Customer Story
Seattle Seahawks
Uncovering fan experience beyond email, on and off the field.
The Challenge
Manually connecting season ticket data to one off purchase prevented the Seattle Seahawks from knowing highest value customers.
Fan identity limited to email address with no standardization or systematic method across data sets, impacting quality and overall data confidence of the LTV of a fan and the fan experience.
Lacked the ability to create complete and accurate Fan profiles lead to no confidence in the data necessary to personalize the season ticket holder experience both at a game and beyond.
Reliance on manual processing of PII data including phone, age, address, sales of merchandise or food and beverage, led to redundant engineering tasks and slower response time to requests.
The Solution
Single fan data ecosystem accessible to every department of the franchise, including NFL and stadium
Intelligent ID Res improved fan profile accuracy, improved data confidence by adding attributes like LTV, top 10% of fans, Passholder flag, creating a fan view for every channel.
OOTB data processing and standardization to increase speed to add new sources and improve overall data consistency for aligning and normalizing data across the franchise.
Self-serve set-up of bi-directional fan profile with Snowflake and Amperity.
The Results
“When we ran our fan’s emails through Amperity’s Stitch, we found 5,000 fans that we weren't able to uncover before. With accurate Fan identities, we can now engage with them with intentionality.”
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