TDWI Chicago Leadership Summit

CASE STUDY: Driving Revenue thru Data – the Chicago Cubs Data Journey

May 7, 2018

Prerequisite: None

Chris Brummett

Manager of DW and Business Intelligence

Chicago Cubs

Andrew McIntyre

VP Technology

Chicago Cubs

The Cubs Data Journey started back in 2009 when the Rickett’s family purchased the Cubs from the Tribune Company. The Ricketts set three organizational goals – Win the World Series, Preserve Wrigley Field, and Be Good Neighbors. In order to accomplish these goals, the Cubs developed a strategic plan that included 9 operational and 5 culture initiatives. One of the initiatives in the plan was building a competitive advantage through technology with an emphasis of leveraging data to drive business decision making.  This was the beginning of our enterprise data management journey. From the beginning, we identified strategic datasets that would help us build out our overarching goal of a 360 degree view of the customer while achieving operational insights along the way.  Subject’s areas included ticketing sales and attendance, corporate partnerships, marketing campaign effectiveness, and other supplemental data sets that had never been available previously.

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TDWI Chicago Leadership Summit

Chicago Hilton
Chicago, IL
May 7–8


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