Keeping pace with the swift evolution of sports consumption
In order to maximize the client’s reach and understanding of the diverse, cross-platform audience of fans, we identified six distinct segments, each of whom watch the games for different reasons, on different screens, and in different viewing situations. We achieved this objective by segmenting fans on fundamental needs and attitudes toward the sport. We then tapped into our digital analytics practice to enrich the consumer profiles with literally thousands of data points about their overall lifestyle, behaviors, and especially their digital lives.
As a result, our client marketers and their ad partners can confidently and efficiently target digital marketing efforts to fans against their segment-specific attitudes and needs. Scoring databases enable our client to swiftly assess the impact of campaigns and adjust as needed to changing storylines and regional influences.