The Green Bay Packers are a professional American football team based in Green Bay, Wisconsin. The Packers compete in the National Football League (NFL) being the 3rd oldest franchise in the NFL, dating back to 1919. The Packers are the only non-profit, community-owned major league sports team based in the US.

Their Business Intelligence office is managed by Garrison Cummings, a professional whose passion is leveraging data insights into successful business outcomes. His knowledge of the digital marketing realm and expertise in data analysis has allowed him to gain a great understanding of their fanbase customer journey and he now excels in creating marketing analytics business plans to drive revenue at each stage of the customer journey.

In today's podcast we discuss with him the evolution of data analytics, from the traditional Business Intelligence point of view to how companies are commencing to embed Data Science capabilities transversally across all business units. Garrison describes this evolution within the Packers very vividly, also sharing key insights on the different initiatives that he has led in the past and the analytical vision and mission that the Packers now have set for themselves for the years to come.

Garrison has over 14 years of valuable experience in the e-commerce, catalog, and sports marketing categories, specialising in data practices that relate to web analytics, mobile analytics, SEO/SEM, and e-commerce merchandising.