Andrew Miller, EVP, Business Operations, Toronto Blue Jays spoke about Major League Baseball (MLB).

Over the past few decades, the amount of money that MLB players get has drastically increased. With higher risk for hiring players, MLB teams have need to use better analytical methods to guarantee success behind their acquisitions. “The ability to understand the nutrition, sport science and strength and condition has all completely evolved over the past 30 years. We’re trying to understand how to get the best players and keep them on the field.”

But players aren’t the only thing front offices need to consider to improve their business. Getting data about fans allows the Blue Jays front office to better develop meaningful experiences for the right fans. Fan segmentation is one way that the Toronto Blue Jays gets to better market to different types of fans.

“Accessible data changes the conversation internally,” Miller said.