Decision Inc. Australia’s AI-driven solution enables deeper fan insights and automates qualitative feedback

Solution Overview

The Client

One of Australia’s leading sporting organisations, comprising men’s, women’s, and e-sports competitions, is the peak body of one of the world’s most popular sports. Its priority is to grow interest in the game, but also to grow attendance across all clubs, which is crucial for the league’s growth and fan engagement.

 Its traditional methods of measuring fan feedback fell short of expectations. But Generative AI entered the field of play, offering the organisation an opportunity to transform how it collated and addressed the needs of diehard fans.

The Challenge

The sporting organisation prioritises growing match attendance and addressing low season ticket holder turnout. At present feedback obtained through surveys that follow the Likert scale approach, ranging from ‘strongly agree’ to ‘strongly disagree’. While these surveys provide a general sense of fan sentiment, they fall short in capturing the nuanced and detailed feedback necessary to understand the true drivers behind fans’ behaviour.

The rigid structure of Likert scale responses limits the organisation’s ability to delve into the specific issues and suggestions that fans may have. Meanwhile, the manual handling of qualitative fan feedback was proving inefficient, delaying actionable insights.  

“Currently, there is insufficient data to understand the underlying reasons behind low attendance rates from ticket holders,” said a spokesperson for the organisation. “Gathering fans’ opinions through free-flowing qualitative feedback is essential for gaining deeper insights into their experiences and motivations.”

Therefore, adopting a more flexible and comprehensive feedback mechanism became vital for the organisation to accurately gauge fan sentiment and implement effective strategies to enhance stadium attendance.

 It began speaking to Decision Inc. Australia about developing a solution that could more quickly and accurately collate and analyse feedback and leveraging the power of generative AI (GenAI) was front of mind for all parties.

The Solution

The organisation partnered with Decision Inc. to use generative AI from AWS Bedrock, automating the analysis of qualitative feedback. This solution identifies key themes and sentiments, with an accessible interface via Amazon QuickSight and Amazon Q, enabling the organisation to make data-driven decisions to enhance the fan experience and boost attendance.

By using GenAI technology, the solution would efficiently process large volumes of survey data, extracting valuable insights without the need for manual analysis. This would enable a more accurate and timely understanding of fan satisfaction, allowing for better-informed decisions to enhance the fan experience.

A QuickSight dashboard was developed – accessible to the business – to consolidate all the relevant customer information, survey analysis, and location information so that feedback can be addressed in near-real time by the team best suited to address it.

The Outcome

The solution provides the organisation with a robust tool to gain deeper insights into fan sentiment, which is crucial for enhancing the overall fan experience. By leveraging advanced analytics, the organisation can better understand and address the preferences and concerns of their supporters. This aligns with their strategic goal of increasing stadium attendance, as the insights will inform targeted strategies to attract more spectators.

Success will be measured by tracking stadium attendance rates in the upcoming football season, providing a clear metric for evaluating their efforts.

“Generative AI unlocks the potential of limitless insights to better understand our fans in a more efficient and robust manner than ever before.” said a spokesperson for the organisation.

Without Generative AI through AWS Bedrock, the organisation would struggle to process and analyse the vast amounts of free-text feedback from fans. Manually reviewing such a large volume of data would be impractical. However, with Generative AI, the organisation can automatically sift through feedback, identifying key themes and sentiments efficiently.

 This technological capability ensures that valuable insights are not overlooked, enabling data-driven decisions that enhance fan engagement and drive higher attendance at stadiums.

 “Leveraging GenAI ensures that no detail from its fans goes unaddressed and trends can be identified in minutes, not hours or days,” said Decision Inc. Australia’s Managing Director, Tony Butler. “This goes beyond traditional surveys to understand complex factors affecting stadium attendance, putting the competition at the very cutting edge of fan engagement and understanding.”

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