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The Boston Red Sox Kickstarts Audience Targeting

The Boston Red Sox uses Flywheel and BigQuery to segment audiences and launch campaigns within hours.

Julia Parker

Julia Parker

In 2020, sports teams were hit hard by two major challenges: the Covid-19 pandemic and shifts in advertising and engagement channels. With stadiums empty and sales down, organizations were struggling to find new ways to acquire fans and keep them engaged.

But not the Boston Red Sox. They were determined to turn the tide and kickstart a new strategy for fan acquisition using the power of data analytics, Moneyball for the Front Office.

Already invested in BigQuery as their cloud data warehouse, the Red Sox team knew that building a secondary silo to host customer data and act on it would be a massive sink of time and resources. They also recognized that setting up a customer data platform (CDP) would take too long.

Instead, the team decided to take their data stack to the next level and work with Flywheel. Flywheel’s platform would bring together all of the capabilities of the team's data warehouse for the marketing team to use independently.

With Flywheel's no-code Audience builder, the Red Sox marketing and sales teams could suddenly segment audiences and launch CRM and Marketing campaigns within hours instead of weeks. This allowed them to quickly adapt to the ever-changing landscape of fan engagement preferences and advertising costs.

Investing in a modern data stack not only saved time and resources, but it also provided them with the tools they needed to thrive in a post-Covid world. By harnessing the power of data analytics, the Red Sox were able to make informed decisions about their marketing strategies and better engage with their fans.

Example Modern Customer Data Stack Architecture
Example Modern Data Stack Architecture

Better Together: Flywheel and BigQuery

The Red Sox team took advantage of 4 major benefits of the powerful integration between Flywheel and BigQuery:

Single Source of Truth (SSOT) Activation

By eliminating the need for another data silo, the Red Sox could immediately begin activating from their single source of truth for customer data–their data cloud.

Build audiences using SSOT
Example Single Source of Truth utilized within Flywheel

Intelligent Models

Using predictive models, the Red Sox sales team was able to take machine learning models off the shelf and put them into action, to intelligently hone in on audiences most likely to purchase through targeted outreach.

Example audiences built in Flywheel
Example audiences built in Flywheel

Seamless Data Communication

With BigQuery's data-sharing capabilities, the Red Sox data can be easily integrated with league-provided data, allowing for a seamless combination of the two.

Performance Measurement

With Flywheel's audience data written back to BigQuery, the Red Sox analytics team could measure results centrally for their sales and marketing efforts, and deliver more effective and engaging communications with their fans.

Example performance measurement in Flywheel
Example results measurement in Flywheel

Divide and Conquer: The Art of Targeting with Flywheel

Flywheel’s Audience Builder enables marketing and sales teams to unlock the potential of their data without the data team needing to rebuild bespoke targeting lists and queries.

Build Intelligent Audience Segments

Successful marketing campaigns require a deep understanding of your target audience, and creating effective audience segments is a critical part of this process. Using the data within the cloud, marketers can build highly-specific customer segments. With these segments in hand, you can then craft personalized marketing campaigns that speak directly to your customers' needs and interests, helping to drive engagement and boost conversions.

Allocate Resources Properly

By implementing Flywheel into your team's workflow, you can reap the benefits of increased efficiency and productivity. With the platform's user-friendly interface, your marketers can easily create and test audience segments without the need for extensive collaboration with the data team. This not only saves valuable time but also empowers your marketers to be more agile and responsive to changing market conditions.

Moreover, by offloading the task of audience segmentation and activation to Flywheel, your data team is freed up to focus on their core competencies of analysis and innovation. This can lead to more robust data insights, better data-driven decision making, and ultimately, greater business success.

Drive Revenue 

Customers are more likely to respond positively to messaging that is tailored to their interests, needs, and behaviors. By using data to create more targeted and personalized messaging, businesses can better connect with their target audience and ultimately drive more sales. As a result, businesses that invest in improving their audience segmentation strategies can reap the benefits of higher engagement, loyalty, and revenue.

Get Started with Flywheel Today

If you’re interested in learning more about the benefits of Flywheel–or you’d like to start activating your data directly from BigQuery like the Boston Red Sox, get in touch with our team today.

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