While they are inextricably linked with entertainment and enjoyment, stadiums and arenas are also serious workplaces and business venues. What’s more, a growing number of them are realising the value of analytics technology – collecting and analysing network data, identifying patterns, and using the insights they glean to inform their operations and optimise the way they manage future events.

The term ‘network data’ is a generic descriptor that can be used to refer to all of the ‘behind the scenes’ data from an enterprise network: the number and type of clients connected; traffic details, including peaks and troughs in usage; location data, including how long users stay in particular areas; and how apps and websites are used on the network.

It can also encompass data collected from other intelligent devices that access the network – think IoT sensors and smartphones which are Wi-Fi enabled.

Once in possession of that data, venues can – and do – use it in a variety of ways, to optimise the way they operate. By utilising network flow data analytics, for example, they can track metrics, such as the number of patrons, network traffic, usage and location hotspots, and compare them on a seasonal, annual or event-by-event basis.

Measuring variability between sites can help to build a deeper understanding of patrons’ preferences and how they change over time. It can also allow operators to identify web usage trends. This is valuable information which can be used to inform decisions around sponsorships, concessions and other ways to connect with customers.

Using network data such as application adoption, time spent on an app and location metrics can help businesses evaluate the effectiveness of emerging and experimental technology, such new mobile app features.

Monetisation opportunities can also present, in the form of potential partnerships and advertising opportunities, when venues are in possession of richly detailed data about their patrons’ online behaviour and preferences.

What venues are doing, regular businesses can, and should, be doing too. While their operations may be somewhat more humdrum – no five-star divas or 100,000-strong grand final crowds to contend with on the average workday! – enterprise has much to gain from analysing networking data more extensively.

Business intelligence captured in this way can be used to optimise an organisation’s physical location and presence, enhance its IT operations and social engagement, and help it to solve business problems related to networks.

But deriving actionable insights from your business’ data reservoir is deeply challenging without the right tools, namely a cloud networking platform that enables you to derive maximum value from the connectivity infrastructure that underpins your organisation.

At Extreme Networks, that’s been our passion and purpose for more than two decades now. Our business, and our rockstar reputation in the stadia market, have been built on the back of our ability to help businesses make optimal use of their network data.

If becoming a premier league network data user matters to your business, we’re here to help.