StellarAlgo began its partnership in April and has eight machine-learning models running for the Coyotes to help the front office staff better understand fan interest and the types of messages that resonate.
Cook believes the technology will be a "game-changer" for how the Coyotes front office communicates with and markets to fans.
"Their ability to ingest large amounts of data … and return it to our team in a digestible manner is going to help create efficiencies across all of our marketing and sales channels," Cook said.
The technology, too, is helping the Coyotes adapt during the COVID-19 pandemic.
"Given the smaller staffing that sports teams are faced with because of the pandemic, we have to have strong technology partners in place to help us focus on quality over quantity, especially with our universe of sales leads," said Cook. "StellarAlgo allows us to prioritize our efforts to ensure we're operating as efficiently as possible."
Kurcwal, of StellarAlgo, stressed that the system improves targeted messaging.
"Whether the information comes from channels like email or social media, or through sales reps, you really want fans getting the messages that they're going to be the most interested in.," Kurcwal said.
"Our tools are really helping teams better understand who their fans are and how they're engaging with the team at any given moment, to be able to segment audiences and create lead lists for different types of products," Kurcwal said. "This also helps from a marketing perspective. If you're launching a specific marketing campaign, who are the people that are actually going to be the most interested in it? If you know that, then you can spend your advertising dollars more efficiently and effectively, and, in 2020 and the pandemic, that's never been more important."