ASU: Strategic Data Management

How Arizona State University Increased their Donor Base and Fundraising Revenue Exponentially through Strategic Data Management, Integration, and Visualization

Like most universities, Arizona State University relies on engagement with and revenue from a passionate donor base to meet and exceed financial goals to build new facilities, create endowments, fund special programs, and much more.

Recognizing both a need and opportunity, ASU worked with SSB and utilized the power of the Microsoft Azure Cloud to execute a comprehensive, data-driven approach to becoming more efficient and effective in running the Sun Devil Club, their primary athletic fan group.  The goals of the program were:

  • Full integration of data between Alumni Association and Athletic Department.
  • All potential donors in a clean database, enabling:
    • Campus-wide coordination through Salesforce and disparate databases
    • Better segmentation and wealth screening of alumni, donors, ticket holders, and former athletes in order to better target the best targets and make the right asks
    • Elimination of repetitive asks and communications in the same timeframe
    • Organization-wide accountability

One of the strategies was to screen for donors contacted more than five times in one year who gave only what ticket purchase required.

  • They found these 50 people were eating up donor officer time and producing no increase in donation level, despite the investment of significant time
  • With these findings, ASU reassigned donors to a ticket service representative, increasing donor officer productivity dramatically

The results are staggering, and ASU is now expanding to the Alumni Association and other fundraising groups on campus to integrate and better manage those efforts.

Annual Fundraising Pledged

  • 2011 – $12 million
  • 2012 – $17 million
  • 2014 – $49 million
  • 2015 – $86 million


Sun Devil Club Members 

  • 2011 – 7,800
  • 2013 -15,000
  • 2016 -16,800



  • 2011 – $3.5 million
  • 2012 – $8 million
  • 2013 – $13.5 million
  • 2016 – $30 million

Additional Collegiate Organizations choose SSB for foundational data management, integration, and visualization

UW and Mizzou: The Latest to Join Industry Leading Client Roster

As available data increases exponentially and leading sports organizations seek to understand and know their fans better than ever, the University of Washington and University of Missouri athletic departments have selected SSB for data management, integration and visualization.

The addition of these clients grows an already impressive roster to 50 sports organizations, teams and schools who have deployed the SSB’s proprietary Central Intelligence platform as the hub of their data ecosystem.

Each of the new clients has a robust and unique set of data inputs, such as primary and secondary ticketing, merchandise, concessions, loyalty, fan clubs, donors/foundation, and more. SSB will gather and process all data in a single location, the Central Intelligence platform, to ensure the data is clean, can be segmented easily, provides near real-time visibility to the business health of the organization and a true 360-degree view of all audiences.

“Gaining a true understanding of our fans helps us deliver an outstanding experience in any type of interaction with Mizzou athletics,” said Jay Luksis, Senior Associate Athletic Director, Marketing and Revenue Generation. “SSB allows us to gather and utilize data in an unprecedented manner so we can look at all aspects of our business and ensure we are performing at the highest level. This impacts ticket sales, marketing, operations, staff efficiency, and a lot more. We’re excited to begin the process.”

In addition to teams and Universities, SSB works with leagues and conferences, including the NFL, NBA, NHL, SEC, Pac-12, NASCAR, and more. The core of the business is singular focus on the data and the ability to integrate virtually any input or output, such as additional analytic and reporting tools, marketing campaign management, and much more.

“Data is what we do,” said SSB Vice President, Sports & Entertainment Bill Bailey. “There are a lot of great tools and apps out there that can do incredible things, but without good, clean, trustworthy data, they aren’t going to solve a business problem or deliver results. That’s why we focus on this foundational element, and why we’ve enjoyed the great client relationships we have across the sports industry.”

SSB Powers ASU Fundraising Growth

Great story by Michael Smith in this week’s Sports Business Journal details the awesome growth in Sun Devil Club membership and donation totals at Arizona State. SSB is proud to play a part in facilitating growth through providing a true look at business health and a 360-degree perspective of audiences for ASU, 14 other Power 5 schools, two conferences and an additional 35 professional sports leagues and teams.

Link (Requires SBJ Subscription):

The Year at SSB Sports – 2016

Thanks to all of our Sports & Entertainment clients for a great 2016!

