As a rightsholder I want to:
Identify fans who are most likely to churn on their Season Ticket, using data available to us.
Solution
A multi-step audience is created. Step 1 ensures we only target fans who currently do not hold a season ticket for the current season.
Step 2 refines the audience further: Of the people who don’t hold a 25/26 ST, find those who held a season ticket last year (a crucial component to identifying churn is that the fans must have previously held a season ticket.)
Finally, refine the audience further to leave only the individuals who have not shown any interest in any season ticket renewal marketing campaigns, and therefore might be at risk of churning.
Value
Because we have access to data from all integrated digital data sources through Cortex FDP (email, adverts, push, and more), we’re able to produce an audience which takes into account all relevant factors that might indicate season ticket churn across different marketing channels.
