MiLB teams rope in StellarAlgo for ticketing strategy

Article posted by Coliseum, September 26^th, 2019

Image: MILB

Last year around April and May, Minor League Baseball (MiLB) witnessed an expected decrease in attendance due fewer scheduled games and an unusual spell of cold.

Learning from the experience and in order to avoid the situation being repeated, some of the MiLB teams such as Indianapolis Indians, El Paso Chihuahuas, and Great Lake Loons have roped in StellarAlgo to understand their fans and what keeps them coming out to the ballpark.

One tool that clubs are using to help with this process is StellarAlgo’s Customer Data Platform (CDP). StellarAlgo’s technology allows teams to consolidate fan-specific data and gain predictive insights about their customers and their behaviors, according to a report by Front Office Sports.

This is what FOS found out after speaking to the three clubs:

Indianapolis Indians

“We set the goal of getting that 10% up to 20% for single-game buyers this year,” Joel Zawacki, Assistant General Manager for Corporate Sales & Marketing stated. “Having that information really changed our strategy with our ad campaigns, with our email campaigns, and with what we’re doing on social. Being able to pull and segment lists of previous purchasers within their platform and then turn that around and use it with our email provider has made both our paid and organic marketing efforts more efficient.”

El Paso Chihuahuas

“Next year we have a pretty targeted plan that includes something that I’ve been preaching a lot: messaging post-game,” says Ross Rotwein, the organization’s Senior Manager Ticket Operations & Business Development Analytics. “We’re looking forward to doing that including touchpoints based off of the day of the week. If a fan purchased on a Sunday, which are our family days for example. Maybe they would be interested in a family pack on a Wednesday or something that might be more appealing for a family or that might be linked to a specific theme night. It’s things like that that I think are informing our approach now because we do have this information on hand.”

Great Lakes Loons

“In my role as Director of Ticket Sales,” says Noah Heiber, “we have an abundance of leads and information. So I think at times when someone doesn’t know which way to go as a sales rep, I have almost too much information or too many leads lists to give out. I have more leads than we can call it this moment, which is fantastic.”

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