Two years ago, the Twins brought on Daniel Adler to make the organization state of the art in baseball analytics. A year ago, Jason Lee joined to do the same thing for the business side. Lee vets new product offerings and initiatives while exploring new approaches for existing data. But “data-driven orgs often miss the voice of the customer,” he says, so Lee is intent on maintaining their influence. For 2020, he’s keen to deploy tools to better understand each fan in the ballpark, not just the ticket purchaser, and try to quantify each fan’s spending over a season or longer, even when they use different means to purchase tickets, food, and merchandise. He’s also intent on revamping approaches to the team’s dynamic pricing and attendance forecasting, using data science and machine learning.