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07/11/2001 Archived Entry: "Baseball Ramps Up Its Web-Analytics Effort"

InformationWeek > Web Analytics > Baseball Ramps Up Its Web-Analytics Effort > July 10, 2001

Major League Baseball has made a lot of changes to its Web presence this year, and now it wants to know what those changes are yielding. MLB's Internet arm, Major League Baseball Advanced Media, has turned to NetIQ Corp.'s WebTrends Live service to get an idea of how fans are interacting with the league's MLB.com portal, as well as the 30 individual franchise sites. Through the service, MLB Advanced Media now has Web-based access to analytics that provide a snapshot of the visitor experiences, current to within the last 15 minutes.


In the past several months, the league has reorganized its Internet operations under MLB Advanced Media; launched a video-archiving feature built around technology from Virage Inc.; cut a deal with RealNetworks Inc. to create revenue from online radio broadcasts of games; and introduced E-commerce, promotional, and community features to its sites. WebTrends Live is giving the league a better idea of what features fans are accessing most frequently, letting it respond quickly by tailoring its sites to fans' tastes.
Kristen Fergason, marketing manager for MLB