There’s nothing like watching your favorite sports team live and in-person. The roar of the crowd. The smell of the concession stand. The suspense of the game clock winding down to its final seconds. But would you have guessed that behind every ticket purchase, box of cracker jacks, and Jumbotron moment, there are teams of data professionals working to make your fan experience even more seamless and engaging?
Joining Cindi today to discuss the data and analytics powering our favorite sports events are Jay Riola, the SVP of Strategy & Innovation for the Orlando Magic, and Charlie Shin, the VP of Data Strategy and Analytics for the Indianapolis Colts.
With perspectives from both the NBA and the NFL, Jay and Charlie explore the evolution of mobile ticketing, challenges with identity management, the importance of building fan trust, and the most surprising insights they’ve ever discovered within their data.
Charlie Shin is a highly analytical customer strategy and marketing executive with global and domestic experience in data analytics, strategic planning, project management, customer segmentation, customer relationship management, and KPI management. He excels at guiding enterprise data strategy, CRM initiatives, and organization-wide marketing technology infrastructure.
Prior to joining the Colts, Charlie was a VP of Strategy & Analytics at MLS for past 15 years where he developed the foundation and enhanced league-wide data strategy, analytic capabilities and CRM technology infrastructure. He also worked as a senior business consultant at Samsung OpenTide and PwC Consulting for over six years managing various projects related to customer strategy, CRM strategy, performance marketing, customer segmentation and new business model development. In addition, he currently serves as an adjunct faculty at NYU and Columbia University.
Charlie holds a BA in business administration from Yonsei University and an MS in sports business from New York University.
Jay Riola is entering his 16th season with the Orlando Magic. He was promoted to senior vice president of strategy & innovation in July 2019. Riola oversees the Magic’s business strategy and innovation efforts including data engineering, strategy and analytics, mobile strategy, CRM, digital marketing and marketing technology, as well as other strategic initiatives and special projects.
Riola started with the Magic as an intern in 2006 and worked as part of the Magic’s internal team overseeing the design and construction of the Amway Center, which opened in 2010. Since 2010, he has worked in several roles to grow the Magic’s data and analytics program from a small, startup effort into a department that is regarded by sports industry professionals as a best-in-class team. Riola has also helped lead the Magic’s mobile strategy and digital technology efforts, including advancement of the team’s mobile app and development of new and innovative digital ticketing solutions. In 2016, he helped lead the process to bring the Orlando Magic’s G-League team, the Lakeland Magic, to Lakeland, Florida, negotiating the deal with the City of Lakeland and the RP Funding Center.
In addition to his role with the Magic, Riola is an adjunct instructor with the DeVos Sport Business Management Graduate Program at the University of Central Florida, where he teaches a sport business analytics course. He is active in the broader sports business industry serving on several boards and advisory committees, including currently serving as chair for UCF’s DeVos Sports Business Management Program’s Advisory Board, Baylor University’s Center for Sports Strategy and Sales (S3), KORE Software’s Customer Advisory Board, the Greater Orlando Sports Commission’s Human Rights Committee for its 2026 FIFA World Cup Candidate City Bid and the NBA’s Team Innovation Advisory Council (TIAC). Riola also serves on the board of Sports2Change, a nonprofit organization he founded that encourages volunteerism among youth student-athletes in Central Florida.
Riola received his bachelor's degree in business administration with concentrations in finance and marketing from Trinity University in San Antonio, Texas in 2006, where he played on the men’s basketball team. He received his MBA from the University of Florida in 2011. Riola currently resides in Orlando’s College Park neighborhood with his wife, Julia. They have a daughter, Madeline, and a son, Mason.
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