Business Intelligence Operations
Resume:
ADAM L. FALKSON
***** ********** ***, ***** **, *0832
****.*******@*****.***
Strategic thought leader with nearly fifteen years of experience working for multiple major league sports and entertainment organizations. Instrumental in building two of the premier business strategy and intelligence departments in the industry. Deep understanding of sports strategy, BI, analytical best practices and technologies with a proven track record of driving record revenue growth, fan engagement and overall business performance. EXPERIENCE
Detroit Pistons Basketball Company/313 Presents, Detroit, MI. Ownership group of the Detroit Pistons, Motor City Cruise, Pistons GT and Henry Ford Pistons Performance Center, one of the premier practice and training facilities operated in the National Basketball Association. 313 Presents is the largest live entertainment promoter within the Detroit DMA with ownership of multiple entertainment venues including Pine Knob Amphitheater, Fox Theater and Little Caesar’s Arena (LCA) concerts and shows.
August 2021 – June 2025
Vice President, Business Intelligence
● Lead team of dedicated analytical professionals that served as the analytical agency of record for the entire Business Operations Group. Helped Pistons achieve revenue records during the 2023-2024 NBA season.
● Collaborated with C-Suite executives to understand and define strategic business objectives and KPIs to measure success and to develop plans on how to meet those targets.
● Oversaw all data science and revenue modeling efforts related to primary and secondary ticket sales and retention with total ticketing business growth of nearly 40% during tenure.
● Lead the negotiation of ticket consolidation and primary ticketing system RFPs which resulted in guaranteed ticket revenue growth of nearly 100%.
● Built out the organization’s customer data platform (CDP) capabilities allowing for hyper-targeted segmentation and marketing customization to enhance customer acquisition, retention and LTV.
● Reimagined the organization’s entire analytical reporting infrastructure with the implementation of Tableau which now serves 100+ users time reporting and analytics across the entire organization including C-Suite executives.
● Oversaw the integration and enhancement of industry leading technologies such as Salesforce, Dynamics 365, DocuSign, KORE, Qualtrics and multiple AI enablement tools.
● Managed CRM and Data Warehouse teams that collectively housed approximately 5M customer records and 3B unique data points. This group identified, cleansed, segmented and disseminated thousands of leads annually to stakeholders including Ticket Sales and Marketing & Brand Operations.
● Drove team app user adoption by partnering with internal and external stakeholders to create a seamless and integrated purchasing and content consumption experience.
● Evaluated third-party SaaS solutions for the Business Operations unit and championed new technologies. Completely overhauled the analytical tech stack with an annual tech budget of nearly $2M annually.
● Rebuilt the Corporate Partnership Analytics & Fan Insights vertical within the BI team to serve as an industry leading reporting and insights unit with total sponsorship revenue up approximately 50% during tenure. Group responsibilities included rate card build and repricing, internal qualitative research and survey initiatives related to sponsor recall and brand health.
● Worked with LCA’s concessionaire and merchandise partner Delaware North to ensure shared revenue objectives were met and that fans were provided a first-class, innovative service and technology experience. Monumental Sports & Entertainment, Washington, DC. Ownership group of: the Washington Capitals, Wizards, Mystics, Go-Go, Wizards District Gaming; Capital One Arena, the premier sports and entertainment venue in the Washington D.C. Metropolitan Area; Monumental Sports Network, a direct-to- consumer OTT streaming service providing unique content centered around MSE’s properties. September 2011 – July 2021
Senior Director, Business Intelligence – Fan Analytics/Data Science
● Lead analytics team responsible for all data science business initiatives related to MSE’s ticketing, F&B and OTT business units, which included retention, lead score and churn modeling, package and dynamic pricing, inventory management, secondary market insights and sentiment analytics.
● Directed the annual ticket revenue forecasting and budgeting process for all MSE team properties. MSE realized greater than 6% annualized ticket revenue growth during tenure.
● Oversaw data strategy and architecture for Monumental 360: an all-encompassing data warehouse initiative comprising nearly 4M individuals across more than a dozen distinct sources. Monumental 360 powered the company’s ability to generate customer segments, target them with appropriate offers and message them via appropriate marketing channels. Achieved database growth over 100% during final four years with organization.
● Acted as MSE’s technical lead for data-focused corporate partnership initiatives including a 7-figure agreement to build a Fan Insights Platform in conjunction with Alibaba Cloud.
● Served as lead developer of nearly all BI department reporting efforts through MSE’s Tableau implementation: an extensive catalog of real-time dashboards across all departments including ticketing, building operations, corporate partnerships, executive seating, F&B, merchandise and HR. The platform directly served more than 30 users including C-Suite officers.
comScore Inc., Reston, VA. Provides syndicated and custom solutions in online audience measurement, e- commerce, and advertising to advertising agencies, publishers, marketers and financial analysts. November 2010 – March 2011
Data Analyst, Census Research and Development
SNL Financial, Charlottesville, VA. Specialized data provider of information within the financial, banking, insurance, real estate, energy and media sectors for corporate and financial entities. June 2006 – October 2010
Business Systems Analyst, Statutory Insurance Group (July 2009 – October 2010)
● Created advanced SQL queries and stored procedures to ensure that data complied with SNL's accuracy standards.
Product Manager, Financial Institutions Group (July 2007 – July 2009)
● Managed all product development activities from conception to launch of SNL’s sell-side estimate and research report redistribution and demographics products with combined annual revenues in excess of $2M. Content Analyst, Estimates Data Management Group (June 2006 – July 2007 ) EDUCATION
Georgetown University; School of Continuing Studies Washington, DC
Graduated December 2012 as Master of Professional Studies in sports industry management University of Virginia; McIntire School of Commerce Charlottesville, VA
Graduated May 2006 as Bachelor of Science in finance and marketing TECHNICAL AREAS OF EXPERTISE
● Business Intelligence Reporting: Advanced Tableau Desktop/Sever experience, Qlik
● CRM/Database/Data Management: Advanced SQL proficiency, Salesforce (Sales & Marketing Clouds), Microsoft Dynamics 365, KORE, Archtics, DocuSign, AWS/Azure/Alibaba Cloud, Eloqua, ETL
● Other Relevant Technologies: Qualtrics, Medallia/Riptide, Python, Satisfi Labs, AI-based sales enablement tools (Conversica, WolfCycle, etc.), ChatGPT, Microsoft CoPilot
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