Alight Analytics, a marketing analytics firm based in Kansas City, launched a new product to serve professional sports teams, leagues and other organizations.

Sports Marketing Analytics Solution, currently deployed by the NBA and the Memphis Grizzlies basketball franchise, is built on Alight’s exclusive ChannelMix data aggregation platform.

The platform gathers data from a brand’s varying social media channels into one view. The streamlined collection allows the brand to more efficiently understand its audience and manage digital marketing campaigns.

“With ChannelMix, we automatically bring together all the client’s marketing data into one analysis-ready dataset that’s been organized and cleansed of any errors,” said James Hart, Alight Analytics’ marketing content writer and program manager. “That perfected dataset is then fed into a dashboard that our team builds with Tableau software. The client can then use the dashboard to see, at a glance, how its marketing messages and campaigns are performing.”

According to Hart, the platform can provide time savings of up to 90 percent previously spent manually collecting such data.

Because sports brands often serve more than one audience — the fans and the advertisers — the Sports Marketing Analytics Solution can fit both needs through multiple dashboards. One dashboard might track ticket sales for an internal audience, while another could track the status of advertising messaging to share with brand sponsors.

“Sports brands are different from so many other businesses because they don’t just have customers — they have fans,” said Matt Hertig, Alight’s CEO and co-founder. “And those fans love to engage with their favorite teams on Twitter, Facebook, Instagram and the other platforms within social media.”