Case Study - Rights Holders - Fan Growth
Predictive Analytics
Our Challenge
The Melbourne Cricket Club (MCC) required a solution to improve efficiencies and reduce manual processes to predict attendance of major events at the Melbourne Cricket Ground.
The Melbourne Cricket Club (MCC) required a solution to improve efficiencies and reduce manual processes to predict attendance of major events at the Melbourne Cricket Ground. The ticketing team used a manual and resource-intensive process for those predictions. The club relied on manually exported ticket sales data, spreadsheets, and subjective ‘gut feel’. Predictions were often made using averages of subjectively selected recent games. This time-consuming process involved frequent meetings and multiple adjustments, making it difficult to provide timely and reliable attendance figures to plan staffing and F&B for upcoming events. The lack of a streamlined system resulted in operational inefficiencies and revenue loss.
Our Solution
Gemba developed a more automated and streamlined solution for the MCC, which included a machine learning model to improve the accuracy and efficiency of attendance prediction.
Gemba developed a more automated and streamlined solution for the MCC, which included a machine learning model to improve the accuracy and efficiency of attendance prediction. The solution eliminated the need for manual updates and subjective adjustments, providing an improved process for predicting attendance, along with a simple user interface and dashboard for MCC staff. The dashboard displays future game predictions, compares budget predictions to actual game day attendances, and allows for deep-dive analyses of past attendances.
16-20
hours per week for the MCC ticketing team to fine tune each games prediction for the round
80+
hours saved for the MCC finance team to predict the upcoming season and derived budgeted costs accordingly. This brings planning forward months in advance.
67
people difference between predicted and actual season average crowd
100%
adoption of the new system by the MCC team, indicating high user satisfaction
Partnerships
Working With Global Brands
Other Case Studies for Rights Holders
Other Case Studies for Rights Holders
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