A NEW KIND OF SPORTS STAT; NBA's Customer Data Strategy group helps league uncover insights to boost global fan engagement, grow revenue via ticket sales, merch purchases and content streaming buy-ins

"For the last few years, we've been able to deliver regular data models to teams that help them score their prospective customers in terms of likelihood to buy, estimate season ticket holder renewal likelihood, and more," said Doris Daif, who was hired in May 2016 to lead the new group, following around 13 years in various CRM and digital-related roles at American Express. The league, which has recently held games in Mexico City, Shanghai and...