Marketers Can Now Focus Campaigns On Opponent-based, Player Specific, Weekend vs Weekday, Super, Premium Buyer and Special Interest Fans
Austin, Texas – August 04, 2017 – Today, Umbel, the leading first-party data management platform for sports and entertainment with over 100 clients, announced the launch of their “curated segments” service that provides the company’s high value market segments into specific marketing strategies. This new service empowers clients to efficiently boost revenue and effectively better target fans.
Clients who implement Umbel’s curated segment service will have full access to the company’s specialized data mining and segmentation solutions. This will allow teams to create evergreen segments that will continue to grow as audiences’ change. The service will also offer Umbel’s unique and diverse client base the opportunity to utilize paid campaigns on social channels geared toward the different fan base segments.
New segment examples:
Opponent-based – a client recently created an evergreen custom segment for each of their opponents that included past ticket purchases, demographic information (e.g., zip codes surrounding the opponents’ base), and brand affinities that are local and relevant to the opponent.
Players – MLB players launched their own social network to connect with fans. A client likely has fans that follow top players on Facebook, but don’t follow the team page. Umbel allows them access to in-depth first-party data for specific players.
Weekend vs Weekday – the average fan going to games during the week and on the weekend are normally very different. Umbel segments of all weekday ticket purchasers and layers people on top of that who have signed onto Wi-Fi at previous weekday games.
“Fan bases are continuing to change and engage differently across every league,” stated Natasha Morgan, VP of Marketing of Umbel. “While the focus has shifted towards growing digital footprints and leveraging a larger following, every franchise in the world still want to turn their fans into customers at the end of the day. With our new curated segments, marketing teams will better understand their fan base, leading to more ticket sales.”
At Umbel, we believe data is the most valuable asset a business can own. With the Umbel data management platform, some of the most recognizable names in sports and entertainment access, acquire, activate and analyze their customer data to increase engagement, revenue and loyalty. Founded in 2010, Umbel is headquartered in Austin, Texas.