How a Leading Sports League Enhanced Fan Engagement via Attribute Modelling
Challenges
A leading sports league, with 50 million active fans, struggled to connect with fans on a deeper level, resulting in low recall value of marketing campaigns. They lacked the ability to identify right audience segments and deliver consistent messaging, hindering efforts to increase fan lifetime value.
Solutions
- Identified and defined key fan attributes through data analysis, developing a comprehensive understanding of fan profiles.
- Utilized machine learning models to select the most relevant audience segments for specific marketing campaigns, enhancing engagement potential.
- Designed a comprehensive measurement framework to track campaign performance and collect fan feedback for continuous improvement.
Impact
- Enhanced the overall fan experience.
- Ensured scalability to accommodate growing audience needs.
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