The answer was analytics
The TOUR’s goal was to build a personal relationship with each fan, discover what makes them tick, then serve them the perfect content. Fans said they want access to behind-the-scenes action, news and storytelling — not just on TV, but on the web and social media. “We needed to win in the digital space and create products and platforms that allow fans to consume us where it’s convenient,” says Trembath. “It’s imperative to our future that we innovate and create this great experience. Because if we don’t, we’ll lose our fans and it’ll hurt our business, no doubt about it.”
The PGA TOUR selected Adobe Audience Manager as their system of truth, using data from their CRM and the TOUR’s many digital channels to create a single view of their fan. Now, they can segment their audience into different groups, such as “avid fans,” who pay for tickets, check the leaderboard on the app or match target demographic profiles. The benefits are two-fold. The PGA TOUR can better tell their advertisers who they’re reaching and they can better serve the needs of their fans. “Five years ago, we had no data analysts. Now we have a VP overseeing all of data and analytics and a team of data scientists,” says Piccolo. “The type of person who comes to our website is really a different person from the one on our apps.”
“All our backend digital analytics are done using Adobe products,” explains Trembath. “It’s really the foundation for all that we do in the digital space. Ultimately, we know that each fan has their own individual journey, so we’ve customised our content around those different segments and how they engage with the sport.” A fan who loves to play golf might be enticed with an offer to play at a world-class PGA TOUR course. A casual viewer might get a push notification that their favourite player is about to sink a third birdie in a row. A die-hard fan who purchased a Friday ticket for a PGA TOUR competition might be offered Saturday and Sunday tickets. “The true goal for us is really to get down to that one-to-one relationship with each fan,” says Trembath.