New Zealand Rugby League Achieves Sellout Success with the Help of Domo
Customer Company Size
SME
Region
- Pacific
Country
- New Zealand
Product
- Domo BI & Analytics
Tech Stack
- Data Management
- Data Visualization
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Brand Awareness
- Customer Satisfaction
Technology Category
- Analytics & Modeling - Real Time Analytics
Applicable Functions
- Sales & Marketing
Use Cases
- Demand Planning & Forecasting
Services
- Data Science Services
About The Customer
New Zealand Rugby League (NZRL) is an organization responsible for delivering the grassroots game across the country. It also manages New Zealand's professional international teams: the top-ranked Kiwis men's team and World 9s Champion Kiwi Ferns women's team. After a two-year pandemic, resulting in zero professional rugby league on home soil, NZRL was given the chance to host an international doubleheader Test match, bringing the pinnacle rugby league event back to New Zealand shores. The organization has around 30 employees and four Domo users.
The Challenge
Rugby league is a significant part of life in New Zealand, but the pandemic severely disrupted it. While the game could be played safely at the club level within New Zealand and professionally in Australia, the country's stringent border controls made international play impossible for more than two years. To bring back international rugby league, New Zealand Rugby League (NZRL) knew it needed to leverage all the data at its disposal. After a two-year hiatus due to the pandemic, NZRL was given the chance to host an international doubleheader Test match, bringing the pinnacle rugby league event back to New Zealand shores. The challenge was to increase fan engagement and boost ticket sales for the match and beyond.
The Solution
Working with their digital partner LayerCake, New Zealand Rugby League identified Domo as the platform the organization would use to execute a data strategy designed to increase fan engagement and boost ticket sales for the match and beyond. Domo was selected as the data management platform thanks to its ability to store, process, and visualize content in one platform. With Domo, New Zealand Rugby League was able to leverage its historical ticket data, marketing data, social marketing data, and customer data to inform and boost its marketing impact in the run-up to the Test match. They were able to be more precise in who they marketed to, and they were able to correlate the exact impact each marketing effort had on ticket sales. Because they could better track the impact of their marketing spend, they were able to redeploy some of their marketing dollars knowing that they had hit their targets.
Operational Impact
Quantitative Benefit
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