The NBA team installed the StratBridge.net tool from Cambridge, Mass.-based StratBridge Inc. in August to monitor consumer demand through real-time displays of sold and available seats in its home arena. Now team officials are also using the tool during the monthlong project to set base ticket prices for the next season, officials said.

The new tool has helped the organization quickly develop promotions and sales strategies to fill available seats and to analyze revenue based on long-term sales trends, said Daryl Morey, senior vice president of operations and information for the Celtics.

Dynamic view of trends

"Until we had this tool, it was very difficult to create dynamic packages, because our ticket providers didn't have a rapid way to see which seats were open," Morey said. "Now we can actually see in real time every single seat and how much it is sold for."

The basketball team has already seen a "seven figure" return on investment fueled by five-figure revenue boosts every one to two weeks since it began using StratBridge.net last summer, according to Morey.