Recorded Webinar: Sports & Entertainment Data Integration Solutions Integrating ticket data(Tickets.com and Ticketmaster) with customer data from your CRM system can improve ticket sales, increase employee productivity and reduce time spent on analytics and reporting. Hear Scott Loft, Vice President, Ticket Sales of OKC Thunder, and Katie Morgan, CRM Administrator, Texas Rangers, as they share how ticket data integration with CRM has made a difference in their businesses. Also listen to an informative discussion, with Q&A session and actionable next steps for your business. Also hear Jon Petrucelli, Senior Director, Dynamics Practice at Hitachi Solutions, who works with both organizations on their solutions. The session is sponsored and moderated by Lou Antonucci, Vice President, Scribe Software. Watch this webinar to learn how over 50 professional sports and entertainment customers have streamlined their business, increased revenue and improved customer service through customer data integration. Recorded: 09-17-13

1. CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved.
It’s Game Time. Win with integration!
VOIP Is Enabled, however if you cannot hear please use web meeting dial in details
Host: Lou Antonucci, Vice President of Sales, Scribe Software
Katie Morgan
Ticket Sales & Database Manager
Texas Rangers
Jon Petrucelli
Senior Director
Microsoft Dynamics Practice
Scott Loft
Vice President, Ticket Sales
Ben Wang
Mgr. CRM & Database Operations
Oklahoma City Thunder

2. CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved.
Housekeeping
• Phone lines are muted
• Presentation is approximately 45 minutes
• Use the “Questions” area of GTM to submit your
questions
• All questions will be addressed at the end of the
presentation

3. CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved.
Agenda
• Scribe Overview
• The need for customer data
• Texas Rangers
• Oklahoma City Thunder
• Hitachi‟s top 5 Integration „tips from the field‟
• Call to action
• Questions & Answers

4. CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved.
Scribe Overview
• Pacesetting Capabilities
- We bring customer data anywhere it‟s needed
- Leadership in major customer application markets – MS Dynamics, Salesforce.com
- Partner-Centric Go To Market; it‟s in our DNA
- Extensive ISV network – Exact Target, Marketo, Silverpop, On24, Znode
• Key Offerings
- Scribe Online Platform
- Scribe Online Replication Services, Integration Services
- Scribe Insight
• Established Global Company
- Headquarters; Manchester, NH USA
- EMEA office: Den Haag, Netherlands
• Awards
- 2012 SIIA Codie Award Winner
- AlwaysOnDemand Global 250 Award Winner

5. CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved.
Scribe in Sports, Media, and Entertainment
MLB
Pittsburgh Pirates
St. Louis Cardinals
Atlanta Braves
Miami Marlins
Texas Rangers
Detroit Tigers
Boston Red Sox
Minnesota Twins
Anaheim Angels
Chicago Cubs
Arizona Diamondbacks
NFL
Dallas Cowboys
Miami Dolphins
Carolina Panthers
Houston Texans
Seattle Seahawks
NBA
Oklahoma City Thunder
Phoenix Suns
Minnesota Timberwolves
NHL
NHLPA
Ottawa Senators
Detroit Red Wings
MISC
Indianapolis Motor
Speedway
Wembley Stadium
Walt Disney
Viacom
Carnival Cruise Lines
Pandora

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The Need for Customer Data – Fast Facts
4.5The hours per week the average
employee spends tracking
down information they need to
do their job.1
16%The percent of businesses that
have fully integrated their
customer-facing systems3
70%The percent of businesses that plan
to spend more on data-related
marketing initiatives in 20132
55%The percentage of businesses that
consider data integration to be a
critical component of their
information management strategy
according to Ventana Research
1 Data Growth and Protection Survey, March 2012, Symform & StorageCraft
2 Infogroup, January 2013
3State of Data Integration Survey, Scribe Software, March 2013

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Why is this so important today?
• Constant battle with the fan‟s discretionary income spend.
• It‟s all about cheeks in the seats -
- Do you really understand why your fans come to the stadium?
- Is it that you are in first place?
- Is it because they live in the same neighborhood as the stadium?
- Is it that your stadium is comfortable?
- Is it because you serve Primanti Brothers sandwiches?
- Is it that as a fan, I can interact with other fans during a game?
• Are you keeping pace with the competition?
- Is it HDTV?
- Is it another pro sports team?

