Comcast-Spectacor Ventures, a Philadelphia sports and entertainment firm, hired SmartDM, Nashville, TN, to build and maintain a data warehouse for its numerous teams and events.
The data warehouse will cover properties like the Philadelphia 76ers, the Philadelphia Flyers and Philadelphia Phantoms hockey teams as well as events at the company-owned First Union Center and First Union Spectrum. SmartDM also is to help increase business at all four Flyers Skate Zone community rinks.
Comcast-Spectacor aims to better its customer relationship marketing as the business of selling tickets evolves. The company claims mail, e-mail and CRM-led telemarketing are the best ways to reach its customers and prospects.
The company will use SmartDM's proprietary DirecTR@K technology for CRM to boost ticket sales, fan affinity and involvement.
Other DirecTR@K technology users include Major League Baseball's Texas Rangers, the National Basketball Association's Denver Nuggets and the National Hockey League's Colorado Avalanche, Columbus Blue Jackets, Dallas Stars and Nashville Predators.
SmartDM will combine all Comcast-Spectacor properties data into one warehouse and integrate it with other information gathered at First Union Complex events. This combination and integration will let Comcast-Spectacor target key customer preferences and ticket-buying history for e-mail, mail and telemarketing efforts.