News Byte: Epsilon Is Ready For Some Football

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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.


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