Tennis Canada – Developing and Applying an Analytics Strategy for Participant Management

Data analytics is an integral tool for organizations to optimize their performances. Namely, it is critical in identifying and understanding patterns and trends within data in order to optimize business performance, understand markets, reduce costs, and forecast future outcomes. Understanding the potential to advance and revolutionize their ability to effectively manage participant experiences, Tennis Canada seeks to embrace analytics with respect to participant management.

Tennis Canada, a non-profit sport organization, supports the development, promotion, and advancement of tennis within Canada. Since its foundation, Tennis Canada has strived to grow tennis in Canada, with the vision of Canada becoming a world-leading tennis nation, while valuing teamwork, integrity, passion, excellence, and innovation. Yet, due to the resource constraints and knowledge gaps that plague many non-profit sport business, Tennis Canada has had limited uptake of data analytics within participant management.

Therefore, this application supports Tennis Canada in the introduction, development, and application of a data analytics strategy within the business operations around participant experiences. Working alongside Tennis Canada, this project will assess the current status of data collection, analysis, and interpretation. Data analytics will be used on existing data to identify important insights available. Finally, a data-driven decision-making strategy will be developed that outlines the potential of data analytics within Tennis Canada’s participant management. Overall, successful completion of this application will allow Tennis Canada to harness data analytics to achieve it’s mission and vision with respect to participant experiences.

Faculty Supervisor:

Heather Kennedy;Ann Pegoraro

Student:

Partner:

Tennis Canada

Discipline:

Business

Sector:

Arts, entertainment and recreation

University:

University of Guelph

Program: