Analytics Modernization Case Study

Project Overview

The Challenge

As the partnership grew from a single storefront into a multi-channel operation - retail locations across the state, mobile gameday shops, and a growing online store - the original measurement setup needed to evolve alongside it. What worked for one channel at launch would not hold up once store, gameday, and site all needed to speak the same language.

Key challenges included:

• Store, gameday, and online systems that grew independently and needed to be brought into alignment
• Reporting requirements expanding across more sports, more stores, and more seasons than the original setup was built for
• Demand spikes tied to a live sports calendar that a modern infrastructure needed to absorb without breaking
• Multiple stakeholder groups relying on the same underlying data for different purposes
• A need to modernize without disrupting reporting the business already depended on

The Approach

Modernization focused on connecting what already existed rather than starting over, so the business kept its reporting while the infrastructure underneath it was strengthened.

Systems Assessment

Reviewed how retail, gameday, and online systems captured and reported data independently, identifying where they diverged and where they could be connected.

Infrastructure Consolidation

Brought disconnected tracking and reporting pieces into a unified infrastructure that could support every channel consistently.

Scalable Architecture

Designed the modernized setup to expand cleanly as more sports, stores, and seasons were added to the partnership.

Phased Rollout

Modernized the infrastructure in stages so existing reporting stayed dependable throughout the transition.

The Solution

A modern, connected analytics infrastructure now ties retail, gameday, and online activity together, giving stakeholders one consistent picture of the business as it continues to grow.

The Results

With a modernized, connected infrastructure in place, store and web performance have improved, gameday traffic has been handled without the site buckling under peak demand, and conversion has trended upward across departments over the course of the partnership.

• Retail, gameday, and online systems reporting on connected infrastructure
• Gameday traffic handled reliably at peak demand
• Upward conversion trends across departments
• A modernized foundation supporting ongoing email campaigns for gameday information, product drops, and student-athlete appearances

Approach & Capabilities

Systems Integration

Retail, gameday, and online systems connected into a single analytics infrastructure.

Infrastructure Design

A modernized setup built to expand cleanly as the partnership grows across sports and seasons.

Data Architecture

Consistent data structure across every connected channel, designed to scale without breaking.

Reporting & Insights

A single, dependable reporting layer built for store operations, athletics partners, and the online business alike.

Business Impact

Growth exposes the seams in any analytics setup. Connecting retail, gameday, and online systems into one modern infrastructure meant the business could keep expanding - more sports, more stores, more seasons - without stakeholders losing confidence in the numbers along the way.

Through systems integration, scalable infrastructure design, and a phased approach to modernization, this initiative created a connected analytics foundation that has supported the partnership with Hawkeye Fan Shop and the University of Iowa Athletics Department since 2016.

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