Most allow users to define these areas at different geographic levels. With MapLinx, for example, areas can be defined at the state, county, or three-digit zip code level. Less than five years ago, this kind of functionality required a full-blown geographic information system, which in turn required intensive training for the user. Today, there is a range of computer mapping software, allowing users to find one that suits not only their sales or marketing needs, but their computer abilities as well. MapLinx product manager Rick Reichwein thinks his software has worked well for athletic scouts because it was designed for sales and marketing professionals-people who may not be overburdened with sophisticated computer skills.
Baseball is perhaps the most traditional of sports.
As such, it is slow to change. It took Kehaly about five years to fully convince the sports industry of the advantages of a computer database and mapping system. Now several baseball and softball teams at both the college and major league levels make use of electronic data collection and retrieval, freeing their scouts' time and energy while ensuring that they always know who's on first. Paula Kephart is a marketing associate for Claritas Data Services in Ithaca, New York, and a frequent contributor to Marketing Tools.