imetriq
Smart Decisions
Concacaf
Case Study

TRANSFORMING AUDIENCE INSIGHTS AND MAXIMIZING SPONSORSHIP POTENTIAL: A CASE STUDY ON CONCACAF'S CDP IMPLEMENTATION

Challenge

Concacaf, the governing body for soccer in North and Central America and the Caribbean, had a difficult time comprehending its varied and sizable audience across a variety of platforms and channels.

A huge opportunity was being missed. By harnessing the power of their data they could revolutionize their marketing efforts by providing tailored experiences for their audiences, optimize marketing campaigns, and maximize sponsorship potential.

*CDP: Customer Data Platform

Solution

IMETRIQ IDENTIFIED THE MISSED OPPORTUNITY AND THE NEED TO CENTRALIZE DATA FOR A HOLISTIC USER VIEW, LEADING TO THE IMPLEMENTATION OF CUSTOMER DATA PLATFORM (CDP)

We used Blueconic platform to configure Events and capture user behavior on the site.

Exit
Intent

Geolocation
Listener

Engagement
Listener

Preferred
Visit Hour Listener

The CDP seamlessly integrated disparate data sources, consolidating user information and interactions into a unified and comprehensive profile.

Inactivity

Campaign
Tracker Listener

AdBlock
Detection

Pageview
Tickets Listeners

We focused on three main objectives

UNVEILING
AUDIENCE INSIGHTS

We leveraged the power of first-party data collected from their website, and Google platforms like Analytics and Ads, to uncover valuable insights, including demographics, preferences, behavior patterns, and engagement levels.

STRENGTHENING
SPONSORSHIP AND SALES

By offering highly targeted sponsorship opportunities based on granular audience segmentation, Concacaf increased the attractiveness of its partnerships, resulting in higher sponsorship deals and enhanced revenue streams.

ENHANCING
MARKETING CAMPAIGNS

By delivering relevant and engaging campaigns, Concacaf experienced improved Key Performance Indicators (KPIs) such as increased click-through rates, conversions, and overall campaign effectiveness.

Achievements

Concacaf's adoption of the CDP yielded remarkable results across multiple areas. They experienced a significant increase in sponsorship revenue, thanks to the ability to offer precise audience targeting to partners.

Imetriq

THE IMPROVED UNDERSTANDING OF THEIR USERS AND AUDIENCES LED TO ENHANCED FAN ENGAGEMENT, LOYALTY, AND TICKET SALES.

WE USE DIFFERENT CONNECTIONS TO FEED THE DATABASE FROM DIFFERENT SOURCES

All the data obtained was then visualized in dashboards that provided insights about the segments.

  • Google Universal Analytics
  • Predictor Game S3 Connection
  • Members Concacaf SFTP
  • [CONCACAF] Mailchimp
  • Twitter Connection Concacaf
  • FB/Instagram Ads Connection
  • Google Ad Manager (Publishers)
  • Google Ads Connection

WE STARTED WITH 4 MAIN AUDIENCES

CORE FANS

CASUAL FANS

TOURISTS

TICKET SALES

Once we had determined the general audiences, we broke them down by gender, language, and interests (tracked by taking into account the keywords of the pages visited on the site) to make more specific audiences.

TO CAPTURE THE BEHAVIOR OF THESE AUDIENCES, WE CREATED 2 MAIN LISTENERS

Behavior Listener

Which allows to Enable segmentation of users based on navigation, content consumption and clicking behaviors.

Interest Ranker 2.0

Collect data about customer interests based on their content browsing, buying habits, preferred items, or favorite products.

Imetriq

MOREOVER, BY FINE-TUNING ITS MARKETING CAMPAIGNS BASED ON DATA-DRIVEN INSIGHTS, CONCACAF ACHIEVED HIGHER CONVERSION RATES, IMPROVED CUSTOMER ACQUISITION, AND STRENGTHENED ITS OVERALL BRAND POSITIONING.

STAY IN THE
DATA KNOWLEDGE

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