Fandom Analytics

Creating and Harnessing Consumer and Cultural Passion

Inbunden, Engelska, 2024

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The success of modern sports, entertainment, political, and other cultural categories is driven by organizations’ ability to create and manage fandom. It provides a fandom analytics framework for creating and managing fandom and identifies the macro forces (technology, demographics, etc.) that are changing fandom’s structure and societal role.

Produktinformation

Utgivningsdatum2024-08-31
Mått148 x 210 x 20 mm
Vikt473 g
FormatInbunden
SpråkEngelska
SerieBusiness Guides on the Go
Antal sidor260
FörlagSpringer International Publishing AG
ISBN9783031659249

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Michael Lewis is Professor of Marketing and Director of the Emory Marketing Analytics Center at the Goizueta Business School, Emory University (Atlanta, GA, USA). Professor Lewis’s work focuses on the intersection of sports analytics and sports marketing. He studies issues ranging from player performance analytics to brand equity in sports. The foundation for Professor Lewis’ work is a deep background in statistics and optimization. These tools provide a data-driven approach to measurement and decision-making. This approach makes Professor Lewis a unique expert on fandom as his work addresses the complete process from success on the field to success at the box office. He has published work related to loyalty programs, customer lifetime value, and dynamic pricing in addition to sports topics.

Introduction The Most Important Person in the World.- The Fandom Analytics Framework.- Fandom Foundations: Stories and Narratives.- Fandom Meaning: Community and Identity.- Fandom Measurement: Brand Equity and Customer Equity.- Fandom Extensions: Transference and Sponsorship.- Sports and Entertainment Product Analysis.- Application 1: Fan Insights.- Application 2: Brand Measurement.- Application 3: Fan Lifetime Value.- Application 4: Sponsorship Valuation.- Commentary.