UT Chief Revenue Officer to lead new Austin Office for SSB

Hank to build out national analytics practice

SSB, a Denver and Nashville-based firm providing a diverse client base with management consulting, technology services, and data management products, has announced the appointment of Steve Hank as Senior Partner. Hank, who currently serves as Chief Revenue Officer for Athletics at the University of Texas at Austin, will establish and lead a new SSB office in Austin and help to build out SSB’s analytics practice for the established industry leader in data management. “We are really excited to have Steve join the team at SSB”, said Bryan Smith, Senior Partner. “Keeping in mind SSB’s focus on ‘data driven results’, Steve is truly a pioneer in using data analytics to drive revenue and margin growth in the sports and entertainment space. As SSB continues to grow its presence in multiple vertical markets, Steve’s extensive experience in areas like higher education will immediately help SSB drive further adoption of its Constituent Registry solution, a single 360 degree view of the academic prospect, applicant, student, alumnus, employee, athletic ticket purchase, and donor.” Hank will expand SSB’s current analytics practice to include a focus on predicting and optimizing business strategies and intelligence for SSB clients. Hank established these programs and capabilities at both the University of Texas and Arizona State University. “It is rare for a company to have the opportunity to bring on someone of Steve’s caliber”, added Jay Graves Senior Partner. “SSB clients will benefit from Steve’s experience and background immediately. As a pioneer in the use of “big data”, Hank will work with established and new SSB clients in sports, healthcare, energy production, financial services, and travel and entertainment with a focus on business intelligence strategy, database marketing, and consumer database products and services. He will also play a key role in business development for both national and regional opportunities.”

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The Kansas City Chiefs Choose SSB to Develop a Central Ecosystem to Improve the Fan Experience

fan experience

Using data to reach fans more effectively

The Kansas City Chiefs, one of professional football’s oldest and most revered teams, has tabbed SSB to help develop a central data ecosystem to identify and to engage new and existing fans to provide the best fan experience possible.  The Chiefs will utilize SSB’s Central Intelligence solution to create a single view of the fan across all data disparate data sets.  The Chiefs CI solution will include data from ticketing, survey’s, CRM, email, budget, retail, food and beverage, website behaviors, loyalty programs, and mobile programs.  The goal of this partnership is to help the Kansas City Chiefs utilize data to derive strategic sales and marketing insights, and to perform detailed analysis to maximize the quality of the fan experience.

SSB’s Central Intelligence (CI) solution was chosen because it specifically helps clients by identifying, collecting, and analyzing significant information about customers from all sources, both internal and external to drive strategic marketing and sales decisions.  CI aggregates all of an organization’s data sources into a single repository and applies its proprietary data hygiene suite to clean and enhance the data.  It eliminates duplicate records and provides the “best record” possible to give clients a complete customer view.  The solution also has a suite of tools including data segmentation, data exploration, advanced reporting, and real-time analytics.  Furthermore, the CI solution plays nicely with other necessary tool sets like visualization, email, and CRM tools.

This partnership will deliver the insights necessary for the Kansas City Chiefs to understand the needs to each fan.  The ability to understand the wants and needs of the fan on an individual level will provide the Chiefs with an avenue to engage fans with the right message, at the right time, utilizing the preferred medium.  We at SSB are extremely excited to be a part of this partnership with the Kansas City Chiefs, and we are looking forward to the future success of this venture.


“The decision to work with SSB and implement the Data Warehouse stems from our overall objective of knowing more about our fans to make better business decisions and favorably impact the fan experience.  With all of our data points connecting to one central repository and sending outputs to our other systems, we can make more informed, timely, and targeted decisions.”

– Leah Rindler, Fan Insight and Analytics Manager, Kansas City Chiefs


“SSB is thrilled to partner with the Kansas City Chiefs in helping them to build a complete view of their fan base.  The Chiefs are already utilizing the Central Intelligence solution to streamline and improve the fan experience before, during, and after events at Arrowhead Stadium.  We look forward to continuing to help the Chiefs identify opportunities to grow revenue and control costs.”

– Mike Davis, Vice President, CI Client Services, SSB

SSB focuses on designing, developing and deploying data management solutions that will help clients target new customers, keep existing customers and reduce costs.

DCPA: Using Data to Increase Patron Engagement and Drive Revenue



After 40 years showcasing hundreds of Broadway hits, premieres and blockbuster musicals including Disney’s The Lion King, The Phantom of the Opera and The Book of Mormon, The Denver Center ( found itself in possession of a massive database of more than 750,000 patrons, but it lacked a detailed understanding of its customers.


To help DCPA, SSB built a custom web application and created a tool that integrates third party data into the DCPA’s customer database. Known as Central Intelligence, the SSB platform allows the DCPA to identify the most likely patrons for each campaign and increase engagement.


The Denver Center’s email marketing campaign to lapsed patrons achieved a 738% ROI, including a 210% click-through rate increase, a decrease in opt-outs of 95%, and a 90% decrease in spam complaints.


“We target important customer sub-groups within our overall patron database,” said Jennifer Nealson, Chief Marketing Officer for the Denver Center. “Our goal is to be relevant to every individual.”

Kaiser Permanente and SSB Working Together to Improve the Customer Experience

The Customer Experience Portal was designed to help Kaiser Permanente consolidate customer data records and incidents from disparate systems into a central repository to provide a single customer relationship record.  The creation of user friendly reports and views enabled data-driven decision making at all levels from the front line to the executive level.  CEP also includes a work tracking tool that allows rapid collaboration and prioritization across 50 plus departments, and over 800 employees.

