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10 Specific Ways Teams Use Fan Data to Increase Conversions

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Prioritise Ad Spend with Lifetime Value

ONE

Achieve Advanced Segmentation for Email

TWO

Unlock Secret Targeting for Facebook & Twitter

THREE

Acquire Online Leads at Live, Offline Events

FOUR

Discover Where Your Fans Hang Out Online

FIVE

Retargeting—You’re Doing It Wrong

SIX

Identify Web Behaviours That Actually Matter

SEVEN

Stop Predicting, Start Knowing What Your Fans Like

EIGHT

Optimise Your Funnel— Calculate How Activities Impact Closing

NINE

Reduce Churn—Predict Which Fans Will Leave Before They Do

TEN

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You have Pay-Per-Click campaigns running across every network imaginable, your email nurture programs are humming along and you advertise on ALL the popular social networks. What’s next?

Before you expand into yet another channel, wouldn’t it be great to boost conversions for the campaigns you already have running? Better yet, wouldn’t it be nice if you could do it analytically and with 100% certainty for sports and live events (or any other business model)?

Fortunately, you can—and it’s not difficult. We learned these strategies after years of testing marketing campaigns, analysing and then testing again, all while working with some of the most recognisable names in sports and entertainment like Fulham FC, Turner Sports and Entertainment, Formula One, and more.

Luckily, you can skip all the trial-and-error (and failure) and just follow the tips outlined in this guide. And no, we aren’t going to suggest something depressingly vague like “write great content” or mind-numbingly obvious like “use Google Adwords.” We know you’re already ahead of the game, but now it’s time to kick it up a notch.

The secret to boosting conversions lies in putting your own customer and fan data to work. So before you spend one more minute brainstorming a mind-blowing newsletter or crafting a million dollar tweet, do yourself a favor and implement these 10 specific tips for your fan data.

Overview

Increasing Conversions

Learn How More Teams Reach and Convert Fans

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Prioritise PPC Ad Spend with Lifetime Value

Say you’re holding a special exhibition match in Madrid. Wouldn’t it be great to know that customers who convert for “Madrid Football” generally buy a premium ticket (€650), whereas customers who convert under “spain football matches” purchase a standard ticket (€180)? You can do this with Lifetime Value (LTV), and you can do it at the campaign, ad group or even keyword level.

What You Need

• Pay-Per Click Campaigns (Google Adwords, Facebook, etc.) • Billing/Ticketing Data • Lifetime Value by Customer • Mechanism for associating PPC data with billing/ticketing

data

How You Do It

First, you need to add parameters to your destination URLs that pass the campaign, ad group or keyword information.

TIP ONE

If you’re using Auto Tagging for Google Adwords, we suggest you have your utm or other parameters override it or turn off Auto Tagging altogether.

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You shouldn’t bid the same amount on two

keywords just because they have the same

conversion rate.

Prioritise PPC Ad Spend with Lifetime Value

How You Do It (cont.)

Next, get with your developer and have them store the information in the URL parameters to a cookie, and then pass those values along to the customer’s billing or ticketing record if they convert. You must store the values or they’ll be lost once the user visits a second page of your site. If you have a first-party Data Management Platform (DMP) such as Umbel, your work is done. Simply allow your DMP to capture the information and automatically associate the data with the customer, and then calculate their lifetime value, aggregating those insights. Now your marketing team can log in to your DMP each day and find the real value of each campaign. You’l have a comprehensive, visual breakdown of which campaigns generate the most value over time. With this information, you can go back to your “Madrid Football” ad group, knowing these customers convert for higher packages and increase your CPA targets and bids. Likewise, you should reconsider how much you spend for “spain football matches,” since those fans tend to generate less revenue.

By segmenting your PPC campaigns by lifetime value you can spend more than you thought on critical keywords and campaigns, and stop wasting budget on keywords that bring in low-value customers. You shouldn’t bid the same amount on two keywords just because they have the same conversion rate. Lifetime value lets you tailor your bids just right.

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Don’t have a Data Management Platform? You’ll need to pass the parameters to your billing/ticketing system. Then sync that data to a separate reporting tool, and have your team manually export and analyse the data. We’ve done that before and it works, but you’ll need to watch for human error and the time the manual effort requires (hint: a lot).

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How You Do It (cont.)

Example of audience segments based on PPC ad group with LTV calculated. Users from the “Madrid Football” ad group generate more value over time than users from “spain football matches.”

