SmartDM, Dallas Stars Reach Data Management Deal

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SmartDM signed a data management agreement with the Dallas Stars, the Nashville, TN, direct marketing firm said yesterday.


The National Hockey League team will use SmartDM's proprietary data warehousing and marketing technology, DirectTR@K, to consolidate its data into one customer-centric marketing warehouse, combining different data files in multiple formats.


The data warehouse will receive regular data updates from the Stars' tickets.com Prologue ticketing system, allowing the team to view detailed customer information such as purchasing history. SmartDM and the Dallas Stars are working with tickets.com on the potential direct integration of customer data from the Prologue ticketing database.


DirectTR@K will let the Stars segment specific data for targeted e-mail and direct mail campaigns.


"We at SmartDM are very excited to announce our relationship with the Stars. DirectTR@K will provide a solid CRM platform to help the Stars market more efficiently and effectively," said Bobby Whitson, vice president of sports, venue and retail sales.


SmartDM recently signed data management agreements with Major League Baseball's Texas Rangers and the Arizona State University Sun Devils. It also works with the Colorado Avalanche, Denver Nuggets, Columbus Blue Jackets, Nashville Predators and the Vanderbilt Commodores on CRM and e-mail platforms.


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