Major League Baseball will begin testing a new mobile app in stadiums this week. The At the Ballpark app will trigger sensors throughout ballparks, welcoming fans and engaging them with baseball history and other content, as well as enhancing ad content. The app also serves as a loyalty program, giving users customized offers and benefits and content based on history and preferences.
One key feature of the app is that it runs in the background even when it is not open. This allows the app to push relevant content to the user instantly. Because of this, the app developers must be cautious about privacy issues and allow users to opt-in or out of certain features of the app and gain permission to track data.
In addition to the fun, publicity-increasing aspects of the app, the most important benefit in the long-term for MLB will be gained from the data that the app can collect. The app collects data such as user demographics, preferences, and even physical activity and movement through stadiums. This can help MLB develop targeted marketing, as well as operational, strategies and will prove to be invaluable in the future.
For you baseball fans out there, check out the app at: http://mlb.mlb.com/mobile/attheballpark/
Source: http://adage.com/article/datadriven-marketing/track-ballgame/244439/
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