This New York City company is a world leader in live sports and entertainment with a portfolio of legendary sports teams, exclusive entertainment productions and celebrated venues. In its pursuit to deepen and broaden brand engagement with fans and ticket holders, the company formed a centralized digital team to identify a solution that would provide a unified, single view of customer information across its owned brands and properties.
The company initially faced two main challenges. The first was the amount of siloed data held in disparate platforms for each individual business unit that they were unable to leverage company-wide. Many of these existing systems were operating off of legacy technology on homegrown platforms. Business units were unable to work together and identify, for example, that a customer who purchased tickets for a given event was also a fan of one of its other brands. Additionally, the data they were relying on was not being provided in real time, thus shortening the window of opportunity to respond to a customer’s engagement activity.
When the company decided to partner with Janrain, the centralized digital team focused on implementing two solutions. The most important capability it sought was a real-time, centralized database of user profiles for all of its brands. The marketers needed the ability to have a single source of truth for their customer profiles and be able to identify which brands people affiliated with explicitly, all within the context of one user profile. They also wanted to enrich their understanding of their customers and improve the user experience by offering a frictionless registration experience. The Janrain Social Login solution provided the customer with a hassle-free registration experience – no new username creation or having to remember yet another password. Simultaneously, the Janrain Registration feature allows the brand to collect more authenticated users with accurate, first-party data.
One of the company’s websites was selected for the pilot project and re-launched with the Janrain registration platform including social login and all existing customer accounts were migrated to Janrain’s Customer Profile Database. It started seeing the ROI immediately. Information was pushed both into and out of the Janrain system. This allowed sales, marketing, product and technology teams across the organization to all have an on-the-spot, 360-degree view of the customers’ identities and how they interacted with the site. These cross-functional teams began to build dynamic messaging and developed automated ways to keep the active customers within their funnel and connected with the brand.
Historically, similar sports and entertainment companies faced gaps in understanding their customers, particularly when there were single purchasers for groups of tickets. Prior to Janrain’s implementation, when a customer bought five tickets and shared them with their friends, the company would only have insight into that single transaction. It has since created a way for users to log in, reserve a group of seats and while only purchasing for themselves, share the remaining reserved seats with their friends through social networks. The company is able to track their customers’ guests via unique promo codes and ultimately, access a whole new market of customers to start building relationships with in real time.
This has allowed them to exponentially grow the database of registered users for the website with a 1300% increase in registration year over year within the first three months of implementation. The new social login capability accounted for 25% of new registrations, which translates from an average of 200 registrations a month to 200 registrations a week within the first three months. The company now dynamically segments these users based on categories such as music-event preferences, purchase history, what they are more likely to purchase, and with whom they are most likely to attend an event.