News Byte: Epsilon Is Ready For Some Football

Share this content:

As the NFL preseason whets the appetites of football fans nationwide, marketing services company Epsilon is already diving headfirst into professional football, having announced a new agreement in which it will provide a “comprehensive consumer marketing database” for the National Football League (NFL).

While the NFL had previously worked with an ESP, Craig Raymond, VP and general manager of strategic database services at Epsilon, says that the Epsilon omnichannel database is a completely new first-time solution for the sports league.

According to an NFL spokesperson, this is an attempt to create a full multichannel experience: “We want to create a single view of our fan across multiple touch points (stadium, international, online, mobile, social) to better understand and enhance our fan experience," the spokesperson says.

The NFL and its 32 teams have increasingly begun to embrace technology to improve their respective games and fan experiences—such as the Jacksonville Jaguars establishing a football analytics department, the San Francisco 49ers becoming the latest team to adapt iPad playbooks, and the use of Google Glass by various professional players during training camp.

But the Epsilon deployment focuses solely on the fan experience by providing tools and services designed to enable more relevant interactions across all channels—from the traditional direct mail and email to the relatively newer social and mobile. Basically, the solution will combine fan communications across all of the different NFL properties, add self-reported data, and provide the analytics and segmentation that will enable a more personalized engagement.

“There is a variety of data about fans that can be leveraged to create relevance in communications and increase one-to-one engagement,” Raymond says. “This may include preferences, self-reported information, purchases, interactions and much more.”

While the database will constitute various NFL properties, it will not support the individual teams, which have their own marketing infrastructures. The project is currently up and running, and Epsilon and the NFL are focusing on making improvements and advancements.


Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above