SXSW PANEL: How Big Data Helps Convert Fans Into Customers

This post is a follow up on our first post this week about our SXSW Interactive panel series.  Umbel is hosting a full day of panels on big data from 11a.m. to 4.30p.m. on Friday March 13 with a line-up of global experts who’ll be discussing data insights, best practices, success stories and the very latest in big data technologies. Panels are open to all SXSW Interactive badge holders.

PANEL 2: How Big Data Helps Convert Fans Into Customers
Friday, March 13, 12:30PM-1:30PM at ACL Live at The Moody Theater

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Marketing and Business Leaders from the Indiana Pacers, Turner Sports and Bon Jovi’s Management Team examine how these innovative sports and entertainment companies use data to engage and delight fans, and convert them into paying customers. 

Panel Overview

With the right tools and resources, big data empowers big opportunities to increase ROI, wow customers and drive conversions. But even with the right tools, do you know how to identify your high value fans who engage with your content? Are you able to use the right data to surprise and delight them? Do you know how to engage them right when they are most likely to convert? Do you know enough about them to run campaigns that convert them into paying customers? 

Learn how market leaders like the Indiana Pacers, Bon Jovi and Turner Sports are driving ROI and growing their businesses by using big data and customer data platforms like Umbel to identify, segment and target their most-likely-to-buy customers. It’s about customer lifetime value and how data transform your brand into one driven by happy, loyal customers who come back time and time again.


Rob Laycock, Vice President, Indiana Pacers

Rob Laycock is the Vice President of Marketing for the Indiana Pacers. He helped the Pacers increase single-game ticket sales by 55 percent. His role is focused on increasing the Pacers and Fever fan base and increasing attendance at games. In 2013, Laycock was named on Indianapolis Business Journal’s Forty Under 40 and in 2009 he was named one of five NBA executives driving change by Sports Business Journal.  Pacers Sports & Entertainment owns and operates the NBA’s Indiana Pacers and WNBA’s Indiana Fever. Additionally, it is responsible for the day-to-day marketing and operations of Bankers Life Fieldhouse.

Anthony Piedmonte, Head of Digital Initiatives, Bon Jovi Management

Anthony Piedmonte is the Head Of Digital Initiatives at Bon Jovi Management. An American music manager with extensive experience in the touring industry, Anthony has deep experience in the use of disruptive technologies as an innovative marketing tool and a pathway to alternate revenue streams. Anthony joined Bon Jovi Management in 2010 and the band was the largest grossing tour in the world for 2013.

Pete Scott, VP Emerging Media, Turner Sports

Pete Scott is Vice President, Emerging Media with an expanded role of overseeing new technologies for NCAA and Sports Illustrated Digital. He assess new products and platforms that can be integrated into the company’s digital properties including,,, Bleacher Report and He has been with Turner Broadcasting since 1989 first as an editor and cameraman for CNN, a Senior Video Producer for Fox, as GM and Business Manager for and and as an Executive Director of Digital Partnerships and in charge of Turner’s content and business relationship with Yahoo Sports. 

Nick Goggans, Co-Founder & Chief Strategy Officer, Umbel (Moderator)

Nick’s diverse background spans multiple analytics and communications disciplines during 10 years in media. Nick is a co-founder and is also responsible for strategy and business development at Umbel. Most recently Nick was President and Co-Founder at Lytiks, Inc. (acquired by Thrive Hive), and also created the web-TV show, interviewing Boston area innovators. He also owns an entire collection of red Converse Chuck Taylor sneakers.