Known to millions of fans simply as "Wimbledon," The Championships are the oldest of tennis's four Grand Slams, and one of the world's highest-profile sporting events. Organized by the All England Lawn Tennis Club (AELTC), it has been a global sporting and cultural institution since 1877.
The Champion of Championships
The organizers of The Championships, Wimbledon, and AELTC have a simple objective: every year, they want to host the best tennis championships in the world-in every way and by every metric. The motivation behind this commitment is not simply pride; it also has a commercial basis.
Wimbledon's brand is built on its premier status; this is what attracts both fans and partners. The world's best media organizations and greatest corporations-IBM included-want to be associated with Wimbledon precisely because of its reputation for excellence.
For this reason, maintaining the prestige of The Championships is one of AELTC's top priorities, but there are only two ways that the organization can directly control how the rest of the world perceives The Championships.
The first, and most important, is to provide an outstanding experience for the players, journalists, and spectators who are lucky enough to visit and watch the tennis courtside. AELTC has vast experience in this area. Since 1877, it has delivered two weeks of memorable, exciting competition in an idyllic setting: tennis in an English country garden.
The second is The Championships' online presence, which is delivered via the wimbledon.com Web site, mobile apps, and social media channels. The constant evolution of these digital platforms is the result of a 26-year partnership between AELTC and IBM.
Mick Desmond, commercial and media director at AELTC, explains, "When you watch Wimbledon on TV, you are seeing it through the broadcaster's lens. We do everything we can to help our media partners put on the best possible show, but at the end of the day, their broadcast is their presentation of The Championships." He adds, "Digital is different: it's our platform, where we can speak directly to our fans-so it's vital that we give them the best possible experience.
No sporting event or media channel has the right to demand a viewer's attention, so if we want to strengthen our brand, we need people to see our digital experience as the number-one place to follow The Championships online." To that end, AELTC set a target of attracting 70 million visits, 20 million unique devices, and 8 million social followers during the two weeks of The Championships in 2015. It was up to IBM and AELTC to find a way to deliver.

Questions for Case 7.6
1. How did Wimbledon use analytics capabilities to enhance viewers’ experience?
2. What were the challenges, proposed solution, and obtained results?

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HAMA WIMBLEDON 29 JUNE - 12 JULY 2015 Centre Court GENTLEMEN'S SINGLES N.Djokovic [1] G.Dimitrov [11] A.Keothavong C.Martinez M.Navratilova S.Star 8+ No.2 Court LADIES' INVITATION DOUBLES THE 125th NEWS Pts 1 You Tube MATCH DURATION: 2:38 SEMI-FINALS No.1 Court SERVE SPEED: 90 MPH MIXED DOUBLES 063774 | 046 62 5 Pts Matches in Progress # MATCH STATS SLAMTRACKER 00 00 MATCH DURATION: 0:00 N.Skupski N.Broady E SLAMTRACKER A.Qureshi [16] V.Dushevina (16) FINAL No.3 Court SERVE SPEED: 73 MPH LADIES INVITATION DOUBLES 1 A.Jaeger R.P.Stubbs N.Tauzit A.Temesvari Court 6 BOYS DOUBLES Pta 03 15 5 MATCH DURATION: 0:30 MATCH STATS Did you know? F.Baldi L.Miedler Free personalization Bohemonde [6] on all towels M.Zukas [6] QUARTER-FINALS SERVE SPEED: 107 MPH 40 2 15 1 MATCH DURATION: 0:07 MATCH STATS Pts SLAMTRACKER 16 26 MATCH DURATION: 0:37 FINAL Court 5 SERVE SPEED: 66 MPH BOYS' DOUBLES SLAMTRACKER Order of Play Live Scores Results IBM Slamtracker Event Statistics SCORES & SCHEDULE DRAWS PLAYERS VIDEO & RADIO TIT (0) SCORES VIDEO RADIO PRIVACY MEDIA JOBS CONTACT SITE MAP LIVE SECOND ROUND Court 7 1ST SERVE R.Matsumura J.Vamasaki Q.Halys [2] J.Tatlot [2] GIRLS' DOUBLES 79% VISIT & TICKETS K.Sebov L.Vidal P.Mon [2] J.Teichmann [2] Follow & Analyze Launch Slamtracker Pls Event Schedule TV Schedules ABOUT 1 4 MATCH DURATION: 1:21 2 6 066 SECOND ROUND IBM. SLAMTRACKER 030 060 MATCH DURATION: 0:33 QUARTER-FINALS FOUNDATION © Copyright RON COM ALLTC 2018. A SHOP