San Francisco 49ers

As a Director of Business Intelligence & CRM for the San Francisco 49ers, Noele oversees the maintenance and expansion of the team's data environment, the strategic development and execution of the team's CRM system, developing automated reporting and data visualizations for the organization, as well as the lead on fan feedback initiatives including surveys and HappyOrNot. Specifically, on game day, she runs the Executive Huddle powered by SAP, a real-time SAP Analytics Cloud data center in a suite used for 49ers games. Before joining the 49ers in 2018, Noele worked for the Atlanta Hawks for six seasons, primarily in CRM and business analytics.

How do you use that data for the game day?

Our data flows into the HANA cloud, which is an SAP product. It enables us to keep an eye on many dashboards and visualize the data to identify problems. For instance, we introduced our member-inclusive menu last season, a perk for all-season ticket holders on game days.

They receive their four concession items as part of their season ticket package. The executive Huddle experimented with this last year to evaluate how many individuals were getting benefited. That data helps us make that experience better for our fans.

Did you implement any initiative to improve fan experience on game day? 

Ticket scan data is one of the biggest initiatives that enabled us to see what gate each fan is coming at. Sometimes it's hard to move people from one gate to another while making sure all lines move faster and improving that experience for fans. This initiative gives us real-time insight into issues and how to fix them. Our ability to map a happier night terminal to each precise location in the stadium allows us to track any unfavorable fan reaction in a particular area in real-time. And if there are any, we may send someone to investigate and find out what's wrong. Therefore, being able to monitor in realtime what our fans are telling us and change that experience for the rest of the game has been super impactful. And it is clear from the data that we have witnessed a rise in fan satisfaction.

"We Constantly Monitor Our Concession Sales, The Top And Lowest Customer Satisfaction Ratings, And How We Can Reallocate Staff To Meet Fans' Needs" 

How Executive Huddle's interactive dashboard does work for you?

The Executive Huddle's interactive dashboards provide real-time updates on event-day metrics for parking, ticketing, concessions, retail, and fan feedback. By keeping an eye on the volume of transactions we receive, we may adjust our staffing accordingly if something goes wrong at one stand and another stand is receiving a lot of positive feedback. We constantly monitor our concession sales, the top and lowest customer satisfaction ratings, and how we can reallocate staff to meet fans' needs. Additionally, we were able to follow fan feedback through our surveys. 

What does the future look like for the San Francisco 49ers?

I should add that, as of this season, we're working to include sustainability into SAP and the executive Huddle. It is an example of how we apply innovation and technology to advance not just our operations and businesses but also those of third parties. In addition, it will benefit the local community and students by allowing them to come in and learn about what we do on game days. Additionally, we're extending it further to help the entire world by improving the sustainability of our operations.