PLANO, Texas – In an effort to best assist universities with precise understanding of their fans through data analytics, Learfield and the Kraft Analytics Group (KAGR) have formed a joint venture, KLEARintel.
The strategic venture between the collegiate marketer and KAGR, which has been in development for months, today unveiled its name and logo and announced its initial partner. Mississippi State, a Learfield university partner, is the first to take advantage of the proprietary software, data warehouse, predictive analytics and targeted marketing services. KAGR is working closely with Mississippi State Athletics to elevate their knowledge of the Bulldog faithful – ultimately putting the school in a position to be more focused in their fan communication and engagement.
“KLEARintel combines KAGR’s best-in-class technology, analytics and marketing services with Learfield’s proven ability to grow university revenues,” said Jessica Gelman, CEO of Kraft Analytics Group. “Mississippi State has a passionate fan base and we are excited to help integrate data silos designed to enhance customer engagements, improve business operations and drive revenue by creating actionable data for analysis and marketing.”
Jeff Rubin, president and CEO for Learfield’s digital platform SIDEARM Sports, is overseeing the KLEARintel relationship on behalf of Learfield.
“What Jessica and her team do is simply outstanding,” said Rubin. “Their sophisticated software and level of professionalism in working with the athletics staff is second to none. KLEARintel’s educated insight allows universities to be more intelligent in how they communicate and interact with their fans and escalate what they’re doing at every turn. It is exciting to see this implemented at Mississippi State and we’ve just begun.”
“We are thrilled to partner with KLEARintel and utilize the innovative data analysis they can provide us,” said MSU Senior Associate Athletic Director Scott Wetherbee. “We will now be able to collectively analyze our data and effectively determine ways to increase our season ticket sales and donations. This is certainly a game-changer for us.”
Learfield recognized the value of taking a data analytics product to its university partners and evaluated several technology companies before building a relationship with Gelman. “It didn’t take long for us to develop a deep respect for what the Krafts have been able to do for the Patriots and Revolution through advanced fan data analytics. By coming together, we are able to bring a best-in-breed solution to our university partners that is tailored to the uniqueness of the college and university landscape,” added Learfield COO Marc Jenkins.
KAGR is a technology company focused on data management, advanced analytics and strategic marketing in the sports and entertainment industry. Developed during a 15-year evolution that began with the Kraft Sports Group — comprised of the New England Patriots, New England Revolution and Gillette Stadium — KAGR focuses on providing organizations with the infrastructure needed to create data-driven strategies and increase revenue through the use of analytics.
An industry leader for more than four decades, Learfield has a deep presence in the college athletics landscape nationwide. It manages the multimedia and sponsorship rights for more than 120 collegiate institutions, conferences and arenas, and supports athletic departments at all competitive levels as title sponsor of the prestigious Learfield Directors’ Cup. Learfield also provides its collegiate partners access to professional concessions and ticket sales; licensing and trademark consulting; digital and social platform expertise; and venue and technology systems through its affiliated companies.