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The Texas Rangers
Katie Morgan
Ticket Sales & Database Manager

9. CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved.
Texas Rangers
• Goal: Create a 360 degree view of our customers
• Challenge:
- No CRM System
- Did not know anything about our customers
- Who to call?
- When to call?
- What geography to target?
• Need:
- Simply implementing a CRM system would not be enough
- Needed to augment the value of CRM with more of the „right‟ customer data

10. CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved.
Texas Rangers
• Solution:
- Integrate Tickets.com data to CRM
- General customer data
- Name, address, phone
- Ticket purchase data
- When, where, price
- Integrate with Turnkey Prospector (Axciom data)
- Customer demographic details
- Discretionary income
- Job title, salary
- Family data
- Etc…

11. CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved.
Texas Rangers
• Business Benefits:
- As a result of implementing CRM and integrating data from Tickets.com and
Turnkey Prospector -
- Realizing increased revenues due to increased sales efficiency
- We now know our audience and can better ‘target’ campaigns
- More efficient in who we call and when we call
- Ease of use (due to no need for manual intervention)
- Integrations are automatic and scheduled
- Accurate and timely data
• No time lost due to ‘searching’ for customer info
• No duplication of data or manual data entry errors to deal with
- Effective dashboards at our fingertips because more of the right data is in the
right place

12. CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved.
Oklahoma City Thunder
Scott Loft
Vice President, Ticket Sales
Ben Wang
Mgr. CRM & Database Operations

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Oklahoma City Thunder
• Goal: Create repeat guests profitably
• Challenge:
- Over 250,000 fans, all requiring different levels of team engagement
- No integrated system for storing and accessing customer data
- No consistent processes for leveraging the customer information
• Need:
- A system that would provide standardization and real-time visibility into
all of their customer data

14. CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved.
Oklahoma City Thunder
• Solution:
- Implement Dynamics CRM as central
repository for all customer data
- Using Scribe as the integration toolkit,
have integrated data from:
- Ticketmaster
- Attendance data
- LiveAnalytics data
- Fan profiling
- Fan segmentation
Customers
Tickets
Attendance
Attributes
Memos
Events

15. CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved.
Oklahoma City Thunder
• Business Benefits:
- Specifically, as a result of our integration
- Efficiently get real time data from Ticketmaster
- Micro target and change habits of our fans and increase attendance
- Better understand the fans game night habits
- Integrate event, ticket and attendance data as related entities
- With our overall focus on fan service:
- Improved overall experience of our fans
- Increased sales and profitability
- Increased Net Promoter Scores (NPS) of 91.2% (NBA avg. 40%)
- Ranking as Top NBA Team in fan experience 2 years in a row
- Recently named winner of Microsoft Customer Excellence Award

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Jon Petrucelli
Senior Director
Microsoft Dynamics Practice

17. CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved.
Hitachi Solutions
• Top 5 tips from the field…
- Integration drives user adoption
- Batch integration is easy
- Scribe makes it sustainable
- Scribe Online is like an „Easy Button‟
- There is no „real-time integration‟

18. CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved.
Call to Action…
• If using CRM or planning to use CRM to better understand your fan base -
- Are you accessing enough of the right data to truly understand your fan base?
- Demographic databases (eg: Turnkey Prospector)
- Social Media – Twitter, Facebook, LinkedIn, etc…
- Are you collecting that data in a way to facilitate better fan analytics?
- Have you partnered with an implementation provider who understands the value of
integrating data from multiple sources?
• Scribe can be the „enabler‟
- Visit www.scribesoft.com for a free „trial‟ of Scribe Online
- Visit www.hitachi-solutions.com to learn more about Dynamics CRM & data integration

19. CONFIDENTIAL | © 2012-2013 Scribe Software Corporation. All rights reserved.
Q&A
Contacts:
Texas Rangers – Katie Morgan kmorgan@texasrangers.com
Thunder – Ben Wang bwang@thunder-nba.com
Hitachi Solutions - Jon Petrucelli jpetrucelli@hitachi-solutions.com
Scribe Software – Lou Antonucci lou.antonucci@scribesoft.com
http://www.scribesoft.com/sports_and_entertainment