As a rightsholder I want to:
Identify fans who are most likely to transact on a ticket for the upcoming fixture based upon their engagement with recently published relevant content.
Solution
List certain match-specific articles that we have determined to be indicative of web and app users who are at least interested in the relevant fixture, then eliminate any ‘known’ users from the audience if they are have already purchased the respective ticket. Optionally, combine this with other similar audiences which only target anonymous users for web and app personalisation based purely on engagement to produce personalised messaging beyond ticketing/match interest.
Value
Some data modules can be used to derive audiences consisting of anonymous users - digital usage data is one such example. This enables personalisation and targeted messaging regardless of whether a user has an account or not.
There are many indicators that a fan could be interested in attending a particular match, and these indicators will vary depending on the fan themselves and their circumstances (e.g. whether they’re a loyal supporter, or just visiting the local area and fancy attending).
