Ole Miss knew their fans were engaging with them at multiple touch-points: merchandise, social media, concessions, donations and apps. But those touch points were all recorded or siloed in different places. One single fan —someone who purchased tickets, bought a hot dog at the game, opened emails, posted on social media, and downloaded their app— actually looked like multiple fans. There was no way to leverage it for revenue or lead capture. Ole Miss needed to understand how fans engaged with them across multiple touch-points, to increase ticket sales, lower no-show rates, improve fan engagement, and increase margins on merchandise and concessions.