Peter Ibarra and Peter Lenz Make it to the Final Four at the MIT Sloan Sports Analytics Conference

Sloan Sports Analytics Conference

Boston and New York – March 14, 2016 – Dstillery, a pioneer in big data intelligence, today announced that Peter Ibarra, Data Analyst, and Peter Lenz, Geospatial Analyst, presentation made it to the Final Four at the 2016 MIT Sloan Sports Analytics Conference and was the Top Paper in the Business of Sports track. The presentation, ‘Using Digital Signals To Measure Audience Brand Engagement at Major Sports Events,’ explores the hypothesis that brand sponsorships and brand placements can be evaluated using  digital data signals gathered from Major League Baseball stadium visitors.  


The research was conducted by Peter Ibarra and Peter Lenz at Dstillery. The presentation, which is part of the 2016 Research Paper Competition, was delivered on March 11th at the Boston Convention & Exhibit Center. More details about the conference and the competition are available at


“This event afforded us the opportunity to collaborate with sports executives, leading researchers and students to discuss the increasing role of analytics in the global sports industry,” said Dstillery’s Peter Ibarra. “Our audience research is unique, as it marries offline and online behavior by using online behavioral data to analyze visitors to a physical location. Our study shows that brand sponsorships have an impact on fan engagement, and in some cases increase in value as the season progresses.”


One finding is that Colorado Rockies fans at Coors Field are 13.6 times more likely to visit an airline sponsor’s website than the general population and 4.1 times more likely than all other MLB team fans. When looking at monthly trends, the propensity for fans to visit the airline sponsor site versus all other MLB fans increased from 4.1 to 6.8. Additional examples will be explored during the presentation.


“This research has far-reaching implications for matching teams with prospective sponsors, while at the same time providing a comprehensive perspective on how the audience at each ballpark is interacting with current brands,” said Peter Lenz of Dstillery. “Furthermore, the methods described allow one to quantify the impact of corporate sponsorships in a way that has never been explored before.”


Peter Ibarra and Peter Lenz are members of the award-winning Dstillery data science team. Peter Ibarra works closely with digital advertisers on consumer research and digital insights. Peter Lenz is responsible for spatial data collection and liaising with clients to determine how to best apply geodata to their campaigns.


About Dstillery

Dstillery is a pioneer in big data intelligence. It uses a combination of proprietary technology and human intuition to help brands and media companies achieve their marketing objectives. The company distills massive data sets to identify patterns in consumer behavior and build custom audiences across multiple channels. Brands and media buyers activate these audiences using Dstillery’s managed service or programmatic self-service platform. Dstillery is distinguished by its transparency and passion for good science, values held by its 165 employees across eight offices in the U.S. Its 97% client retention rate is testament to the quality of both its performance and its service. For more information, visit


About The MIT Sloan Sports Analytics Conference
The MIT Sloan Sports Analytics Conference provides a forum for industry professionals (executives and leading researchers) and students to discuss the increasing role of analytics in the global sports industry. MIT Sloan is dedicated to fostering growth and innovation in this arena, and the conference enriches opportunities for learning about the sports business world. The conference is open to anyone interested in sports.