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Some reflections on Tickets.com ProVenue Exchange 2018.
Bob Capewell, national sales director with Fan Manager, shares insights on sports ticketing sales and how far we've come.
"We’re getting more leads through Fan Manager and more incremental conversions – Fan Manager gives us the best of both worlds."
In 2015, a Top Ten MLB team approached Fan Manager with a unique business challenge: improve conversion rates for new purchasers. Although the team had been performing well over the years and had built up a strong fan following, they struggled to gain insight from the disparate and voluminous data in their sales and marketing ecosystem.
Challenged with limited resources, they were unable to efficiently manage and segment fan data to gain insights that would improve the overall fan experience. The sales organization was burdened with an influx of unqualified leads that limited sales efficiency and effectiveness. And, marketing, sales and ticketing groups lacked an integrated toolset to help drive revenue. Overall result on the business: low conversion rates for new purchasers.
Fan Manager addressed these challenges by providing a platform that drives measurable business outcomes. Core to this platform are Fan Manager APIs that synthesize ticketing, email, ecommerce, loyalty, demographics, concessions, surveying, social media, and parking. With the Fan Manager fan-centric data platform in place, which features an easy-to-use interface and straight-forward dashboards, the team was able to quickly gain fan insights and segmentation.
The team achieved significant, monetizable results
Moreover, the team generates and continues to generate automated and personalized fan segments and the ability to create on-demand, non-purchaser audiences, which improves the sales performance of first-time ticket buyers.
In 2016, one of the most successful NFL franchises shared their fan-insights challenges with Fan Manager. Despite their on-the-field success and ability to sell out most games, they had little to no visibility into who their fans were, which resulted in impersonal and out-of-context sales messages and marketing offers. Due to the lack of resources and technical know- how, the team was unable to integrate data from disparate data sources thereby limiting insight into the fan journey and engagement level. The result: limited ability to monetize fans for merchandising, special events, and food and beverage purchases.
The Fan Manager platform was deployed to address these challenges and constraints. Fan Manager seamlessly unified their fan data across their ticketing, ticketing, CRM, commerce and social media providing a fan data warehouse optimized for insights and activation. To do this, Fan Manager’s powerful APIs were configured to cleanse, match, de-duplicate and merge information across the various channels. This enabled the team to create targeted fan-based audience segments for its sales and marketing programs directly from the Fan Manager platform. With the ability to connect their BI tool directly to the Fan Manager database, the team was able to create custom reports and dashboards for distribution across the organization.
The team now has:
Reduced cost to manually process data by 80%
In addition, the team has been able to identify untapped pools of fans with the Fan Manager social data integration adapter, which allow teams to link social media influencers, audiences, and followers to ticket and ecommerce data.