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How a hockey team uses data to shoot for business goals

When it comes to sports data, most people think about RBIs, third-down conversions or shots on goal — but Kendall Tyson, the Seattle Kraken hockey team’s vice president for strategy and business intelligence, has a completely different kind of statistics in mind.

Which videos do you watch on the Kraken’s website? Are you going to the big game on your birthday or anniversary? What kind of wine will you be ordering at Climate Pledge Arena?

“We’re bringing together ticket purchases to hockey games, ticket purchases to concerts, food and beverage data, retail data and membership data across all of the people who come to Climate Pledge Arena — and not just our fans,” Tyson said today at the GeekWire Summit. “We take that information, and we pull it into a database, and we’re creating Customer 360 profiles.”

If you’re partial to a particular video series about the Kraken, you might see a link to the latest installment at the top of your membership email. If it’s your birthday, the Kraken might offer you a deal on a private suite for the game.

And then there’s the wine.

By Alan Boyle

Mastermind of Cosmic Log, contributing editor at GeekWire, author of "The Case for Pluto: How a Little Planet Made a Big Difference," president of the Council for the Advancement of Science Writing. Check out "About Alan Boyle" for more fun facts.

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