Not so long ago when the idea of using data and analytics to better understand consumer interests and needs, especially related to something like sports, included a quick-filled questionnaire and a coupon for a free hot dog on match day.
All that has changed with the evolution of our business intelligence & amp; Analytics team. “Through our efforts, we were able to see a more holistic view of fans and understand their motivation,” said Ashley Goodin, business analysis manager. “We are applying these capabilities throughout the business to expand and improve the experience we create for Jets fans.”
The combination of Jets Zero Data, First Page Data, and an extensive list of second- and third-party sources has set the team up for success in the new world of data-driven marketing. The Jets and its growing staff of business intelligence experts are already taking action along with corporate partners.
The Jets provide an opportunity for top, long-term corporate partners to take their relationship with Jets fans to the next level with Enhanced Business Intelligence Rights. These rights include access to analytical consultations, launched by the Jets Data Warehouse, all to increase the return on investment in the partnership. Jets is already working with several partners, including BETMGM, WynnBET, Constellation Brands, Diageo, Jackpocket and JetBlue, to strategically enforce Enhanced Business Intelligence rights and increase their level of engagement with target markets.
“We are happy to work with so many data analytics partners who are already using Enhanced Business Intelligence Rights to implement a thoughtful approach to performance marketing. We are extremely optimistic about the value this will continue to provide to partners and fans,” said Jeff Fernandez, Jets vice president. for Business Development + Ventures.
“As the first digital platform, data is at the heart of everything Jackpocket does and our insights have been key to the exponential growth of the digital lottery over the past year,” said Peter Sullivan, CEO and founder of Jackpocket. “It’s a privilege to work together with a long-term partner like the Jets with individuals dedicated to uncovering unique and advanced insights about their fan base, while providing partners like us with exciting opportunities to collaborate,” Sullivan said.
One of the areas where Jets partners have found great success is bringing personalized messages to fans through program advertising. The team recently joined forces with Goodway Group and Genius Sports, two top digital media agencies, to incorporate affiliate advertising into high-performance media streams across the Jets fan base.
“The Goodway Group has a long tradition of helping its clients analyze their first-party data to be used for successful initiatives. We are extremely excited about our partnership with the Jets and understand the huge responsibility to deliver useful fan insights to their corporate partners,” said Gregg Rubin. , Director of Business Strategy and Development of the Goodway Group.
“Brands are looking for the most effective method to connect with their target audience. The capabilities unlocked by our data analysis team, as well as the relationships with agencies and suppliers we have developed, combine to provide personalized and meaningful connections between our partners and the Jets fan base,” he said. is Tom Pugliese, Jets Corporate Partnership Manager for Business Insights.
Stay with us to keep the Jets on this path to the future of strategic data-driven marketing and corporate partnerships.