Upload
sap
View
356
Download
0
Embed Size (px)
Citation preview
“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]
1
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.
2
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
3
BENEFITS:•AccesstoSAPHANA–atrusteddatawarehousesolutionprovidingthespeed,performanceandagilitynecessaryforliveevents•EasyAPIintegrationdeliveredresultswithminimaldisruptiontotheHornetsexistingworkflows•Phizzle’sFanTracker™APIautomatesthecreationof360-degreefanprofileswithdatafromallchannels,updatedinreal-timeandsignificantlyreducesimplementationcosts.
MOVINGFORWARD:HowtheHornetsplantouseFanTracker™Profiles:
•Incorporatemoredatasourcessuchasmobiledataandfoodandbeverage.•Utilizemetricstoincreasee-commercesalesaswellasprovidedeeperinsightintoconsumerbehaviortoprovidetailoredofferings.•DeliveraholisticpictureoftheHornetsrevenueacrossallchannels.