australian Open, Melbourne-based Tennis Australia links both professional and amateur players and tennis fans to member associations throughout the country. The organization strives to improve tennis in Australia by developing players, promoting the game of tennis in communities, enhancing tennis brands and investing in the growth of the game through the Australian Open and outreach programs.

The Opportunity
A prominent tennis championship strives to keep up with spectator enthusiasm for the sport by satisfying fans’ demand for more innovative and interactive features that can be accessed on the tournament’s website.

What Makes It Smarter
Tennis Australia, which organizes this major event, uses a solution that tracks the most talked about players on the social media web and the percentage of positive and negative sentiments about them. Fans can also watch their favorite players move up or down the popularity rankings as they tweet about them in near-real time. A scalable cloud infrastructure supports the state-of-the-art analysis solution under increasing website traffic, in which the solution can predict spikes in user volumes and dynamically allocate resources to provide a seamless online experience for tennis fans around the world.

Real Business Results
The tournament website attracted 15.5 million unique users, up four percent from the previous year with flawless uptime as fans flocked to see the popularity ranking among other informing and engaging features. The insights from social data analysis gave Tennis Australia a greater understanding of its fans and helped identify the most popular and most highly regarded players. By spotting patterns that help them understand how people feel about the tournament players and identifying shifts in attitudes, companies who are looking to endorse these athletes can also make accurate business decisions and fine-tune advertising messages. The private cloud environment has reduced the cost of each page view
by 35 percent, while at the same time accommodating a 42 percent increase in page views since 2008.

Products and services used

IBM products and services that were used in this case study.

Hardware:
Power 710 Express, System x: System x3650 M4

Software:
DB2 Enterprise 9, SPSS Modeler

Legal Information

© Copyright IBM Corporation 2013 IBM Corporation Software Group Route 100 Somers, NY 10589 Produced in the United States of America September 2013 IBM, the IBM logo, ibm.com, InfoSphere, SmartCloud, SPSS, Tivoli, Power, Express, WebSphere and DB2 are trademarks of International Business Machines Corp., registered in many jurisdictions worldwide. Other product and service names might be trademarks of IBM or other companies. A current list of IBM trademarks is available on the Web at “Copyright and trademark information” at www.ibm.com/legal/copytrade.shtml. This document is current as of the initial date of publication and may be changed by IBM at any time. Not all offerings are available in every country in which IBM operates. The performance data discussed herein is presented as derived under specific operating conditions. Actual results may vary. THE INFORMATION IN THIS DOCUMENT IS PROVIDED “AS IS” WITHOUT ANY WARRANTY, EXPRESS OR IMPLIED, INCLUDING WITHOUT ANY WARRANTIES OF MERCHANTABILITY, FITNESS FOR A PARTICULAR PURPOSE AND ANY WARRANTY OR CONDITION OF NON-INFRINGEMENT. IBM products are warranted according to the terms and conditions of the agreements under which they are provided.