Case Study: Texas Rangers achieve attendance boosts with Tableau Software

Texas Rangers gain insight into the bobblehead effect

The Texas Rangers needed to understand how promotions and media buys affected game attendance, but their data was scattered in Excel and hard to access. They wanted to analyze multi-year attendance trends to better schedule giveaways and drive incremental ticket sales.

By adopting Tableau and Tableau Server, the team linked five years of attendance to promotions and uncovered the “bobblehead effect” — giveaways notably boosted Tuesday attendance and an added late‑season bobblehead produced an incremental lift in ticket sales. Shared dashboards gave marketing, box office and accounting access to the same data, helping the organization adopt a more holistic, data-driven approach.

Texas Rangers

Sarah Stone

Manager, Advertising & Marketing