Segment Size

2,779 people% of Property

32%

Lifetime Value

€650Index

49,009

Ad Group - Madrid Football

Segment Size

3,219 people% of Property

51%

Lifetime Value

€180Index

32,021

Ad Group - spain football matches

Prioritise PPC Ad Spend with Lifetime Value

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Achieve Advanced Segmentation for Email Marketing Campaigns

TIP TWO

So now you know how to tie lifetime value to customer records for PPC gains, but you should also use hidden customer data to improve your email campaigns. Aside from lifetime value, you can use your customers’ social data, interests, demographics and web behaviours in your email segmentation.

Now, you probably already segment your campaigns based on customer actions to some extent, and maybe you even use lifetime value to discover which actions are actually worth segmenting. But have you segmented your email campaigns by which customers are interested in HBO AND earn over €50,000 a year AND opened your newsletter last week? And no, this does NOT require your dev team to create fields/flags/etc. for every interest, income or demographic.

What You Need

• Customer Email Addresses • Lifetime Value by Customer • Social authentication Activations • Email Automation Tool

How You Do It

If you don’t have data about your fans’ interests you need to use social authentication Activations first. You can also go the route of Nielsen or Scarborough, but why use less reliable third party surveys when you can go straight to the source?

You can use social authentication on gated content, make it a requirement for a contest, or use it for your WiFi login. If you want to dig a little deeper into Activations, read about them here.

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How You Do It (cont.)

Activations can be as simple as an RSVP form or a more engaging campaign like trivia or a digital scratch off. Engage users and collect thousands of data points you can use to segment email campaigns.

Achieve Advanced Segmentation for Email Marketing Campaigns

Create Activation Analyse ResultsLaunch Activation

Challenge

Umbel Success Story

Munster RugbySolution

Need more data about fans

Collected fan data on 3,416 fans with three campaigns to reach fans on social media and via email

Increasing Return on Ad Spend

Hyper-targeted campaigns leveraging fan data drove 30X ROAS

Driving ticket sales Ticketing campaigns drove over €30,000 in revenue

Learn More

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How You Do It (cont.)

Once your users connect via social authentication, your DMP can extract and organise their interests, demographics, income, etc. into segments.

Rather than have your dev team map fields into your email/marketing automation tool (eg., Eloqua, MailChimp) for all of these segment types, simply export sets of emails from your DMP. (Hint: If you’re pairing marketing automation with a DMP, you can configure groups of customers or fans with unique characteristics to automatically flow into marketing automation segments each day.)

You can import the emails into your marketing automation/email service provider as a contact group or list and stay focused on marketing without asking help from IT or dev. You ask them for enough already, right?

Before you go segmentation crazy though, remember you only need to be segmenting campaigns on values that actually matter. So go back into your data and sort your customer interests or segments by impact on lifetime value (e.g., ticket and merchandise purchases). Pick out the segments with the highest LTV and attack those first. With this data, you can easily justify enhanced email segmentation and avoid the nightmare of over-segmenting a campaign based on values that don’t really matter.

The hard way: If you don’t have a DMP and you come to your marketing team with a request to segment based on customer interests, you’ll probably be met with blank stares or tears of confusion. To achieve this segmentation manually, you’ll need to build your own gated Activation (maybe an interest survey or an app through Facebook) or mine through your Facebook audience data and try to gather high-level insights. The challenge will be mapping those interests to real-life customers and then trying to also calculate LTV. Then you’ll need to ask your dev team to create custom fields so you can create your filters, queries, segments, smart lists, etc. from within your marketing automation tool.

Achieve Advanced Segmentation for Email Marketing Campaigns

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Avoid the nightmare of over-segmenting a campaign based on

values that don’t really matter.

How You Do It (cont.)

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”

Whether you automate everything with a DMP or manually architect a miracle, knowing which interests, demographics and actions affect revenue for your email lists is critical. Achieve advanced segmentation that drives real value, all by using the fan data you already generate on a daily basis.

Achieve Advanced Segmentation for Email Marketing Campaigns

Download emails for any audience segment or combination of segments and import them into your marketing automation tool.

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Unlock Secret Targeting on Facebook & Twitter

TIP THREE

You just learned in Tip #2 how to use hidden customer data to segment your email list in a variety of valuable ways the average marketer cannot. So how does this impact targeting on Facebook and Twitter? With a few simple steps you can leverage your segmented customer data to massively improve the targeting and accuracy of your social campaigns.

