As the director of business and data strategy, Chris was relieved that SkyPoint was able to meet their unique data needs to seamlessly integrate their tech stack without having to make additional purchases.
SkyPoint offers plenty of flexibility with over 200+ native integrations. The platform works with different software products, including niche-specific technologies like the Timbers’ ticketing software, SeatGeek.
Skypoint’s CDP allows Chris and his team to segment data and push it into different marketing tools—and also upload this data into their CRM for sales teams. The Timbers are migrating to Microsoft Dynamics, which will make it even easier to move data back and forth within the Microsoft environment.
SkyPoint is helping their team track the entire customer journey from when a fan enters the stadium to the different ways they interact—whether it’s marketing content, CRM, website, social media, and more—all the way to sales and the continued relationships afterward.
The Timbers team is able to automate marketing communications and send email campaigns to specific audience segments. With the customer lifetime value (CLV) model, Chris and his team can leverage Skypoint’s predictive insights to identify loyal fans and focus their marketing efforts to provide exclusive offers for those that bleed green and gold.
Next up, Chris plans to explore micro-targeting with Skypoint’s CDP capabilities while conducting extensive A/B testing and using AI-driven analytics to predict what works best for different types of audiences.
Skypoint will continue to support Chris and his team in experimenting and fine-tuning digital revenue efforts (i.e. cashless stadiums, merch delivery), driving sales through non-revenue channels, and augmenting the fan experience through data analytics to capitalize on their best-known asset…the matchday experience.
The Timbers also plan to layer in new data sources—concessions, merchandising, householding—and visualize commonalities among customers to gain an in-depth view of their true fan base. The B2B capabilities of SkyPoint will help the Timbers better manage corporate sponsorships.
Additionally, Skypoint CSG (Cloud Solutions Group), will help the Timbers implement Microsoft Power BI to promote self-service analytics throughout their business. CSG will help train data analysts and drive the adoption of citizen BI developers toto augment their data strategy.
Thanks to all of these new capabilities, the Timbers are at the forefront of data-driven marketing in the sports industry. The ability to truly own and activate fan data will allow them to discover revenue streams that the industry hasn’t been able to capitalize on until now.