As we prepare for the Super Bowl football game this Sunday, it seems fitting to look at the NFL for lessons on how we can improve our business. What causes teams like New England and Seattle to succeed at such high levels while others stay mediocre? What can we learn from these organizations?

On every episode of SportsCenter, you are sure to see a variety of obscure statistics that mean nothing to the average fan. Russell Wilson throws less passes per game than any other QB that started 16 games. Marshawn Lynch has the 2nd best rush to fumble ratio in the NFL. Or, the New England Patriots Defense has recorded more sacks than Seattle.

What if these statistics were only available to one team? What if the only information the other 32 teams had to study was their plays and who scores points? The team that can analyze more data will be better prepared to succeed.

Bill Belichick and Pete Carroll are known as the best when it comes to game plans and late round NFL talent. They utilize every bit of information at their disposal to best optimize the offensive and defensive strategies. Whether it’s New England passing on every play during the second half of their game against Baltimore, or Seattle picking Richard Sherman in the fifth round; these two teams are either very lucky or extremely prepared.

Event managers need to think like an NFL team. Dissect what works and what doesn’t. Marketing analytics usually consists of a game plan and sales data with nothing in between. An event in Tulsa resulted in a sales increase of 23% over the next 30 days. After Detroit, sales only increased by 16%.

Maybe it’s time we start analyzing how we got from event to sale. Out of our events, which received the best attendance? What was the average dwell time within our area? Which displays did people spend the most time and least time interacting with? How many event attendees visited a retail location?

Optimization of your event marketing will lfootball ead to more engaged visitors which leads to more sales.