In the opening vignette on sports analytics, ticket prices were adjusted to drive one-time ticket sales.
Analytics aims to determine what is likely to happen in the future. This analysis is based on statistical techniques as well as other more recently developed techniques that fall under the general category of data mining. Two main qualitative data analysis techniques used by data analysts are content analysis and discourse analysis. Another popular method is narrative analysis, which focuses on stories and experiences shared by a study's participants. Analytics is vital in analyzing surveys, polls, public opinion, etc. For example, it helps segment audiences by different demographic groups and analyze attitudes and trends in each of them, producing more specific, accurate and actionable snapshots of public opinion.
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