新西兰橄榄球联盟在 Domo 的帮助下取得门票销售成功
公司规模
SME
地区
- Pacific
国家
- New Zealand
产品
- Domo BI & Analytics
技术栈
- Data Management
- Data Visualization
实施规模
- Enterprise-wide Deployment
影响指标
- Brand Awareness
- Customer Satisfaction
技术
- 分析与建模 - 实时分析
适用功能
- 销售与市场营销
用例
- 需求计划与预测
服务
- 数据科学服务
关于客户
新西兰橄榄球联盟 (NZRL) 是一家负责在全国范围内开展草根橄榄球运动的组织。它还管理着新西兰的专业国际球队：排名第一的 Kiwis 男子队和世界 9s 冠军 Kiwi Ferns 女子队。在经历了两年的疫情，本土没有举办任何职业橄榄球联赛之后，NZRL 获得了举办国际双打测试赛的机会，将顶级橄榄球联赛赛事带回了新西兰海岸。该组织拥有约 30 名员工和 4 名 Domo 用户。
挑战
橄榄球联赛是新西兰人生活中的重要组成部分，但疫情严重扰乱了人们的生活。虽然这项运动可以在新西兰的俱乐部级别和澳大利亚的专业级别安全地进行，但该国严格的边境管制使得国际比赛在两年多的时间里无法进行。为了恢复国际橄榄球联赛，新西兰橄榄球联盟 (NZRL) 知道它需要利用其掌握的所有数据。在因疫情中断两年后，NZRL 获得了举办国际双打测试赛的机会，将这项顶级橄榄球联赛赛事带回新西兰海岸。挑战在于增加球迷参与度并提高比赛及后续赛事的门票销量。
解决方案
新西兰橄榄球联盟与数字合作伙伴 LayerCake 合作，确定 Domo 为该组织用来执行数据战略的平台，该战略旨在提高球迷参与度并提高比赛及后续的门票销售量。Domo 被选为数据管理平台，是因为它能够在一个平台上存储、处理和可视化内容。借助 Domo，新西兰橄榄球联盟能够利用其历史门票数据、营销数据、社交营销数据和客户数据，在测试赛前夕提供信息并提升其营销影响力。他们能够更精确地确定营销对象，并且能够关联每次营销活动对门票销售的确切影响。由于他们可以更好地跟踪营销支出的影响，因此他们能够重新部署部分营销资金，因为他们知道自己已经达到了目标。
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