Executives in Boston's major sports teams acknowledged a pressing need to improve the fan experience in an increasingly competitive marketplace at the Experience Economy CIO Summit. Teams are struggling to persuade potential customers to attend home games in the face of the improving at-home viewing experience. Among the strategies the Patriots have used to hold onto its fan base are rookie season-ticket holder orientations and outreach to at-risk consumers, says Kraft Sports Group's Jessica Gelman. One method executives are using to better personalize their relationship with fans is installing iBeacons in their venues. However, Gelman and National Football League CIO Michelle McKenna-Doyle advocate judicious use of data aggregation and analytics to enhance rather than impede fans' enjoyment of the game. Knowledge about the client base is arguably key to teams' providing high-quality customer service, and the Red Sox's Brian Shield says he is concentrating on individualizing the franchise-fan relationship. Meanwhile, the Bruins' Laura Zexter wants to collect information on all arena attendees, and not just ticket buyers. "Mobile and digital ticketing is huge for this industry to put in place, because right now we only know the season ticket holder who purchased the tickets," she notes. "We want to know how long people are waiting in line to get into the building, and what the traffic flow is. We can segment those who are a part of our TD Garden app, and send them push notifications."