In the News: Front Office Sports
Front Office Sports - Houston Dynamo Partner with StellarAlgo to Gain Predictive Insights Into Fans
We were recently featured on Front Office Sports in an article on how we help the MLS’s Houston Dynamo to understand fan life cycles and venue demand. Check out this excerpt from the article:
For just over a year, the Houston Dynamo of Major League Soccer have been partnered with StellarAlgo in order to gain a more thorough understanding of their audience. The MLS club works with StellarAlgo’s customer data platform (CDP) to consolidate fan-specific data and gain predictive insights about their customers and their behaviors. This data, in turn, affects the team’s customer engagement strategy.
“From the standpoint of engagement, it is incredibly important to understand your fan base in order to tailor your strategy to match their needs,” says Ian Fleming, Houston Dynamo Director of Strategy and Analytics. “It is understanding what fans want. It is knowing who to contact and when, as well as the journey and timing of the ticket sales cycle in order to better predict and plan internally for future engagement. It is creating a healthy dialogue with fans on a personal level to foster and grow relationships.”
Tennis has seen a substantial increase in interest in the past year. Attendance records are being set across the board for North American tournaments. Tennis is currently ranked as the 4th most popular sport globally (according to World Atlas), with an estimated following of over 1 Billion people.
The sports and entertainment sales and marketing technology stack often times falls victim to the difficult challenge that innovation presents. With so many players in the space, all fighting for the same limited budget, and organizations divided in their priorities on how to use data it can be hard to cut through the noise to understand what technology is right for my organization? When is the right time to implement it? and what is the ROI?
The value of segmentation cannot be overstated when it comes to a team’s marketing and sales campaigns, especially as sports organizations have a limited time frame for marketing campaigns. In fact, organizations that segment and personalize their messages can deliver five to eight times the ROI on marketing spend and can lift sales by 10% or more.
We recently sat down with Kris Knief, Director of Business Intelligence for the Vegas Golden Knights to learn more about his experience in this ever-evolving industry and how data & analytics help him and the Golden Knights.
Email is one of the most cost-effective channels to connect with customers – and a great fit for a post-game follow-up. Email can be delivered quickly, to the masses while still being personalized and it’s still one of the most effective ways to reach your fans.
One thing we’re often asked about is when a team should start promoting a specific event. This question comes from both sales and marketing personnel who want to better understand when their messaging will resonate the most
For sports teams, ticket sales and revenue are at the forefront of most organizational activities. Every season typically starts with securing a strong base of season tickets, partial game packages and groups, followed by a focus on maximizing more variable single game sales. However
The days of cash boxes and rolodexes are long gone. Technology is radically changing the sports industry and giving us access to more data than ever before, from more sources than we could have imagined twenty years ago. Without automation and machine learning, more isn’t always better.
Effective win-backs start the day after a customer attends a game or event. Do your win-back campaigns focus more on customers who haven’t engaged with your organization in the past few years? That’s not a bad group to try and re-engage when timing is right but we need to start thinking more about
We are incredibly honoured to receive the 2019 Innovator of the Year award from Tickets.com at ProVenue Exchange earlier this month. The award names a current Tickets.com Registered Developer partner who has shown innovation and development to further the ticketing industry.