Unified Data in Sports Marketing: Why You Should Centralize before You Market

Modern marketers face a tough task in personalizing the match day experience of fans, enhancing their enjoyment of and interaction with their favorite players, managers, and clubs. In order to succeed in personalization, clubs and sports brands need to take a step back and ensure unified data in sports marketing before personalizing interaction for connected fans.

Why Centralization Matters

Most clubs already have a variety of personalized data on their fans, such as demographics and purchase information. However, for many this information is culled from a variety of marketing channels that include email marketing, ticket sales, e-merchandise sales, social media interactions, and even user data from premium content subscribers.

Without unified data in sports marketing, your club or brand faces a labor intensive task to collect data from various channels and create a personalized campaign that follows the characteristics your fans want from certain touch points. Unified data puts all that information in one place for marketers to go quickly, easily access vital data, and build campaigns based upon not only their full knowledge of connected fans, but also up-to-date knowledge.

If you don’t think unified data matters, think again. The Relevancy Group found that 1/3 of executives found “centralized customer data that is actionable” to be a priority in improving ROI of email marketing, for example.

How to Use that Unified Data in Sports Marketing

When it comes to sports marketing, the second screen is the primary place to monetize fan engagement using unified data. Consider the impact of Euro 2016 on fan engagement, with 4 in 10 internet users watching the matches from Euro online. On top of that, 90% use a second screen device while watching TV and 60% use mobile second screens to dual-screen events.

With all of your data unified, the question you now face is, “where to connect with fans?” The second screen is the clear answer because it delivers the ability to connect with your fans at any time. You can engage with them in the stadium during a match, connect them to your brand in the parking lot or pub beforehand, and even reach them at home on a non-match day.

Your fans remain connect to your primary touch points, such as fan membership and email subscriptions, and you can use unified data from these sources to execute personal messages and marketing campaigns at the right moment.

The ConnectedFan Solution

Clubs and brands, both big and small, can use the ConnectedFan solution unify consumer data in one application. Using the second screen, you can connect directly with fans in an efficient manner that is personalized to each fan. For example, the new Time Machine feature allows fans to relive the match-day experience by replaying match events when they’re ready.

Additionally, your brand can connect with fans via premium content and contextual advertising, such as dynamic ticketing that offers exclusive member pricing for the next match day or limited-edition merchandise offers.

The 2016 Rio Olympics are right around the corner, and now’s the time to take advantage of unified data in sports marketing. Use the second screen to build your fandom, engage with followers, and monetize your fanbase.

ConnectedFan is a unified data, second-screen solution that helps sport brands, clubs, and stadium ownership groups unify all their fan data from across a variety of marketing channels in one place. This information then becomes easier to access and more valuable in building personalized match-day experiences for fans that reach them on their second-screen devices. Browse our site to learn more about our Time Machine feature and premium content. We’ll help you discover how to reach your fans at the best moment, using the most enhanced data, in a manner that creates a greater fan experience while also providing monetization opportunities for your brand.