What You Need

• Customer Emails Grouped into High LTV Segments (Tip #2) • Activations

How You Do It

As many marketers probably already know, you can target users on both Facebook and Twitter by uploading a list of email addresses. Aha! Luckily, you’ve already used your DMP to create segmented sets of customer emails by LTV, interests and affinities, demographics, and behaviours.

So now, not only can you email users with a high LTV who are also male, over 25 years old and like brands relevant to yours, but you can also reach them with hyper-targeted ad campaigns on Facebook and Twitter, too. You can use this tactic to upsell existing customers, get more purchases from high-value fans, or target ads to people in your email lists who aren’t customers already.

Pro tip: With a DMP like Umbel, you can push customer segments directly into Facebook for ad targeting so you don’t have to export and import spreadsheets repeatedly.

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Unlock Secret Targeting on Facebook & Twitter

How You Do It (cont.)

If you don’t have emails to upload, you can still set up Activations and use the high-level insights to inform the targeting of your Facebook and Twitter campaigns. Each of these methods will take your campaigns far beyond the basic targeting offered by Facebook and Twitter and enable you to target only the users who are likely to convert.

Facebook and Twitter interfaces for uploading email address lists into custom audiences.

F A C E B O O K E M A I L U P L O A D T W I T T E R E M A I L U P L O A DF A C E B O O K E M A I L U P L O A D T W I T T E R E M A I L U P L O A D

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Acquire Online Leads from Offline Events

TIP FOUR

Whether you own a stadium, run a restaurant, throw a party, or host any other event, you can capture online lead data from the people who attend. Why is that important? Without it, you won’t know anything about the people who used company-bought tickets or tickets they bought off StubHub. This technique turns unknown fans into known, addressable customers in your database.

What You Need

• A Stadium or other venue for people to show up • Wi-Fi, check-in process or other gated content • Basic or Premium Activation

How You Do It

What customer data are these users generating and how can you collect and harness it? Almost every event requires a check-in process or offers Wi-Fi. Either way, you can gate your check-in or Wi-Fi. As we discussed in Tip #2, your DMP should be able to provide you with all types of Activations that cover Wi-Fi, event registration and more.

Super Bowl LI had a record Wi-Fi usage of

37 terabytes1

Once your Activations are in place you’ll know exactly who showed up to your venue, which fans spent time in what section, or which key clients attended your panel. You can collect emails, interests, demographics and other data to generate leads that will help make your next event an even bigger success.

1 https://www.mobilesportsreport.com/2017/02/super-bowl-breaks-30-tb-wireless-mark/

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Acquire Online Leads from Offline Events

How You Do It (cont.)

Once your users connect via your Activation, your DMP can extract and organise their interests, demographics, income, etc. into segments.

If you don’t have a DMP with Activations, you should still try to find manual workarounds for gating your Wi-Fi or event registration. The important thing to note is that just because you host offline events, it doesn’t mean you can’t convert those offline users into online leads.

Example Profile Data from an Umbel Event

View metrics about the users who attended your event, including demographics, interests and more.

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Acquire Online Leads from Offline Events

Engaging fans while collecting data

Wi-Fi logins and check-ins are just one way to collect fan data. But with improved mobile coverage and unlimited plans, not everyone is going to log in. And sports teams and other fan organisations are looking for more ways to keep fans excited throughout the game (no matter how the team is doing).

Premium Activations collect all the data that you can get from a Wi-Fi login, but with a little oomph: trivia during the game, digital scratch-offs, meme generators, and more.

Unlike your Wi-Fi logins, these Activations can be used outside your venue (going back to Tip#2). So you can drive people to it from your mobile app, TV broadcast, website, social media pages, or almost anything else you can think of.

Example of a Cross-Platform Premium Activation

View metrics about the users who attended your event, including demographics, interests and more.

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Discover Exactly Where Your Customers Hang Out Online

TIP FIVE

Wouldn’t it be great to know exactly which websites your customers and prospects like to visit? Better yet, what if you knew which sites not only generated conversions, but assisted conversions as well? The answers are buried in your fan data, but aren’t buried too deep.

What You Need

• Remarketing Campaigns (Google Adwords) • Simple Code to Capture Referring URL • Lifetime Value by Customer

How You Do It

Aside from analysing which sites refer traffic to your website in Google Analytics, you can also see which sites your customers visit after yours by using remarketing campaigns. The process is simple:

• Open Google Adwords and navigate to one of your remarketing campaigns (preferably with high traffic)

• Click the “Display Network” Tab • Click the “Placements” Tab

Note: Google likes to update the Adwords interface about a million times a minute, so by the time you read this the tabs you need to click may have changed.

