The Oakland Raiders may be on a winning streak lately, but the loyal fan base supports the team whether they are winning or losing. So the organization is using Big Data to foster and enrich its fan experience.

Jonathan Martinez, director of business development for the Oakland Raiders, talked with John Furrier and Jeff Frick, cohosts of theCUBE, from the SiliconANGLE Media team, during the SportsDataSV event to talk about the team and delivering new experiences to the fans.

These fans are loyal

The Raiders brand has a unique advantage because of its loyal fan base. “We haven’t had the best record on the field,” Martinez said. “Our fans continue to support us on and off the field. I think we have one of the most passionate fan bases across all of sports. We can’t do it without them.”

The team is using Big Data to enhance the fan experience both at home and in the stadium. The organization began a loyalty program for its season ticket holders. Using the data gathered from this program, analysis begins from the time of the ticket purchase throughout the whole process of visiting the stadium.

More than face value

Martinez explained that the fans want an overall value of the ticket, and some of the information gathered indicates that they want more behind-the-scenes access. Each season ticket holder has a unique identifier, being a key component for gathering data and they can follow the fan interaction through social media, the app or website visits.

“We are working with our digital media department, Silver and Black Productions, to deliver great value to the fans,” Martinez explained. “Whether it’s on their mobile device, raiders.com or the Silver and Black show.”

The right customer — the right message

The team also has 11 retail outlets and an online e-commerce store. The organization’s Big Data platform helps them to understand buying habits and purchasing behavior, which provides opportunities to identify the right customer and use targeted messaging to improve the fan experience.

Martinez hammered home the Oakland Raiders culture by repeating its mission: “Commitment to excellence and will to win.”

Watch the full video interview below, and be sure to check out more of SiliconANGLE and theCUBE’s coverage of SportsDataSV 2015.

Photo by SiliconANGLE