Nothing But Net: Dallas Mavs Use Tech To ID, Target Fans

Barely two years ago, the Dallas Mavericks were far from the hottest franchise in the National Basketball Association. The team has since improved through savvy draft picks — like Luka Doncic, who was tied for second as the second-best playmaker among rookies. And it has assigned new coaches, including its first female: assistant coach Jenny Boucek.

These moves may or may not lead to league honors. But the Mavs have improved in another area — marketing — by reaching out to the Unknown Fan.

The Unknown Fan? That’s someone who has gone to games, visited the Mavs’ site or shown some other form of involvement. But this requires looking at “areas they may be missing out on,” says Geetha Neelakantiah, VP of business development for Semcasting.

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