MANCHESTER - Sports teams are tapping more and more information collected from their websites, ticket agencies and social media to better market themselves to fans and potential customers.
And helping more than 20 pro sports teams in that effort is Scribe Software, a Manchester firm with about 70 of its employees working in the Brady Sullivan Tower on Elm Street, according to company President and CEO Lou Guercia.
"We're there to help companies that want to leverage all of that data to be able to do that in a way that maximizes their relationship with the customer," Guercia said in a recent interview before embarking on a week-long business trip with 23 meetings spread over four countries in Europe.
The privately-held company reported recently it had 12,000 customers and 1,000 partners that use its products. Guercia declined to disclose annual sales but said the company is profitable. In the last three years, Scribe Software has more than doubled in size, both in terms of sales and employee head count, he said.
Scribe Software saw a 106 percent growth in the number of partners selling its Scribe Online software in its last quarter, which ended in June, compared to the same period a year ago. That increase helped fuel an overall 251 percent hike in Scribe Online sales through direct and indirect channels during that quarter. Customers also want cloud-based solutions to share data more easily, he said.
The company, founded in 1995 in Bedford, counts the Boston Red Sox, Atlan the Boston Red Sox, Atlanta Braves and the Chicago Cubs among its clients.
Sports teams, he said, typically buy a customer relationship management system from a company, such as Microsoft, that collects information on customers, which includes the buying history of season ticket holders, suite holders and Ticketmaster users.
Scribe's software helps integrate that information, so teams "get a more complete picture of who is attending those events," Guercia said.
If a fan likes the Detroit Tigers, he may get a special ticket offer when the Tigers visit a Major League Baseball stadium close to his hometown, he said.
When contacted, Zineb Curran, director of corporate communications for the Red Sox, declined to comment, except to say in an email: "As an FYI, we do not use Scribe for any of our ticketing data."
Asked about that, Dan MacLeod, a Scribe spokesman, said end-users don't necessarily know they are using Scribe software because one of Scribe's partners sometimes act as a middleman.
New Hampshire is home to many high-tech companies, according to Matt Cookson, executive director of the New Hampshire High-Tech Council.
"There are a lot of software companies here," he said. Some are unknown to the public "because their client base isn't New Hampshire, and we know of several that are very virtual."
Scribe Software was a 2011 finalist in the council's annual product of the year competition.The company's software applications aren't limited to the field. Its website also lists customers in the banking, airline, government and health-care industries.
State agencies in some parts of the country are using the software to track the criminal lives of those going through the penal system, Guercia said."Every state in the country has a need to manage their criminals, from the point in which they are arrested, brought to trial and potentially" incarcerated or put on probation, he said.
"That relationship goes on for the rest of that person's life" and gets tracked, Guercia said. "All of that data is, in many states, managed by Scribe."
He cited Illinois as an example, adding he wasn't sure which other states he was allowed to discuss publicly. New Hampshire is not among them.