At a time when sporting events were shuttered, the U.S. Soccer Federation focused its energy on a new goal: organizing its customer data in a way that unlocked a more tactical approach to marketing.
Step one was to implement a customer data platform. And as the world opens back up and soccer is back in action, U.S. Soccer has a new approach to connect with millions of fans while keeping a tight budget and staff.
“We really only have about 15 to 20 people that are working directly on our loyalty program between marketing and our product and business intelligence teams,” said Ross Moses, Senior Director, Analytics and Insights for the United States Soccer Federation. “We don’t have the ability to go in and basically turn on campaigns every day for different types of segments.”
Implementing the CDP helped U.S. Soccer centralize its data for a more complicated marketing automation strategy.
“We needed something that was going to update in real-time,” Ross said. “It’s going to plug into all kinds of data sources and ultimately be able to react in real-time based on who that customer is. If somebody changes from a non-ticket buyer to a ticket buyer, the campaign has to update accordingly, and the same goes for all of our business lines.”
Removing data barriers
Considering a CDP back in 2018 was pretty cutting edge for a nonprofit…