Clemson cross-referenced data from licensed merchandise partner Fanatics with its own to produce new insights. (Getty Images)
Data experts say taking the first step can lead to big discoveries
Data can provide a ticketing operation innumerable ways to make itself better. Perhaps that’s what makes data scary to some.

“For me, a few years ago, it seemed like this stuff was really, really overwhelming,” said Mario Morris, chief financial officer and associate athletic director for the Universi...


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