Posts Taged data-driven

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.

The correct use of data for marketers: Big, little, or nearly any thing in between


As a dedicated integrated media and marketing technologist long supporting the advent of personalized marketing (aka database marketing, perhaps aka as scientific marketing), I clearly see the use of data, clearly see the advantages of correctly applied data, and also see the confusion that may be widespread throughout our industry when the following question is asked: “Is there a correct process, methodology for the use of data – big or little?”

Two sides of the coin

From the standpoint of the brand and the consumer, correctly applied data will (hopefully) shorten the sales cycle, provide greater degrees of targeting and perhaps increase your ROI or user satisfaction levels. Correct use of data will also place the consumer in a position to trust your brand, believe in your message, feel wanted and desired. Check out the sidebar contained in this article. Incorrect use of data can be, at the least, a disaster.

Something old, something new?

There is nothing new to data and its use in marketing. What has changed in my opinion is the varied availability, quality, depth and understanding of the data stream and the many tools that are available to measure your use (successfully I hope) of big or little data.

Many marketers use the analogy of DNA to express the depth that modern data can reach, but after some thought I feel the better analogy is a fingerprint. A fingerprint to be used in court must meet a minimum of 10 clearly defined and identifiable markers; anything less does not truly identify the suspect. More markers provide less questioning of the suspect and more additional confirmation of the suspect involvement and fit to your brand – does this not sound more like marketing use data than DNA? A key advantage of this viewpoint allows you the brand, to define the markets as your need dictates!

Picture credit: (c) Demographics include age, behavioural, gender, location, media used, buying cycle, purchasing history, income, hobbies, demographic snapshot, and so on. The advantage of a data fingerprint is you can define the ridges and valleys based on your marketing needs and further define your market. Illustrated as examples only.

To me, the fingerprint analogy can be used to not only identify current or potential customers, but can also support your understanding, the quality and use of the media selected, more fingerprints on the media selected or used can be indicative of defining the value or liking the selected media – digital or non-digital media. You can use a variety of tracking tools – attribution software, to follow, track the fingerprint trail from media to media measuring the media, length of time with the media, where the media leads and how many others have “touched” or been referred to the media and the marketing tools offered. Does that make sense to you? It does to me.

Follow the fingerprint trail

If we continue the fingerprint analogy, a customer or prospect will leave their fingerprint when they use a service, buy a product, act via a media, or activate a call to action. I call this path the customer/prospect journey. As you can guess, each journey has some generic parts, but the more we as marketers can define the journey, the more stable, the more personal, the more relevant, the more interactive and integrated we can make the journey. The measured end result should be positive; of course, depending on your program’s goals and objectives and how well you target and use the data.

The CIS of marketing

Your investigation of data should begin with the correct selection, evaluation, examination and purchase of behavioural, location, purchasing, social and other components of the data or demographic stream. This Customer Integration Strategy (CIS) is the first element in the successful use of data within your marketing plan. Infact according to a recent article by Natasha D. Smith, “Data is everywhere” . . . “it from the consumer’s POV feeds virtually every aspect of life” and allows the brand to “map or track” the digital fingerprint. Very true, but data, like computers, live by the statement “garbage in and garbage out”, a statement we in the digital world are all too familiar with hearing. So when considering the datafication of your marketing, your mantra should be “the correct use of data, the correct use of data and yes the correct use of data” stated along side of good data, good data and good data.

Sidebar: I am a dedicated sailor, yet a major brand within the marine industry continues to send me non-sailing (power boating) promotional material despite my many request to have them STOP. They by not honouring my request have moved from my (PEZ) Personal Engagement Zone into the trash and by not understanding my needs (sailing vs. power boating) have alienated me from perhaps ever purchasing from their brand. Not to mention the wasted cost of each and every mailing, email and catalog they send to a non-interested party!

The fingerprint of data marketing

How do you define the correct use of data? It’s a tough question with many – as you can guess tough answers dependent upon your specific program, goal and objectives. As with many marketing efforts your correct use is dependent on your goals and objectives, but with data use you will need to think like a pilot – a pilot is never flying in the space that the plane occupies but in the space the plane WILL occupy – in short think ahead, well ahead of the current need think of the end game!

Use this checklist to start your data process (not in order of importance):

How have or how will your prospects/customers behave over a fixed timeline?
Is your target in the process of shopping, looking, or researching?
Are you in pre-tail, retail or a post-tail strategy?
How do age, income and other demographic “markers” impact your plan or needs?
Is your target a B2B, B2C or C2C market?
How would specifically define your consumer/prospect/customer?
What is the value and use of your proposed media mix?
Are you considering “intelligent or scientific” marketing tools such as Social, Mobile and Location or SoLoMo?
Is your need to build awareness, activate an inactive base, and “touch” an existing consumer/prospect/customer or other?
Are you looking to find new buyers, a repeat buyer or something in between?
Define your data selection by use, age and media selection of the consumer/prospect/customer or client.
How will your customer receive your use of their data?

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