How real-time data analytics from SAP improves the 49ers fan experience

The San Francisco 49ers Executive Huddle, a collaboration with SAP to improve the gaming experience at Levi’s Stadium in real time, now relies on more than 100 HappyOrNot terminals inside the Santa Clara site to improve its innovative in-game problem solving.

Speaking at the Horizon Summit on Tuesday, 49ers director of business intelligence and CRM Noele Crooks – who compares her game day job to a “data sleuth” – said instant fan feedback from the HappyOrNot terminals have enabled its staff to respond as quickly as possible to gambling issues such as overcrowded doorways, understaffed concession stands or malfunctioning restrooms.

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“We want to be able to improve the fan experience in real time rather than having to wait for the next game. [to fix a problem]“said Crooks during a session moderated by SportTechie CEO Taylor Bloom.

The Executive Huddle is a one-of-a-kind platform that, using technology from SAP, is able to instantly access ticketing data, parking data, retail data and more to transform a 49ers game into a smoother experience, day or night. Crooks settles into a “digital meeting room” suite and texts his staff in and around the room if action is needed.

SAP, which was represented at the Horizon Summit by Dominic Manuta, its Senior Director of Planning and Analytics, Global Center of Excellence, also provides analytics for leagues such as the NBA, WNBA, NHL, G -League and the French Basketball League.

“We love what the 49ers have done with technology, just the fact that it’s a real-time impact on their business where they can really reach their fans in new, meaningful ways,” Manuta said Tuesday.

According to Crooks, the new Executive Huddle trend will be to monitor Twitter, Instagram and other social media to quantify comments on sites. But, most importantly, Crooks said HappyOrNot terminals continued to be a popular staple with the fanbase, even after the early days of the pandemic.

“Before COVID, we all had our HappyOrNots that stand out [on the concourses]” Crooks said. “And when we were coming back, we were like, this is an elevated touch terminal… We were literally asking fans to touch the buttons. And we didn’t know if the fans were going to use them or not. Turns out, it was good. They have no problem letting us know whether they were happy or not.”

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