Lawrence, Kan, – The University of Kansas Athletics and FanThreeSixty have teamed up to bring the best-in-class data strategy to the Kansas Athletics Department. Recognizing the complexities and challenges of data warehouses, KU sees the opportunity for a more turnkey and connected database marketing solution.
By partnering with FanThreeSixty, not only will Kansas Athletics be able to create the most advanced understanding of their fans by aggregating all of their fragmented data into one central, unified view; they will be able to easily and efficiently use that information to fuel personalized experiences for students, donors, alumni, ticket buyers and fans.
“In addition to our Learfield Fanbase launch, we wanted to take a more direct role in creating an actionable data strategy to grow our business,” said Jason Booker, Kansas Athletics Deputy Athletics Director – External Affairs and Revenue Generation. “We believe this will be the first integration of both the Fanbase and FanThreeSixty platforms and we are excited to see how this collaboration will enhance our marketing efforts. We recognize the importance in controlling how we use our data to advance our fan experience and revenue objectives. Working with FanThreeSixty, we are excited to be in a position to not only generate insights, but to use our data in innovative new ways that helps grow revenue."
We recognize the importance in controlling how we use our data to advance our fan experience and revenue objectives.
The Jayhawks will be utilizing FanThreeSixty's Fan Data Platform and predictive analytics models to help them achieve their fanbase development, database marketing, and revenue generation goals. KU will integrate their Paciolan Ticketing, Paciolan Donor, Eloqua email, Salesforce CRM, and Fanatics merchandise data to gain a more holistic view of who their fans are and how they engage. On a daily basis, FanThreeSixty will continuously clean KU’s data, using daily quality audits, linking duplicate records, and enriching every fan profile with hundreds of data points. This will provide the entire organization with a single and consistent source of truth across all of their business units.
The Fan Data Platform will be the foundation upon which KU can identify who is coming to their games, understand how those fans are interacting (both physically and digitally) with the Jayhawks brand, and ultimately deliver personalized content and communications to improve marketing, ticket sales and service, and donor growth. The data platform will help KU measure business performance to understand what actions have the largest impact, giving KU the ability to track campaign results and attribute revenue to different marketing and sales activities.
Furthermore, the predictive analytics generated from FanThreeSixty's data science team will be embedded directly into KU’s workflows, including within their Salesforce CRM, and updated on a daily basis. By integrating predictive analytics like lead or propensity scores directly into workflows, FanThreeSixty will help identify fans who have up to a 25x higher likelihood to purchase tickets, and who spend up to 4x more on tickets.
“We are excited to bring our progressive approach to athletic departments by focusing on accelerating business value through greater utilization of data,” said Sasha Victorine, Chief Growth Officer at FanThreeSixty. “We continue to see the market shift away from static data aggregation towards more actionable data and automation. KU’s dedication to increase their fan database and grow their knowledge about each fan is an integral first part of the plan. With KU, we will deliver immediate value with our core solutions, while identifying new, innovative approaches to expand ticket, development and retail revenues. We are currently in the implementation phase and plan to deliver the solution to KU before the end of April.”
We are excited to bring our progressive approach to athletic departments by focusing on accelerating business value through greater utilization of data. We continue to see the market shift away from static data aggregation towards more actionable data and automation.