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How You Do It (cont.)

On the placements tab, you’ll see the list of sites where your remarketing ads are actually being shown. These are the sites people visit after hitting your site. This is highly valuable information you can use to discover new partners, sponsors, media buy opportunities, partnerships, advertising avenues and more. You should also pay attention to these sites because there could be ones you want to avoid for ethics (e.g., “fake news” sites).

Simply knowing the sites and whether they convert isn’t really enough, though. Again, we can tie in lifetime value and smart data collection to get some actionable insights:

• Add a simple piece of code to your site to grab referring URL

• Pass that information to your billing system or DMP • Create segments based on referring URL • Sort by conversion value

You can combine your referral data with web behaviours, interests, demographics, and the other tips we’ve already discussed. This is especially useful if you have a large affiliate network or many paid web partnerships.

Let’s say Site A and Site B both referred 150 sign-ups to your team’s app last month. With lifetime value and segments in your DMP, you discover that customers from Site A renew their membership every month for 10 months, whereas visitors from site B cancel their membership after 3 months. Now you can go back and spend more with Site A, and less with Site B, instead of valuing them as equal partners.

Discover Exactly Where Your Customers Hang Out Online

Customer segments based on referring web source and sorted by LTV. Used to determine which web placements, affiliates and partners are worth investing in.

$22 USDLIFETIME VALUE

Referred by Affiliate #1

$197 USDLIFETIME VALUE

Referred by Affiliate #2

$56 USDLIFETIME VALUE

Referred by Google

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Remarketing—You’re Doing It Wrong

Since we just touched on remarketing, let’s look at how you can remarket more successfully than ever before by leveraging fan and customer data.

What You Need

• Remarketing Campaigns (Google, Facebook, Twitter) • Event Tracking • Customer Lifetime Value • Behavioural Valuing Process or Data Management Platform

How You Do It

First off, if you only remarket to users based on the pages they visit on your site, you’re missing out. You probably already track web behaviours via events, Google Analytics, or some other mechanism (if not, get that set up first). You need to know what actions customers are taking on your site and remarket to users based on what they do on your site.

Now if you do track web activities, you need to start tracking how their behaviours affect their likelihood to convert, and ultimately their lifetime value as a customer.

To do this, navigate to segments in your DMP. You should be able to segment groups of customers based on the actions they take. You can create segments for collections of web behaviours (or hone in on more “valuable” demographics) to see how they impact value.

So let’s take another example. Let’s assume you find that customers who download your app, watch two videos and read your weekly emails are 10 times more likely to convert on merchandise sales and generate more value over time. How do you take action with that data? You have a few options.

TIP SIX

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Remarketing—You’re Doing It Wrong

How You Do It (cont.)

Create remarketing lists inside Google Analytics based on web behaviours and import them to Google Adwords. This allows you to use all of the segmentation options in Google Analytics and leverage the events you already send.

Create remarketing lists in Facebook, Adwords or Twitter by firing conversion/audience codes/tags/pixels when users take certain actions. This method is potentially more dev-intensive depending on your HTML comfort level, but required for Facebook and Twitter.

You must trigger conversion pixels (Twitter) or custom audience pixels (Facebook) when users take certain actions on your site.

You can then create custom combinations that say “include users in audience X, but exclude users in audience Y.” Our recommendation here is to investigate a tag management solution, such as Google Tag Manager (free!). Google Tag Manager will allow you to place one code across your entire site, and then empower your marketing team to manage which events get tracked, without involving developers. It’ll also help reduce bloated page load times caused by overloading your pages with conversion codes.

Remarketing lists created in Google Analytics can only be used for Adwords display remarketing, not search remarketing.

With Twitter’s universal website tag, you can build up to 200 audiences, instead of 25 with a single-event tag

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Remarketing—You’re Doing It Wrong

How You Do It (cont.)

Import emails as outlined in Tip 3. To export emails for users who took certain web actions, fire up your DMP and segment by web behaviours, then export. This method is fairly simple with the caveat that Facebook and Twitter must be able to match the email addresses to their users. So if you have a customer’s business email, and the customer you want to target uses their personal email for Facebook or LinkedIn, you can’t target them.

