Sports organizations have traditionally taken a linear approach to engaging with their fanbase. This invariably involves a fan-engagement strategy for driving audience acquisition at the earliest stages of the fan journey, also known as the “fan funnel”, before taking a broad brush to its fan communications in an effort to boost subscriber retention and customer conversions.
Albeit common practice throughout the industry, this linear approach has become outdated in the modern age of data-informed fan engagement, as mobile-centric, hyper-personalized experiences take precedence.
As organizations seek value in consolidating their fan-data infrastructure, N3XT Sports is presenting The Fan-Data Feedback Loop™, a proprietary framework which outlines three essential phases in an organization’s fan-data transformation:
- The integration of a centralized information system (CRM/CDP) for capturing and leveraging fan data;
- The role of an omnichannel user experience (UX) for personalizing the fan experience;
- How high-quality fan data informs audience growth and artificial intelligence (AI) is being used to identify customer-conversion trends.
Despite rights holders growing their direct-to-consumer (D2C) offerings, our insights show that fragmentation between their digital and data touchpoints is a common barrier for maximizing ROI. This limits an organization’s ability to drive strategic commercial growth, while the industry is leaving billions of dollars in potential revenue on the table as a result of digital-product and data fragmentation.
Download The Fan-Data Feedback Loop™ to discover the crucial steps behind a sports organization’s fan-data innovation journey and how the consolidation, personalization, and optimization of fan data serves executive decision-making at every stage of the fan journey.
