Abstract
In this chapter, we embark on an in-depth journey to uncover the transformative power of digital marketing analytics in the sports sector. We explore how data analytics has become an integral part of sports marketing strategies, impacting areas such as fan engagement, sponsorships, advertising strategies, ticket sales, and revenue optimization. With a shift toward data-driven marketing tactics, this chapter illuminates the transition from conventional methods to innovative approaches that harness technology. Through the effective collection, analysis, and application of data across a multitude of digital channels—including social media, official websites, and mobile applications—we demonstrate how the sports industry is evolving. By intertwining theoretical frameworks with real-world case studies, we provide rich insights that serve as an invaluable resource for industry professionals, scholars, and students alike. This chapter underscores the pivotal role of digital marketing analytics in elevating the fan experience, crafting personalized marketing initiatives, and maximizing revenue for sports organizations. Moreover, we delve into the latest trends, the challenges faced, and the prospective future developments within this arena. The narrative highlights the urgency for sports businesses to embrace the swiftly changing digital environment in order to maintain a competitive edge.
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Mahmoud, A.B. (2024). Digital Marketing Analytics in Sports. In: Mansurali, A., Jeyanthi, P.M., Hack-Polay, D., Mahmoud, A.B. (eds) Sports Analytics. Springer, Cham. https://doi.org/10.1007/978-3-031-63573-1_4
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