#21 Sports CDP Strategy implementation use cases

Excerpt: we also want to give you something more concrete for you to refer to. So, we have listed a few resources below in the description box to help you with specific strategies. For example, a first party-data strategy - is for those who want to make collecting first-party data their priority. An omnichannel guide for those who want to give their supporters consistent and seamless experiences, both online and offline. We have also included Cult Branding’s overview of 52 Marketing strategies.

Going into specific use cases might help us all understand what a strategy looks like so why not dive right into that? We will underpin these use cases by using actual examples of what some of our customers were able to achieve by having a solid strategy. You can see these in more detail on our website www.datatalks.se.

Let’s first look at how AIK generated 6 figures during one marketing campaign - yes you heard right, 6 figures during one marketing campaign.

Every strategy begins with a goal so what was AIK’s goal? To get as many of their supporters as possible to buy a season ticket. What did they do?

1. They prioritized having a 360-degree view of each of their supporters by using a sports CDP.
2. And then they divided their supporters into three segments and began to send personalized emails to each supporter segment.

And what were the results? More than 600 000 Euros were generated from a campaign targeting only about 2% of their entire supporter database. And all of this was created in the space of 2 weeks.

Now let’s look at how Västerås IK took its digital marketing journey to the next level!

We have often spoken about the importance of working data-driven and going digital. One sports organization that took our advice in its stride is indeed Västerås IK. Their goal was to simply be more data-driven and digital. And what did they do? They integrated their ticketing and merchandise providers in their sports CDP to get a 360-degree view of their supporters. And what have been the results? Västerås IK now understands each of their supporters better and are in a great position to send out hyper-personalized messages to them in order to increase ticket and merchandise sales and increase fan engagement. All of this in 3 months

Last but not least, let’s look at how IFK Göteborg boosted their revenue on their Christmas campaign and Black Friday Campaign.

So what was their goal? IFK Göteborg wanted to increase their transactions and revenue for the Christmas and Black Friday periods. So what did they do? After successfully integrating their merchandise suppliers into the CDP, they created two target segments and send them personalized emails. And the results were a ten-fold and 13-fold increase in revenue from the Christmas and Black Friday campaigns, respectively.

It’s worth noting that all these three organizations use a sports CDP to power their strategies. Anything other than a CDP leaves too much room for error since the results of whatever you do cannot be forecasted before you embark on your goal neither can they be effectively measured, and/or monitor during and after your campaigns.