DATA-DRIVEN MARKETING FOR SPORTS ORGANISATIONS
Digital marketing gives sports organisations more ways than ever to reach their fans, customers and participants. And data is what makes those interactions more relevant, measurable and effective.
Instead of sending the same message to everyone, data enables you to understand who your fans are, what they are interested in, how they have interacted with you and what they may be most likely to do next. That insight can then determine the message they receive, when they receive it and the channel used to reach them.
ProDataStack helps sports rights owners put data at the heart of their digital marketing. From email campaigns and customer segmentation to automated journeys, paid digital advertising and performance measurement, we help you use what you know about your fans to increase engagement, improve customer experience and generate greater commercial returns.
AUDIENCE SEGMENTATION AND TARGETED CAMPAIGNS
Effective digital marketing starts with understanding who you’re talking to.
We use customer, transactional and behavioural data to create targeted audiences based on factors such as purchase history, geography, interests, engagement and previous interactions. Instead of treating every fan in the same way, different audiences can receive communications relevant to their individual relationship with your organisation.
That could mean promoting tickets to previous purchasers who haven’t yet bought for the next fixture, communicating differently with season ticket holders and occasional attendees, targeting lapsed customers or adapting content for fans in different countries. The same goes for a governing body’s participants – for players, coaches, referees and volunteers. You want them to continue supporting your sport – using data to understand them increases your chances of achieving that.
We help plan, build and deliver email marketing, segmentation, personalisation and targeted digital campaigns, using data to determine who should receive a message – and just as importantly, who shouldn’t.
The objective is simple: make your marketing more relevant to the recipient so they do what you want them to.
CONNECTED CUSTOMER JOURNEYS AND MARKETING AUTOMATION
Your fans interact with you across email, your website, app and social channels, but they don’t see these as separate relationships. Your data shouldn’t treat them that way either.
We help sports organisations move from individual campaigns and disconnected channels towards joined-up customer journeys. Email, SMS, mobile and web push, websites, apps and paid digital advertising can all play different roles depending on the customer, their behaviour and where they are in their relationship with you.
Automated journeys can welcome new fans, follow up registrations, encourage a ticket buyer to purchase again, re-engage someone whose activity is declining or respond to an action as it happens.
Customer data can also support paid social and digital advertising, creating targeted audiences for acquisition, retargeting and conversion while excluding people for whom a particular campaign is no longer relevant.
The result is a shift from channel-led marketing to customer-led marketing – using data to determine the most appropriate next interaction rather than simply deciding what the next campaign should be.
MEASURE, TEST AND OPTIMISE MARKETING PERFORMANCE
One of the greatest advantages of digital marketing is that almost every interaction creates another piece of data.
We help define the KPIs that matter, implement campaign tracking and analyse performance across email, web, paid media and other digital channels. That means moving beyond headline metrics to understand engagement, conversion, revenue and return on marketing activity.
But measurement only becomes valuable when something happens as a result.
We use campaign analysis, A/B testing and ongoing optimisation to understand which audiences, messages, content, calls to action and channels perform best, and use those insights to improve what happens next.
Over time, richer data and more advanced analytics can take this further, helping identify propensity, predict behaviour and determine the next best action for an individual fan or customer.
Every interaction becomes an opportunity to learn more about your audience and make the next communication even more relevant than the last.
