Business intelligence and CRM at Canucks Sports & Entertainment

Problem

The Canucks, Abbotsford Canucks, Vancouver Warriors and Rogers Arena all sell to the same fans. Pricing and membership decisions needed better data than the organization had. There was no BI team or warehouse to bring it together.

Role

I moved from Account Executive to Business Analyst to Manager, Business Intelligence over four years. As manager, I built the BI team and owned the CRM migration.

Solution

• I built a BI team of five from the ground up: hiring, coaching and development.
• We ran the pricing, forecasting and membership revenue analysis that business leadership used.
• I built the data warehouse and reporting layer on Microsoft Fabric, as an early customer from preview to launch.
• We automated recurring reports on ticketing, pricing and campaigns with SQL, Python and Power BI.
• I led the move from HubSpot to Salesforce: requirements, vendor negotiation, contract terms and a phased rollout.

1. Sources

   • Ticketing
   • Memberships
   • Marketing campaigns
   • CRM: HubSpot, then Salesforce
   →

2. One warehouse

   • Microsoft Fabric, as an early customer
   • Canucks, Abbotsford, Warriors and the arena
   →

3. Reporting

   • Power BI
   • Recurring reports automated with SQL and Python
   →

4. Decisions

   • Dynamic pricing
   • Sales forecasting
   • Membership revenue

Revenue across two seasons

+27% across two seasons. The BI team’s pricing, forecasting and membership analysis supported it.

The middle season is derived from the two growth rates.

Outcome

Revenue growth over two seasons

+27%

Revenue growth over two seasons

Growth in each season

15% · 11%

Growth in each season

People on the BI team I built

5

People on the BI team I built

Revenue went from $66M to $84M. The organization also gained a BI team, a warehouse and a new CRM.