GameDay Partners with Sisense to Infuse Visualization Data and Reduce Time and Cost for Customers

Global sports technology leader GameDay works with a wide variety of organizations, from national governing bodies and sporting federations, right through to professional teams and clubs. Headquartered in Melbourne, it has offices in Sydney, Auckland, London, and Manchester. 

Rebranded from “Stack Sports” to “GameDay,” the innovative company provides a suite of solutions to sporting organizations, from membership, registration, and e-commerce to events and ticketing platforms. 

GameDay also has an online auction platform for professional teams, clubs, and foundations. In Australia, it works with the AFL and professional clubs, right down to grassroots organizations. Internationally, GameDay works with the likes of Athletics New Zealand, the Rugby Football League, and Chelsea Football Club in the UK and Basketball Ireland. 

The challenge: The need to visualize data in real time

Within GameDay’s solutions and platforms, the company had standard reporting tools that allowed organizations to report on details of their members, participants, and fans. However, it wanted to take this a step further and visualize its data for maximum impact. 

“As we were collecting data, we wanted to put it in a more visualized format for the sports and organizations to be able to make better, more accurate decisions in real time,” said Cameron O’Riordan, Sales and Marketing Lead at GameDay. 

GameDay obtains its data through its users, whether that be a player, coach, or sporting organization logging in and completing a registration form. 

“At GameDay, we surface key information about events happening through various ways, such as an individual registering to attend an event, purchasing a ticket to attend an event, or logging onto the GameDay mobile app to see where they’re coming in their competition,” Cameron said.

The Solution: Unlocking Sisense Fusion Embed for GameDay View

GameDay turned to Sisense to revolutionize its data visualization needs, and from that partnership came its GameDay View solution.

“We chose Sisense because it gave us the ability to build within our own technology stack, to become a standard part of our offering for all of our customers,” Cameron explained.

Lorence Titular, Head of Insights and Advanced Analytics at GameDay, further explained that GameDay also had a lot of data source systems, including batch (nightly processing) and real-time data.

“Each source system was built as an independent platform — this means different business rules and architecture that served its use cases during that time,” Lorence said. “As the company started growing, there was a need to consolidate data to mine rich insights that have been sitting there unexplored.”

“Sisense was chosen since it was a very promising 100% cloud-based solution using the concept of ElastiCube bypassing a traditional data warehouse,” he added. “The complexity and huge volume of our data meant that we needed to explore a modern data warehouse.” 

GameDay explored many options, then went with Amazon Redshift as it met that key criteria.

“We started to build both a data warehouse and data marts using Redshift for our batch data, then freed up Sisense so that it could function as it was supposed to be — business intelligence tool for actionable insights,” Lorence added. “To date, Amazon Redshift has been working seamlessly with Sisense, together bringing additional value greater than the sum of its parts.”

GameDay View is offered to the majority of GameDay customers, Cameron said. Customers are able to track in real-time the retention of their participants, year on year.

“What this allows us to do is identify a particular age group, a particular area, or a particular region where they may need to focus on developing their sport in a more focused environment and more focused way. In addition to that, we are then able to surface visualization data we’ve captured during the registration process,” Cameron added.

Embedding Sisense into the GameDay platform also meant there was no need to change the look and feel of the software. Cameron said it was important for GameDay to have the same branding, mainly for consistency purposes. 

“We now say GameDay View, aka Sisense, is a sixth key pillar of our business when we’re actually selling our products to the market,” he adds. 

Use cases: A key component of GameDay

When implementing Sisense, GameDay had a number of use cases to understand the requirements from various perspectives in the business, such as sales, account management, customer success, and leadership. 

“Being able to create high-level dashboards for each of those individual key personas was a key use case for us. Collecting the data and information from each of those particular groups was an important part of the process,” Cameron explained.

When the company is offering GameDay View, powered by Sisense, to a customer outside the box, the customer is actually able to take elements from each of those particular areas, as well as to showcase them in a unique dashboard. 

Cameron noted these workflows give GameDay greater visibility into the scope and level of service it has provided to its customers across the board.

“For instance, what is the total value of payments for online transactions that are being processed through the platform at any given time? Then breaking that down by state or region, by league or association and by clubs. Narrowing in on these elements is a key part, being able to showcase the dashboard,” Cameron explained.

“Trying to help improve those workflows as well. Being able to take each of those elements internally has also resulted in us being able to present that externally to customers.”

Results: Scaling operational efficiencies and better real-time decision-making

GameDay is 12 months into its journey and is already seeing significant results. Cameron said some of these results include a reduction in time and costs and the ability to make informed decisions in real time. 

“Work that would have previously taken 8-16 hours to complete and analyze specific data can now be achieved in minutes and within a few clicks of a mouse,” Cameron said.

The company is also able to compare results on a yearly basis, such as the growth of participation, growth of female participants, or retention across a certain age group. 

Cameron said as the organization’s customer base grows and more users and advocates onboard the platform, it will see more results at scale.

“Thanks to Sisense, GameDay can provide access to data to customers and stakeholders faster and at scale. Being able to enable reporting in minutes and being able to export key dashboards and graphs and drop them in a board report is so valuable to us and our customers. We have had great feedback about that when we’ve presented GameDay View to potential new customers.”

GameDay View also means customers don’t need to rely on manually intensive Excel spreadsheets or expensive, outsourced BI tools. 

“We can use the AI to predict where we’re going to land in a certain month or so. Being able to predict what retention is going to look like, being able to set KPIs so organizations can measure that growth of benefits,” he said.

Success in action

The first use case for GameDay View was Hong Kong Rugby Union. Cameron said the sporting club was struggling to figure out how many people were participating in the sport. Before GameDay View, the rugby club would pay KPMG consultants every three to four years to get the figures.

“GameDay View has been able to simplify that process for them. They now have one centralized database where their participants are managed. They are able to access in real time how many participants they’ve had and growth year on year,” Cameron said.

“The one thing that I’m particularly proud of is that GameDay View is a key card of our sales deck moving forward. It’s a key part of our sales propositions. There’s a whole slide dedicated to GameDay View and insights when we’re pitching to a national governing body.”

Powering sports innovation with Sisense

As time goes on, Cameron said it’s clear how Sisense embedded into the GameDay platform is vital for sporting organizations to use to make informed decisions. 

“Having the data so accessible to provide real, actionable decision-making, and the ability to make critical informed decisions for future planning, is so important to us and our customers. In fact, it is vital to any organization. It’s the way of the future,” Cameron concluded.

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