Building a data-powered future for Saracens

Key Project Objectives

1. Capture more fan data
2. Strengthen fan relationships
3. Sell out StoneX Stadium
4. Grow Commercial partnerships

Delivery

To truly support commercial activities and maximise fan engagement, Saracens recognised their need to develop and leverage a cohesive strategy that integrated data, technology, and insights across their digital ecosystem.

Saracens appointed InCrowd to deliver a robust and scalable data strategy that would create the foundations for Saracens to more effectively leverage data, technology and insight to support commercial growth and maximise fan engagement.

Next steps included the design and build of the new Saracens data warehouse and the creation of a Single Fan View (SFV). The new data warehouse was built using sports specific data structures to collate data sources into the SFV to be leveraged for hyper-targeted activations and insights provision. This new set-up optimises first party data capture by integrating with all existing data sources, using automated processes leveraging API & SFTP functionality. 

In order to utilise the new, organised data effectively, InCrowd also introduced market leading data and marketing products, including a preference centre, advanced Cortex segmentation tool, Audience Builder, and email service provider Dot Digital, with which Saracens are building, deploying and tracking email and SMS campaigns.

Dot Digital is an InCrowd recommended, preferred and market-leading email service provider on which Saracens email and SMS campaigns are built, deployed and reported. Core features include a two-way sync between the Saracens’ Fan Data Platform (FDP) and Dotdigital enabling automated audience segmentation, and engagement data to be leveraged to drive insights and identify opportunities. This key integration between the FDP’s Audience Builder & Dotdigital means that up to 50+ data points can be used for campaign segmentation, with automated syncs and deployments helping the team to scale campaign sends. Alongside A/B testing functionality and AI recommendations, the Saracens team can guarantee the right message goes to the right fan at the right time.

Another key objective is to consolidate all technology platforms to unlock maximum team productivity, collaboration and efficiencies. Integration with the Saracens’ data warehouse ensures all sales and supporter services team members have visibility of the most accurate fan data to ensure a personalised experience is delivered to fans. 

Central to this are integrations with Salesforce Sales Cloud to increase commercial team efficiencies by consolidating all sales data and activities into one single platform, and Salesforce Service Cloud to streamline case management, utilising the Single Fan View to track and manage customer journeys with Support Services. These integrations are currently in development.

With the ability to understand what fans want, when they want it, and how they prefer to engage, Saracens are able to generate and elevate new commercial opportunities and generate real ROI, whilst building a deeper connection with their fans, turning casual supporters into dedicated advocates of the club.