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Gain a 360 Deg view of your Fan Base with SAP Partner Phizzle

Date post: 12-Apr-2017
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There are many data warehouse providers, but the real challenge is in consolidating fans into a single profile, and Phizzle does that better than anyone.” - Christopher Zeppenfeld Senior Director of Business Intelligence RESULTS • Identified more than 50% of Hornets 19 million fans were duplicate records • Saved over $1.5 Million and 10,000 hours of consulting • Aggregated over 25 million fan and consumer interactions such as social, email, phone calls, web activity, ticket purchases and more • Generated $156,000 in additional ticket sales Visit phizzle.com or phz.io to learn how our API solutions help you identify, engage, analyze and monetize legacy and 3rd party data to build unique consumer profiles. Call 877-744-9953 or email: [email protected] 1 EXECUTIVE SUMMARY: Like many sports teams, and organizations, the Charlotte Hornets have a siloed data landscape. Chris Zeppenfeld, a technology pioneer in the sports industry, desired a holistic picture of their consumer and fan data in order to maximize revenue and enhance the fan experience. With Phizzle’s FanTracker™ API and data management solutions, the Charlotte Hornets have a real-time, cross-channel data profile for each one of their 9.5 million fans, and a unified data warehouse with SAP HANA. Data from third party applications, both legacy and real-time, populate Phizzle’s 360-degree FanTracker™ profile with up-to-the-minute behavioral data on each individual fan. Phizzle’s FanTracker™ profile reveals detailed insights into a fan’s behavior including sentiment, purchase history, interactions, and fan value across an omni-channel landscape. THE CHALLENGE: The Charlotte Hornets utilize numerous 3rd party applications to run their different business processes and collect purchasing and behavioral data on their fans. With numerous ways for a Hornets’ fan to touch the brand both in-venue and digitally, massive amounts of data are collected and stored in siloed 3rd party application databases. Analytics could be applied to individual datasets within a particular channel, however, constructing the complete fan story that encompasses real-time behavior across all brand touchpoints could not be achieved under their existing, disconnected model. While a data warehouse seemed the obvious solution, the Hornets realized the main challenge would be consolidating records across channels that exist for an individual fan, and linking them to a single identity. A manual deduping process would prove extremely costly and time consuming. Additionally, the need for real-time, high volume data accessibility would likely add to the cost of integration and warehousing. Hornets Objectives: Achieve a single fan identity across an omni-channel landscape Understand fan value. Utilize analytics to drive revenue. THE PHIZZLE SOLUTION: Using the extensive phz.io API provided a streamlined integration solution that eliminated any disruption to the Hornet’s operational workflows, enabling the team to maintain their normal business processes. The phz.io Middleware was deployed to stream data to SAP HANA, allowing it
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“There are many data warehouse providers, but the real challenge is in consolidating fans into a single profile, and Phizzle does that better than anyone.” - Christopher Zeppenfeld Senior Director of Business Intelligence RESULTS•Identifiedmorethan50%ofHornets19millionfanswereduplicaterecords•Savedover$1.5Millionand10,000hoursofconsulting•Aggregatedover25millionfanandconsumerinteractionssuchassocial,email,phonecalls,webactivity,ticketpurchasesandmore•Generated$156,000inadditionalticketsalesVisitphizzle.comorphz.iotolearnhowourAPIsolutionshelpyouidentify,engage,analyzeandmonetizelegacyand3rdpartydatatobuilduniqueconsumerprofiles.Call877-744-9953oremail:[email protected]

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EXECUTIVESUMMARY:Likemanysportsteams,andorganizations,theCharlotteHornetshaveasiloeddatalandscape.ChrisZeppenfeld,atechnologypioneerinthesportsindustry,desiredaholisticpictureoftheirconsumerandfandatainordertomaximizerevenueandenhancethefanexperience.WithPhizzle’sFanTracker™APIanddatamanagementsolutions,theCharlotteHornetshaveareal-time,cross-channeldataprofileforeachoneoftheir9.5millionfans,andaunifieddatawarehousewithSAPHANA.Datafromthirdpartyapplications,bothlegacyandreal-time,populatePhizzle’s360-degreeFanTracker™profilewithup-to-the-minutebehavioraldataoneachindividualfan.Phizzle’sFanTracker™profilerevealsdetailedinsightsintoafan’sbehaviorincludingsentiment,purchasehistory,interactions,andfanvalueacrossanomni-channellandscape.

