Campaign Automation Improves Efficiency

GameChanger

Sports technology company reduces errors and improves client efficiency with automation solution

SOLUTION

Platform Migration and Automation

SERVICE

Marketing Cloud

VERTICAL

Sports and Technology

THE CLIENT:

Community-minded sports technology company

GameChanger builds simple and powerful products for youth sports teams and their communities. The company’s mobile app and website provide scorekeeping, stats, access to live game streams, and other to helpful tools to thousands of basketball, softball, and baseball teams and their fans. Since its founding in 2009, more than 24 million games have been scored on GameChanger.

THE CHALLENGE:

Time-sensitive setup on a new email platform to launch a new business

GameChanger needed help as they wanted to combine several apps into one new app, set up the business on a new email platform, and launch to market in record time. The primary challenge was figuring out how to format the audience data, import it into Sailthru, and deploy the campaign series. The timing of the campaign deployment was critical and was tied to the launch of their new app.

THE SOLUTION:

Using data expertise to create a smarter approach to marketing

After a review of GC’s high-level communication plan, Theorem consulted on a comprehensive data solution including a custom schema, import process, campaign automation, and configuration. This holistic solution provided GC with maximum flexibility and control over messaging their eligible audience, easily maintaining user profile data relevant to the campaign, monitoring performance and adjusting send volumes, and providing a simple framework for collecting post-deployment KPIs. This allowed us to throttle send volumes, protecting the performance of the new app.

THE IMPACT:

An automated solution that reduces errors and improves client efficiency

Our data-driven campaign automation solution has allowed GC to power the series almost exclusively through the data management process alone, reducing the need to oversee each campaign touch-point and allowing the data to essentially trigger every email. Ultimately, GC was able to execute a complex marketing communication campaign while maintaining granular control over their audience and messaging cadence.

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