The Texas Rangers are an American baseball team, located in Arlington, Texas. They have been a prominent part of Major League Baseball’s American League since their establishment in 1972, and were the winners of the 2023 professional baseball championship. In a regular season they play 81 home games annually in a state-of-the-art stadium that holds 40,000 fans.
“Fans are the lifeblood of our whole organization,” explains Jake Radelet, Manager, CRM & Analytics. “We want our fans to feel like they're part of the organization. Not that they're just coming to watch the game, but that they're truly part of the team. It’s all about the full experience.”
Delivering unique experiences at scale can be a daunting task. Since 2016, the Texas Rangers have sought competitive advantage by giving fans a seamless stadium experience from parking to concessions with their industry-leading data strategy, spearheaded by Tableau.
Before investing in Tableau, the Texas Rangers used spreadsheets to store data. This included competitive data to assist with pre-, mid- and post-game performance, as well as back-office data such as ticket sales, inventory and confectionery sales. The Texas Ranger’s business analytics team, consisting of just four people, spent hours manually entering and cross- referencing data from various spreadsheets across the organization to try to draw out insights. With all of this disparate data, making informative and impactful business decisions in real time, across the organization, was almost impossible.
Today, the Texas Rangers use Tableau Server to give their fans an incredible experience, on and off the field, by extending the value of their data across the entire organization. This allows business users to access critical data in a single platform, whilst ensuring data remains governed and secure.
The Rangers’ business analytics team combines and shapes data from various spreadsheets and external sources faster before publishing new dashboards to Tableau Desktop, allowing users across the organization to access, visualize and analyze data—pre- and mid-game, putting fans at the center of everything they do.