2022
Culverhouse Business
Analytics Symposium

The sports and entertainment industry is undergoing a data-driven transformation. From optimizing multi-million-dollar media investments to charting a future data strategy, organizations are turning to analytics, machine learning and AI to make smarter, faster, and more profitable decisions. In this talk, we will explore real-world applications of data science within the NBA and beyond, demonstrating how predictive models and data driven decision making can enhance revenue streams, deepen fan engagement, and transform business strategy. We will cover the evolution of marketing media mix modeling in the era of massive broadcast and streaming rights, show how clustering and regression techniques drive smarter ticket pricing strategies, and share insights into fan behavior through large-scale propensity modeling. Finally, we will look ahead to the role of generative AI and large language models in sports – highlighting how curated data platforms and embedded AI solutions can unlock the next wave of innovation. This session will blend technical depth with business impact, giving attendees a clear view of how modern analytics and AI can power decision-making across industries where data, fans, and entertainment intersect.