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Conjoint Analysis for Ticket Offerings at the Cleveland Indians

Author

Listed:
  • Gabriel Gershenfeld

    (Cleveland Indians, Strategy and Business Analytics, Cleveland, Ohio 44115)

Abstract

Evaluating the appeal of seat location, food, and ticket-price characteristics for an entertainment event can be difficult using only historical data. Survey-based conjoint analysis provided guidance on segment preferences, sales forecasts, and new offerings for the renovation of the club section in a Major League Baseball ballpark. Positive results were achieved in terms of ticket sales and revenue, generating value for fans and the team, thus allowing for increased investment in the Cleveland Indians’ on-field product. Perhaps more importantly, visual and interactive presentations of the model increased the understanding and acceptance of the methods, improving the organization’s analytics capability. Subsequent applications have used additional conjoint methods to analyze a variety of internal products.

Suggested Citation

  • Gabriel Gershenfeld, 2015. "Conjoint Analysis for Ticket Offerings at the Cleveland Indians," Interfaces, INFORMS, vol. 45(2), pages 166-174, April.
    • Handle: RePEc:inm:orinte:v:45:y:2015:i:2:p:166-174
    DOI: 10.1287/inte.2014.0770
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    References listed on IDEAS

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    4. Samuelson, Paul A, 1974. "Complementarity-An Essay on the 40th Anniversary of the Hicks-Allen Revolution in Demand Theory," Journal of Economic Literature, American Economic Association, vol. 12(4), pages 1255-1289, December.
    Full references (including those not matched with items on IDEAS)

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