South Carolina Athletics Department Becomes Data Integration Champion

South Carolina Athletics is always looking for ways to increase annual fund donations and ticket sales. But in recent years, the department noticed a growing churn in season ticket renewals—despite multiple major wins in its popular, revenue-driving sports. Eric Nichols, Sr. Associate AD/Marketing and Branding, had a hunch that the department needed to be working smarter—not harder—if it wanted to achieve its goals. “We recognized that we were adding new season ticket buyers at a good clip every year, but we were often losing them quicker than we added them,” he says.

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