Note: In addition to email, Facebook is also able to match off of name, location, Facebook ID, and a few other data points. Uploading more data ensures you have the highest chance of getting a match. Remember, with a DMP, you should be able to send segments directly to Facebook without exporting or importing spreadsheets.

A combination of the three options will probably be necessary, but the easiest method is to start with Google Adwords using Google Analytics to build your lists, and use the email import option for Facebook and Twitter until your dev team can get the audience pixels in place. Once you have this up and running, you should see a quick boost in conversion rates by targeting the customers who take the actions you know for a fact impact lifetime value and conversion rates.

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Identify Behaviours That Actually Matter

TIP SEVEN

We just discussed linking customer behaviours to conversion rates and lifetime value to aid remarketing in Tip #6. But remarketing campaigns aren’t the only aspect of your marketing that benefits from this exercise. Once you identify web behaviours that positively or negatively impact conversion rates and lifetime value, you need to put that data to work. Also, remember from Tip #1 that conversion rates are only half the story, and that lifetime value is a more critical metric. Even if your team is using A/B testing software to improve conversion rates, they’re still missing half the picture by not understanding how web activities affect lifetime value. What if removing a piece of app content helps you get more single game attendees, but ultimately fails to generate fans that eventually purchase season tickets? Maybe that piece of content your A/B testing software told you to remove was actually helping to retain those high value fans.

What You Need

• Event Tracking / Web Behaviour Tracking • A Process or Tool for Connecting Lifetime

Value to Behaviours • An Efficient Web Review Process

Even if your team is using A/B testing software to

improve conversion rates, they’re still missing half

the picture.

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How You Do It

You need to develop an efficient web review process that requires your team to analyse lifetime value before making major web changes. If watching a specific video increases lifetime value, position it on a higher traffic page. Likewise, if viewing a certain page negatively impacts lifetime value—revamp it.

This sounds like common sense, but without linking billing data, lifetime value, and web behaviours, you’re depriving your marketing team of the data they need to make these basic decisions about web layout, content, and more.

Achieve Advanced Segmentation for Email Marketing Campaigns

Customer segments based on user behaviours. Go beyond conversion rate and determine which web, email and other activities impact customer value.

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Stop Predicting. Start Knowing.

TIP EIGHT

Today, knowing your ideal customer is “sporty” or a “pet lover” is simply not enough. You need to know exactly what they like. Their interests determine where you place ads, what content to write and how to engage them again and again. Fortunately, you can do this by leveraging fan data to create actionable profiles.

What You Need

• Basic or Premium Activation How You Do It

That’s right, you only need Activations. We’ve covered how you can use them in the other tips, but wanted to dig a little deeper.

There’s a lot of buzz about using “predictive analytics” to determine how you need to target users. However, with the right DMP and a few Activations, you don’t need to predict which fans will make you money—you can know for certain. By tying customer interests to specific customer records you can engage them on a true 1:1 basis. Open your DMP, generate a Basic Activation or get to work on something more engaging like a personality quiz.

With the right DMP and a few Activations, you don’t need to

predict which fans will make you money, you can know for certain.

“

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Stop Predicting. Start Knowing.

How You Do It (cont.)

Want to get data quickly? Gate a sign up or confirmation page, the Wi-Fi at your arena or run a new contest that requires the fan to socially authenticate (e.g., Facebook login) in order to enter. Watch as fan data starts flowing in, but then it’s time to get back to work. You can now export the emails of users who are male, over 30, make £50,000 a year and love football, but not rugby. Exclude, include, or combine interests into fan profiles. Ultimately, these profiles will show you what makes your customers tick.

Data Sources: Ticketmaster, Facebook, LinkedIn, Mobile App, Wi-Fi Routers, Acxiom & More

Challenge

Umbel Success Story

Indiana Pacers

Solution

Need more data about fans

Collected fan data on 139k+ fans (10% population of Indianapolis metro) via the Umbel Platform

Existing data in disparate silos

Customer data is now unified across multiple sources including Ticketmaster, Facebook & Wi-Fi routers

Increase marketing ROI

Fan insights & demographic data now drives ticket and merchandise sales, as well as new sponsorships

Learn More

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Optimise Your Funnel—Calculate How Activities Impact Closing

TIP NINE

This strategy is for marketers with a long conversion path (like corporate group tickets). Similar to Tip #7, you can calculate the impact of every touch point in your funnel.

What You Need

• Event Tracking • Event Tracking / Web Behaviour Tracking • A Process for Connecting Lifetime Value to Behaviours

How You Do It

Every email read, every detail of a phone conversation, every event attended — all that data is manageable in a CRM solution like Salesforce or Microsoft Dynamics.

