Gaining the insight to fill stadium seats and get closer to the fans
By unifying e-mail, social media, Web site, and ticket data, the Sharks now have total visibility into fan activity. This outcome produces more effective marketing promotions that deliver a better fan experience. Additionally, targeted up-selling and cross-selling to subscribers leads to higher opt-in rates and fewer unsold seats.
Having one access point for analytics makes it easier for users to track fan feedback on marketing campaigns and optimize, pivot, and enhance offers in real time. A variety of reports help clarify the impact of each campaign. For example, campaigns can be correlated to ticket sales, sales can be broken down by geography, ROI can be measured, e-mail open and click-through rates can be tracked, and Web site activity can be analyzed.
Revenue can also be tracked by game, including product breakdown, and the Sharks can see if fans who bought tickets attended games. If a season ticket holder skips three games in a row, account managers are notified to reach out.
Self-service access and a graphical drag-and-drop interface let users run these reports and more to test any hypotheses quickly with real-time data. On top of that, these features reduce the workload for IT, allowing teams to focus on future innovations.
With a world-class fan experience as its goal, the Sharks are scoring big as an intelligent enterprise using SAP Customer Experience solutions and SAP Business Technology Platform.