Data Strategy of the Utah Jazz
Jared Geurts, Senior Director, Analytics, Utah Jazz
The NBA Utah Jazz wanted to unlock the power of its customer data to offer personalized ticket packages and offers. Its previous strategy – where all users received the same marketing messages at the same time – did not utilize customer data insights and served only to promote the offers the team thought were best, rather than listening to the needs of customers. The Utah Jazz wanted to adopt a new approach that enabled them to fully understand each individual customer and serve personalized offers according to their past behavior and preferences.