Major League Baseball is expanding its use of SAS business intelligence solutions to individual teams.

SAS has worked with Major League Baseball Advanced Media (MLBAM), which is the interactive media and Internet unit of MLB, to help track fan interests and loyalty online and at ballparks.

“We’re creating new business benefits through more effective use of business intelligence,” said Bob Bowman, chief executive officer of MLBAM. “Truly effective marketing programs become much less problematic when you have holistic views of your customers, online and offline. That’s why we decided to build on the success of our ongoing efforts with SAS.”

SAS software from its marketing automation solution to its enterprise business intelligence server will be used by individual teams to track customer information over the phone, via the Internet and in the stadiums.

“Our goal is enabling the individual teams to benefit directly from all the business intelligence capabilities SAS provides so we can all generate a 360-degree view of our customers,” said Bob DuPuy, president and COO of Major League Baseball and chairman of MLBAM. “Thanks to our relationship with SAS, each team now has the capability to share customer information gathered from online and offline sources, making it easier for them to develop and execute high-impact marketing campaigns with superior return on investment.”