Skip to main content's Ballpark App — A Case Study


Using the Ballpark App and its beacon technology, the Chicago White Sox have learned more about the customers coming through their turnstiles while providing an added value and touchpoint for fans. Will Snell, White Sox Director of Business Analytics, and Brad Boron, Director of Digital Communications, will cover the opportunities, challenges and practical uses of the data acquired through this fan-first program.


  • Will Snell

    Will Snell is the director of business analytics for the Chicago White Sox, having recently joined the organization in July of 2017. In his role, he is responsible for the development and implementation of the White Sox business analytics strategy. Prior to joining the White Sox, Will spent 5 years with the athletic footwear retailer The Finish Line, helping build their centralized business analytics team, and has also worked for Amazon Fulfillment. Will received his BS in Finance and Supply Chain Management and Masters in Business Analytics from Indiana University's Kelley School of Business.

  • Brad Boron

    Brad Boron is the director of digital communications for the Chicago White Sox, having joined the organization in 2014. In his role, he oversees all digital media, online video, mobile marketing and social media activations, as well as e-mail marketing and emerging technologies. Prior to joining the White Sox, Boron spent seven years with the NHL’s Chicago Blackhawks, building the team’s digital presence and winning's "Best Brand Use of Twitter" award in 2009, and has also worked in state government. Boron received his BA in Strategic Communication from the University of Wisconsin-Madison.