But what about when you want to see how clicking a video or visiting a page affected deals across thousands of leads? Maybe leads that watch a tour of your venue suite almost always make it to contract, whereas leads who only read a brochure you email never close.

You need to measure how every touchpoint affects the leads in your pipeline, not just the obvious ones.

“

”

You need to measure how every touchpoint affects the leads in your pipeline, not just the obvious ones. In Google Analytics, you have data about what behaviours lead a user to a particular goal. In Salesforce, you know which leads converted into won deals. And in a tool like Marketo or Eloqua, you can open individual leads to see what pages they visited. That’s not enough.

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Optimise Your Funnel— Calculate How Activities Impact Closing

How You Do It (cont.)

To optimise conversion rates, you need to aggregate that data into one place, segment your behaviours and demographics and analyse which ones truly impact your close/win rate and LTV. This way you can adjust your site and marketing activities to prime a lead before they ever hit your website or talk to you on the phone.

• Make sure you have event tracking set up to track web events

• Append behavioural data to individual user records • Segment those records by lead status in your DMP or

favorite tool • Analyse your “won” deals and see what common attributes

stand out

Once you, or your marketing team, have identified these web behaviours, go re-examine your website and make sure you’re driving users to the pages, videos, and content that truly impacts their potential to convert down the road.

A segment of customers attached to purchased tickets. Used to understand the characteristics and touch points that most often result in conversion.

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Reduce Churn—Predict Which Fans Will Leave Before They Do

TIP TEN

Whew, we made it. Tip #10. If you made it this far, you’re well on your way to some fantastic conversion rate increases.

However, just as important as generating more customers is holding on to the ones you already have. You know the saying: “A customer saved is a customer earned,” right? So let’s apply our fan data action items in reverse and see what happens.

What You Need

• Billing Data • Lifetime Value for Customers and Segments • Email Addresses • Targeted Ad Campaigns • Activations • An Efficient Web Review Process

How You Do It

At this point, if you’ve implemented Tips #1-9, you know the demographics, interests, websites visited, web behaviours, and predicted lifetime value of your fans. You also probably have a record of fans who have quit, left, abandoned the pipeline, etc. Let’s start there. Take the data for your fans who stopped buying tickets, merch, etc. and start segmenting the interest and demographic data collected via Activations.

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Reduce Churn— Predict Which Customers Will Leave Before They Do

How You Do It (cont.)

You may find that all of the fans you’ve stopped seeing never got ads served to them, or maybe they got ads served on a particular channel. Maybe they’re all over 45 years old and you depress them with campaigns geared towards college students. Whatever the case, you’ll see commonalities leap out of the data.

With these characteristics in mind, you can query your DMP for similar fans who are stilling buying tickets and save them. Stop serving them content they hate. Send them a special or include them on a promotion that’ll interest them. You don’t have to predict—you have their firsthand data at your fingertips. Engage these users in a unique and different way, and you will see them return.

Finally, look at customers who came in from ad groups, campaigns, and channels that have a low lifetime value (as identified by your DMP). Use low LTV values to understand which customer segments are vulnerable to churn, but also understand that you’re already fighting an uphill battle with those users.

With these characteristics in mind, you can query

your DMP for similar fans who are still buying tickets

and save them.

“

”

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If you implement these 10 strategies, you can spend more money on the channels that drive value and stop wasting your budget on channels that don’t. And before you say achieving these goals would require a tremendous amount of work, look into what you can automate.

A good DMP should not only help you collect more data about your fans and customers, but also take the data you’ve spread across many tools and tie it together for your marketing team to use. We can’t emphasise enough how much time and money this saves on a daily basis—finding a solution that fits your data needs is critical. Spend more time executing on data insights and less time manually trying to make sense of scattered information.

So find the solution that’s right for you, put your data to work, and start boosting conversions today. Good luck!

Want to automate these 10 strategies?

Conclusion

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About Umbel

Umbel helps the most admired companies in sports and entertainment deliver the ultimate fan experience. The leading first-party data management platform,

Umbel empowers you to grow your fan base with engaging data collection campaigns, know your audience with a unified view from any source, and drive revenue with hyper-targeted advertising. Our goal isn’t for you to just collect data—it’s to make data the most valuable asset you own. Founded in 2010,

Umbel is headquartered in Austin, Texas.