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U.S. Open Fans Touch the Future of Cognitive Experiences

Deloitte's InsightStudio taps innovative capabilities with USGA to boost fan engagement

NEW YORK, Sept. 28, 2017 – Deloitte's InsightStudio is breaking new ground by combining its outcomes-based design approach with innovative cognitive and analytic solutions to uncover new ways to increase customer—or in this case, fan—engagement. Deloitte recently demonstrated its state-of-the-art capabilities in what might seem like an unexpected setting — the 117th U.S. Open at Erin Hills, Wisconsin, conducted by the United States Golf Association (USGA).

More than 4,000 golf fans participated in Deloitte’s "Advance Your Insights" exhibit as a part of the USGA Golf Innovation Experience during the championship. Deloitte's InsightStudio designed and created wall-sized touch screen data visualizations that enabled fans to explore U.S. Open trivia, historical data on the golfers, and an algorithm that matched fans with a player in the field that they were most like.

Real-time big data from more than 10 sources were collected, analyzed, and converted into visualizations that highlighted player stats and tracked the movement of U.S. Open fans on-site, using Skyhook precise location-sensing technologies built into the U.S. Open mobile app. Fans interacted with the data to gain insights into their collective behaviors and preferences, including crowd density at each hole, best spots for spectators to view a hole, and the movement of fans relative to players.

Deloitte's consulting practice has collaborated with the USGA since 2014, developing actionable strategies to strengthen the golf ecosystem and shape customer experience. Deloitte and the USGA further solidified their relationship in 2016, as Deloitte became an official sponsor of the organization, in support of their mission. The opportunity to showcase this relationship, while enhancing the fan experience at the prestigious U.S. Open Championship, reaffirmed Deloitte's ability to help organizations gain deeper insights into customer behavior, spot emerging trends, and track the movement of people and products in real time.

"Our InsightStudio is helping organizations across various industries—not just sports—unlock the power of cognitive insights to address their most pressing issues," said Ryan Renner, principal, Deloitte Consulting LLP and Deloitte's Cognitive Advantage leader. "The studio team brings a distinctive blend of business, science, and technology capabilities to quickly turn ideas into tangible outcomes within weeks, not months or years. Our work with the USGA demonstrates how we can help clients light up new and innovative solutions to strengthen engagement with their core customers."

"We are always thinking of ways to enhance the fan experience to attract and better engage new fans," said Sarah Hirshland, senior managing director of business affairs at the USGA. "Deloitte's thought leadership and expertise helped us achieve both of those goals this year."

Today, Deloitte's InsightStudio is developing new ways its cognitive and analytic solution can help businesses, event organizers, and public safety organizations gather new insights from real-time crowd data to improve customer satisfaction, marketing, safety and security, and emergency response.

About Deloitte
Deloitte provides industry-leading audit, consulting, tax and advisory services to many of the world’s most admired brands, including 80 percent of the Fortune 500 and more than 6,000 private and middle market companies. Our people work across more than 20 industry sectors to deliver measurable and lasting results that help reinforce public trust in our capital markets, inspire clients to make their most challenging business decisions with confidence, and help lead the way toward a stronger economy and a healthy society.

Media contacts:

Courtney B. Smith
Public Relations
Deloitte Services LP
+1 571 882 5197

Alicia DiGennaro
Public Relations
Deloitte Services LP
+1 212 436 2416

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