Trying to be simple. the university and athletics ran 2 different databases. Therefore managers could not leverage data analytics. The university keeps track with every contributor alumni graduate faculty and ataff. They can focus university communication outreach and slice and dice demographics.

Athletics was not that sophisticated. They didn't even have integrated data on ticket buyers and contributors vs players and graduates. .

The university and the athletic dept is integrating systems and leverage data analytics tools to enhance outreach . This includes resolving duplicate data and changing platforms. Email platforms are one aspect. New systems will allow athletics to see tremds; target outreach ; . They will be able to target trends; be able to see clients contribution and ticket sales and even linking to online official stores to see what purchase history and major etc.

Hokie club membership jumped ro 28k plus -

Btw football is doing the same with all the metrics - data mining of all poosoble receuite in va and be able fo target recruta as well as development.