As a rightsholder I want to:
Create a 'welcome journey' for new fans, personalising the first email sent based on which player’s profile they viewed on the main website before they registered.
Solution
Audience Builder enables you to build audiences based on both a fan’s known or inferred favourite player or athlete. Such information might be explicitly provided by the fan during onboarding, or could be inferred based on the content they’re engaging with. Both anonymous (pre-registration) and known (post-registration) data can be leveraged.
Personalised emails can then be sent to fans accordingly, or Promo Asset adverts can be build which show a personalised advert featuring the relevant player or athlete according to the fan’s preference.
Value
By leveraging the capability to identify a fan's preference based on either pre or post registration data, you gain the ability to launch a hyper-personalised 'welcome journey' which could both encourage the fan to sign-up, and subsequently welcomes the fan after registration, with suitable messaging and visuals based on the fan’s known or inferred favourite player. This can help to directly maximise initial engagement and customer satisfaction by making the experience feel more relevant, which aims to increase the probability of successful data capture and long-term loyalty.