THECHALLENGE:TheCharlotteHornetsutilizenumerous3rdpartyapplicationstoruntheirdifferentbusinessprocessesandcollectpurchasingandbehavioraldataontheirfans.WithnumerouswaysforaHornets’fantotouchthebrandbothin-venueanddigitally,massiveamountsofdataarecollectedandstoredinsiloed3rdpartyapplicationdatabases.Analyticscouldbeappliedtoindividualdatasetswithinaparticularchannel,however,constructingthecompletefanstorythatencompassesreal-timebehavioracrossallbrandtouchpointscouldnotbeachievedundertheirexisting,disconnectedmodel.Whileadatawarehouseseemedtheobvioussolution,theHornetsrealizedthemainchallengewouldbeconsolidatingrecordsacrosschannelsthatexistforanindividualfan,andlinkingthemtoasingleidentity.Amanualdedupingprocesswouldproveextremelycostlyandtimeconsuming.Additionally,theneedforreal-time,highvolumedataaccessibilitywouldlikelyaddtothecostofintegrationandwarehousing.HornetsObjectives:

• Achieveasinglefanidentityacrossanomni-channellandscape• Understandfanvalue.• Utilizeanalyticstodriverevenue.

THEPHIZZLESOLUTION:Usingtheextensivephz.ioAPIprovidedastreamlinedintegrationsolutionthateliminatedanydisruptiontotheHornet’soperationalworkflows,enablingtheteamtomaintaintheirnormalbusinessprocesses.Thephz.ioMiddlewarewasdeployedtostreamdatatoSAPHANA,allowingit

ABOUTPHIZZLE:Phizzle’sConsumerEngagementCloudispoweringthedigitaltransformationforsports,entertainment,andconsumerbrandsandrevolutionizingthefanexperience.Phizzleintegratesnumerousdatasourcestoholisticallyunderstandeachfan'sbehavior,identifyuniqueandpersonalizedmarketingopportunities,andautomateengagementtotapintofans’interestsanddesires.DeliveredthroughAPIintegrationwithphz.io,PhizzleleveragesthepowerandscalabilityofSAPHANA,alongwithrobustbusinessintelligenceanddatavisualizationfromSAPCloudforAnalytics.

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toscalewiththeHornetshighvolume,real-timedatademands.PhizzleProductsandServicesUsed:

• FanTracker™-TheFanTracker™APIandalgorithmwereusedinordertoconsolidateasinglefanidentity.• phz.ioMiddleware-Thephz.ioMiddlewarewasusedtostreaminnearreal-time,millionsofrecordstotheSAPHANAdatawarehouse.• phz.ioSAPHANABestPractices-Toensureoperationalstabilitywhilereceivingdatafromanomni-channellandscape.

RESULTS:•Identifiedmorethan50%ofHornets19millionfanswereduplicaterecords•Savedover$1.5Milliondollarsand10,000hoursofconsulting•Aggregatedover25millionfanandconsumerinteractionssuchassocial,email,phonecalls,webactivity,ticketpurchasesandmore•Generated$156,000inadditionalticketsales

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BENEFITS:•AccesstoSAPHANA–atrusteddatawarehousesolutionprovidingthespeed,performanceandagilitynecessaryforliveevents•EasyAPIintegrationdeliveredresultswithminimaldisruptiontotheHornetsexistingworkflows•Phizzle’sFanTracker™APIautomatesthecreationof360-degreefanprofileswithdatafromallchannels,updatedinreal-timeandsignificantlyreducesimplementationcosts.

MOVINGFORWARD:HowtheHornetsplantouseFanTracker™Profiles:

•Incorporatemoredatasourcessuchasmobiledataandfoodandbeverage.•Utilizemetricstoincreasee-commercesalesaswellasprovidedeeperinsightintoconsumerbehaviortoprovidetailoredofferings.•DeliveraholisticpictureoftheHornetsrevenueacrossallchannels.


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