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Fan analytics movement reaching more colleges

But Garcia, a data analytics junkie and an honest byproduct of the “Moneyball” generation, is emerging as one of the most influential voices within the University of Texas athletic department. His work as the chief of a three-person analytics team touches virtually every aspect of athletics that generates revenue, from ticketing to sales and marketing to fundraising.Garcia is part of a movement in college athletics to learn more about the fan and use that data to fill stadiums, improve the fan experience, sell more gear and increase donations. For a growing number of schools, the data analysis is influencing how they do business.“Analytics help us understand the fan in ways we never have before,” Garcia said. “If we can get all of that information together on how fans behave and their buying habits, we can be that much more effective in our communication with them.”Garcia is one of the very few associate athletic directors — maybe the only one — with analytics in his title. He was hired by Texas in November to inject data analytics into the Longhorns’ business planning.As schools face increasing pressure to generate more revenue, the use of analytics has begun to emerge at many of the bigger, brand-name schools as an effective marketing tool. In addition to Texas, Alabama, Arizona State, Georgia Tech, Mississippi, Ohio State, Southern California and Washington are among the schools at the forefront of finding new ways to use data to make more money.“If you’re creating the right marketing message or asking for a gift or putting the right resources in place for game day, you’ve got to have the best information to make those decisions,” Garcia said.

The most obvious use for that data is to create profiles for their customers. Who’s buying single-game tickets, season tickets, merchandise and concessions? Who’s donating, not only to athletics, but other parts of campus? Who’s a potential customer who’s not currently doing any of that?

That kind of in-depth customer data was first pulled together by Arizona State in 2012. ASU worked with Paciolan, a ticketing software company, and SSB, a data management company, to create a data warehouse that stored ticketing, merchandise, concessions and fundraising habits real-time in a single place. Steve Patterson was ASU’s AD at the time and he moved to Texas in 2013. He hired Garcia last year.

Paciolan will be ticketing division within Spectra

Paciolan, a brand within Comcast-Spectacor, on Tuesday will be part of the business that’s being rebranded as Spectra (SportsBusiness Journal, April 27-May 3). Paciolan will be Spectra’s ticketing and fan engagement division.Also, Ovations Food Services will become Spectra’s food service and hospitality division, while Global Spectrum will become the venue management division under the Spectra brand umbrella.

— Michael Smith

Other schools — Alabama, Ole Miss and Texas — have since followed the trend of establishing a data warehouse. Depending on the size of the project, the cost can run in the tens of thousands.

For the rest of the article: Click Here

Ring, Ring! 10 Powerful Insights Marketers Can Only Get from Phone Calls

Source: Marketo Blog

Marketers are trained masters in the art of digital analytics. We can follow the digital customer journey in our sleep. Email open rates, content downloads, social shares—easy! What could we possibly be missing?

It turns out phone calls hold a ton of valuable (even essential) marketing insights. I know this flies in the face of your digital sensibilities, but the truth is a simple phone call has customer and marketing insights you just can’t find anywhere else.

Here are 10 marketing insights you can only gain from phone calls:

1. True Campaign Performance

It’s no secret digital marketing drives phone calls. In fact, according to Invoca’s 2015 Call Intelligence Index, 54% of customer-initiated phone calls come from mobile marketing campaigns, and 30% come from traditional online channels and campaigns.

This means phone calls are a key metric when measuring marketing campaign performance. It’s not enough to measure form submissions and email open rates. If you really want to know how people are responding to your campaigns, look at what’s driving people to call. You may be surprised at how often your campaigns generate offline leads.

2. Multi-touch Attribution

In this age of multiple channels, multiple devices, multiple everything, it’s important that we give credit to every touchpoint that influenced a sale. If phone calls aren’t part of your attribution, you’re overlooking a valuable touchpoint and you’ll lose the trail when a prospect picks up the phone.

3. Keyword Performance

Every marketer is doing paid search, and if your business receives calls, you should be tracking those calls back to the paid search keyword that drove it. If you don’t know how your keywords are generating leads—online and offline—you don’t really know how you should be bidding on them.

Even companies that don’t receive many calls can benefit from this level of visibility. After all, people who choose to pick up the phone are generally your best leads. Invoca’s data shows that calls have conversation rates around 30% compared to clicks, which only convert 1-2% of the time.

4. Competitive Threat

Don’t you want to know what your prospects are saying about your competitors? Who do they most often mention or compare your brand to? Your inbound phone calls have the answers. Understanding the competition can help you beat the competition and highlight your unique differentiators.

5. Prospect Objections

Nothing can give you insight into your customer and buyer personas quite like a phone call. No matter how much you examine the emails they’ve opened, the ads they’ve clicked, and the content they’ve read, you’re never going to hear their objections and biggest concerns until you mine your phone calls for this data. Without this data you could be making inaccurate assumptions and explaining your key value propositions in a way that doesn’t resonate with your audience at all.

6. Common Questions

Knowing your prospects’ most common questions is a huge advantage that can help inform everything from your sales scripting, website copy, and overall messaging strategy. It gives you the chance to answer frequently asked questions before it’s too late. This type of insight also makes for great blog fodder and will help move your prospects along the path to purchase. If your leads are well informed, your sales rep will have more effective conversations when the time comes.

To read the rest of the article: Marketo Blog


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