Home Run for Major League Baseball Advanced Media's Data Management

Taps SAS Marketing Automation to better serve Web site customers

Taps SAS Marketing Automation to better serve Web site customers

Cary, NC — March 24, 2004 — MLB Advanced Media LP (MLBAM), the interactive media and Internet company of Major League Baseball (MLB), said it has selected SAS Marketing Automation, as part of a comprehensive strategy to enhance the experience of customers and fans visiting MLB.com, the official Major League Baseball Web site.

The agreement supports MLBAM's goal of providing fans the richest and most timely baseball content on the Internet. Visitors to the MLB.com site are offered accurate and comprehensive baseball news, statistics, history, fantasy, live video Webcasts of entire games, radio broadcasts of every game and searchable video, as well as the most extensive collection of baseball-related products available anywhere.

SAS said its Marketing Automation would enable MLB.com to increase registrations and improve conversion rates. With marketing automation's reporting capabilities and predictive analytics, SAS said the technology would provide MLB.com with data management and data discovery capabilities, as well as predictive mining and campaign management capabilities.

The platform also will enable MLB.com to improve the retention rate of subscription customers, while increasing fans' use of various paid subscription services offered on the site.

"This is a very natural marriage," said Jim Davis, senior vice president and chief marketing officer of SAS "Baseball has its heritage in statistics and so does SAS. The solution collects data from multiple sources, analyzes it accurately and generates the business intelligence that people need to make informed decisions. SAS eliminates guesswork from the predictive process. We bring real science and technology to the table."

"This makes life easier for all of our customers, both externally and internally," said Joe Choti, MLBAM's chief technology officer. "With SAS, we can create 360-degree views of our customers. We'll gain a deeper, more profound understanding of their needs. This will enable us to develop projects and services that match those needs more precisely. Basically, we're leveraging data to do a better job of serving our customers."