Russell Scibetti

Being involved in the data side of the business over the past decade in property and consulting roles, it’s been exciting to see how the adoption of analytics has changed. What started out with teams looking to hire their first “data person” has evolved into dedicated business intelligence departments, new ways to integrate systems, and an overall increase in the volume, use and trust of data.

Opinion article shared in SBJ's "From the Field of Marketing" section on the best asset teams have when competing with the secondary market.

"The impact of the secondary market on teams has been an important topic in the industry for some time, but recently there seems to be more emphasis on analyzing pricing data so teams can evaluate and adjust their prices in order to stay competitive. While I agree that it’s very important for teams to be aware of the secondary market and leverage… Show more

Opinion article shared in SBJ's "From the Field of Marketing" section on the best asset teams have when competing with the secondary market.

"The impact of the secondary market on teams has been an important topic in the industry for some time, but recently there seems to be more emphasis on analyzing pricing data so teams can evaluate and adjust their prices in order to stay competitive. While I agree that it’s very important for teams to be aware of the secondary market and leverage variable and dynamic pricing strategies as part of an overarching sales plan, they shouldn’t forget that their competitive advantage differs from secondary market’s..." Show less

"For those of us in sports business, it’s hard to go to a conference or any meeting, for that matter, without hearing about the importance of CRM, big data, the need for systems integration, and the importance of automation. After years of being pushed to the back burner, it seems that data-driven technology is – finally! – getting its day in the sun. However, do the people tossing around those analytical buzzwords truly understand what they’re asking for? More importantly, do they grasp that… Show more

"For those of us in sports business, it’s hard to go to a conference or any meeting, for that matter, without hearing about the importance of CRM, big data, the need for systems integration, and the importance of automation. After years of being pushed to the back burner, it seems that data-driven technology is – finally! – getting its day in the sun. However, do the people tossing around those analytical buzzwords truly understand what they’re asking for? More importantly, do they grasp that the architecture (and personnel) behind data systems are just as important as the data itself?"

Article republished at http://www.thebusinessofsports.com/2014/05/13/the-state-of-data-in-sports-business/ Show less

Quoted in a recap of the CRM Evolution 2013 Closing Keynote Panel, "CRM in Sports:"

CRM, Scibetti said, provides an "opportunity for fan engagement. It can be effective for revenue generation, but it's more important to engage with fans."

"It's got to be about customer loyalty, creating a much more personalized experience for every fan," Scibetti added.

Quoted by Emily Huddell in SBJ Editorial from May 2011:

Russell Scibetti, senior manager of database marketing and CRM for the New York Jets, has spent the past 18 months putting a detailed customer management system in place at his organization and is seeing results. “Thanks to the breadth of data stored in our CRM system, we are now able to analyze our customer base down to the individual. By segmenting our prospects and customers based on a variety of factors, we have improved the… Show more

Quoted by Emily Huddell in SBJ Editorial from May 2011:

Russell Scibetti, senior manager of database marketing and CRM for the New York Jets, has spent the past 18 months putting a detailed customer management system in place at his organization and is seeing results. “Thanks to the breadth of data stored in our CRM system, we are now able to analyze our customer base down to the individual. By segmenting our prospects and customers based on a variety of factors, we have improved the efficiency of our sales and marketing efforts and are now building customized programs to deliver a better experience to our current customers,” he said. “As part of our most recent club seats sales campaign, our client relations staff called a hand-selected group of prospects that had been winnowed down from a much larger database based on a combination of demographic and behavioral attributes. This increased our efficiency, and ultimately, our conversion rate.” Show less

“The Business of Sports” is an industry blog dedicated to discussing new ideas and current events in sports business. The posts cover a wide range of topics, including ticket sales, marketing, social media, corporate sponsorships, fan loyalty, brand management, sports media, finance and more.