Detailed Value Cases : |
|||||||||||||
For the Orlando Magic , the fundamental goal is to deliver fans with legendary moments . From the time fans enter Amway Center , the Magic strive to deliver the best possible experience . With a talented and customer-oriented game night staff providing friendly , knowledgeable service and the team ’ s award-winning mascot and live entertainment teams , there is no question that attending a Magic game offers fans a first-class experience . However , over the past number of seasons the Magic have looked to build upon an already strong fan experience by leveraging data and technology . The Orlando Magic were one of the first professional sports franchises to build an enterprise data warehouse , license advanced analytics software , and establish a department dedicated to data science , CRM , and marketing automation . Using these analytical investments , and through the help of key technology partners , the Magic have begun redefining what the in-arena fan experience looks like . |
The journey into data and analytics began for the Magic in 2010 when the team began building its data warehouse to consolidate disparate data sources . The team also began to license various analytical software tools to amplify their reporting abilities . Shortly thereafter , the team built statistical models predicting customer behaviors , ranging from conversion scores for prospective plan holders to the likelihood of season ticket holders renewing their memberships . The Magic continued to build on its findings , implementing CRM in 2012 to better capture fan data through sales and service interactions , as well as integrate customer data and predictive analytics for the sales and services teams to utilize and act upon . In 2014 , the team developed its marketing automation program , which leveraged the team ’ s data warehouse and customer predictions to allow for precise targeting , tailored and personalized content , and automated , trigger-based e-mail deployments . |
For the 2015-16 NBA season , the Magic introduced a brand-new version of the team ’ s mobile app . The new adaptation seamlessly integrated services including mobile tickets , parking , wayfinding , and the ability to purchase unique fan experiences or order food and drinks for express pickup or in-seat delivery . On top of this , the Magic continued to offer flexible mobile ticketing products , called Fast Break Passes , and in-game seat upgrades directly from a fan ’ s smartphone .
We have really taken a mobile-first approach with the fan experience . Anything you can do at a Magic game can be done through our app ,”
Anthony Perez , Orlando Magic Chief Marketing Officer
|
Fast-forward to 2017-18 and the Magic have taken personalization to an even higher level as the team has integrated its analytics and marketing automation engines directly into fans ’ mobile phones . Now , depending on what the Magic know or predict about you , the team delivers targeted and personalized push notifications alerting you of an item available for sale in the app or encouraging you to upgrade your seat from your phone . The team may also tailor your app ’ s layout on the home screen to feature unique offers designed just for you . Other possible features include a mobile coupon placed in your app ’ s wallet to redeem for a free concession item either at the arena or even a corporate partner ’ s external retail location . Additionally , with the launch of the Magic ’ s custom-built mobile rewards program ( which leverages customer data feeds from key systems including ticketing , mobile app , seat upgrades and surveys ), the team may extend to you personalized ‘ challenges ’ for opportunities to win exclusive prizes . For example , fans starting multi-game attendance streaks or purchasing concessions multiple times during a single game may win bonus points to be used towards special prizes . |
Driving Attendance & Mobile Adoption : The Magic identified periods during their schedule when forecasted attendance was low , including early weekday games and periods with high concentrations of home games ( for example the team ’ s 3 home games in 4-nights in late Feb ./ March ). Using customer analytics , the team targeted at-risk accounts with historically lower attendance rates . The Magic extended ‘ Attend and Win ’ challenges to these accounts where the customer received bonus stars or rewards points for attending games using mobile tickets . To date , results have been positive with a 5 percent increase in show rates and a 20 + percent lift in mobile ticket usage .
Anonymous Fan Marketing : After each game , the Magic use real-time mobile app data extracts , to identify anonymous fans ( where the Magic possess no personally identifiable information ) who used the team ’ s app during a game , either in Amway Center or located in the Central Florida region ( based on GPS data ). Leveraging APIs , the Magic then send targeted push notifications and activate in-app advertisements linking these fans to targeted ticket offers exclusively for them . Based on this approach , the Magic have increased its marketable audience by thousands of fans . Additionally , the team has experienced click-through rates of close to 20 percent and sold more than 500 tickets to app users , for which the team previously possessed no information .
This increased personalization has led to results as the Magic are experiencing unprecedented fan engagement levels , including :
Mobile Adoption : 90 + percent season ticket holder app adoption and growing mobile entry rates Engagement Rates : Doubled push notification interactions Satisfaction Metrics : Fan satisfaction scores increased by 20 percent for the team ’ s use of in-venue technology Revenue Increase : Increased concession and sponsorship revenue
Today the Magic combine top-notch , face-to-face service with engaging and personalized communications informed through data and delivered with technology . “ Delivering top notch service has always been a staple of the Magic ’ s game night experience . However , we view analytics and technology as tools to help us better deliver fans with unique , one-to-one experiences that increase engagement ,” said Orlando Magic Vice President of Strategy Jay Riola . “ Because we ’ re an organization that is built on data , the potential for personalization is really exciting ,” said Perez . “ Going forward we ’ ll continue to look for new ways of reaching our fans with fun , friendly content made just for them .”
|
92