You thought the Australian Open was about tennis? You're wrong it's about data, and IBM is awash with it.
Federa, Sharapova and young Australian hopeful Thanasi Kokkinakis all stormed to victory on the first day of the Australian Open yesterday, but off the court IBM and Tennis Australia were collecting and analysing vast volumes of data.
Tennis Australian has worked with IBM, a major sponsor, for the last 20 years and this year the behind the scenes data element is becoming even more refined.
Samir Mahir, chief information officer of Tennis Australia, says: "Data is the new oil. Any company that doesn't own it's own data - I don't know what they're doing."
This year it's launching a number of new platforms and pilot schemes for both fans visiting the Rod Laver arena in Melbourne, those watching at home in Australia and overseas, and for the players and back-end staff at the Open.
It's launching CrowdTracker, a tool that aims to use data collected from mobile devices and from social media around the arena, to help the Tennis Australia better understand how people are moving about the ground, identify additional merchandise opportunities, and improve operational efficiencies and crowd management.
It is also integrated into the Australian Open consumer app to help fans at the event identify where things are happening on-site through peaks in traffic or social posts. It offers real time updates on match scores across all courts and social platforms.
"It feeds our analysis and, keeps track of what's happening and tells us if there is a certain amount of buzz around a certain match that we then need to increase the provision of services around," Mahir added.
Ian Wong, IBM consulting partner, Australia and New Zealand, interactive experience and mobile, added: "What it shows is that Tennis Australia understands that it's a two-way street. It wants people to interact with its platform and so adds utility to improve the fan experience, but then it can use the data to improve operational efficiency."
Part of CrowdTracker integrates "selfie spots" and tracks where people are posting to Instagram. The Australian Open social media team can then interact with the social posts.
It has also refined the Slamtracker app it introduced last year and added improved elements of data visualisation based on feedback from fans including ball movement and insight based on eight years of historical data.
For the first time, the Australian Open is also live streaming all matches from all courts and making free public Wi-Fi available in both main courts.
Last year Tennis Australia counted more than 17 million unique visitors to the website, and recorded a 91% increase in mobile site views.
For more news:
First tweet powered vending machine in Australia launches at tennis Open
Woolworths partners with Tennis Australia
Kia links tennis campaign to wearables
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop me a line at rosiebaker@yaffa.com.au
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