Article

Jenna Devinney
Jenna Devinney 28 April 2020

3 Best Practices to Improve Customer Data in the Sports and Entertainment Industry

The sports and entertainment industry has had to scramble due to cancelled shows and events, and it’s hard to determine when fans can get back to their seats to cheer on their favourite performers and teams.

 If you are a marketing professional in industries that manage:

  • Digital marketing strategies
  • Transformational technologies
  • Mobile technologies
  • Digital analytics strategies
  • Creating & implementing digital roadmap strategies
  • Fan engagement strategies

…now is your opportunity to get smarter about your customers by implementing a data enhancement and email cleansing solution to your database while the season is on hold.

 These best practices  will help your organisation during this unprecedented time. 

A win-win for your team.

 Best Practices 

Prepare your CRM Marketing Strategies for the new normal

Many of our clients are getting ready for the stay at home lockdown orders to be lifted. While we wait for the world to get back on its feet, sports and entertainment organisations have aging data in their databases. When they send "Welcome Back" campaigns to incorrect, outdated customer and prospect email data, it will result in inboxing issues such as deliverability and open rate issues.

They may also see a drop in your sender reputation, or put on a blacklist if they’re not conducting regular data health maintenance checks.

It’s incredibly crucial, and always a best practice to clean your email data with email hygiene and add additional insights with a data append solution so you can meet those engagement and revenue generation goals.

Cleanse Ticket Sales Data

Ticket sales and distribution providers send ticket buyer data without any knowledge of if the data entered is accurate or not. Think about how often your customers misspell their name or emails when filling out a form to purchase tickets. According to DQ Global, “typos and spelling mistakes make up to 58% of data inaccuracy issues”.

These typos could end up being an email address that is a spam trap, bot, phishing, or any other malicious email types. This is why you must conduct regular email hygiene checks to ensure that the ticket buyer is a real human. 

Avoid Inaccurate New Fan Acquisition Data: In most stadiums, and arenas, most teams have a fan-first mentality, that offers “Free Wifi”. The problem with allowing fans to sign up for free wifi is the amount of bad data entered due to customers not wanting to give you their information, but rather makeup names, emails, addresses, and phone numbers on the fly.

We also find that they struggle compiling accurate data when acquiring new customers with new promotions, sweepstakes, and contests on their sites. 

 Most entertainment and sporting teams are guilty of not checking data quality and adding customer information straight to their CRM system.

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