for Sports Using data to grow fan loyalty Indiana Pacersumbel.com Using Data To Grow Fan Loyalty Need for richer fan data and improved understanding of fans The Indiana Pacers wanted to better understand their fans, create a more comprehensive and cohesive fan experience, and better anticipate their fans’ interest. As a first step, the Pacers partnered with Umbel in early 2014 to collect and import over 300,000 fan profiles into the Umbel platform. By centralizing their fan data, Umbel helped the Pacers run far more sophisticated marketing campaigns for both new and existing fans. Indiana Pacers Case Study: Customer Data Platform Campaign Snapshot Imported fan profiles 300K Complete view of fans on every channel One ROAS on Facebook 13X Indiana Pacers’ marketing team goals: •

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