Phizzle has made available a new SAP-preferred partner solution built on SAP HANA to assist consumer, sports and entertainment brands with their digital transformation.
The Engagement Automation platform, designed for use by marketing teams or developers, is a cloud-based single ecosystem solution designed to identify, engage, analyse, market and monetise an organisation’s customers.
According to Phizzle, bringing together data from multiple applications will enable the delivery of the right messaging and content to a consumer’s preferred channel, based on unique consumer profile preferences and sentiment.
Data can be consolidated quickly and automatically across multiple applications via Phizzle’s FanTracker algorithm to build unique consumer profiles that drive engagement. As well as the computing power of SAP HANA, the solution utilises SAP BusinessObjects Cloud business intelligence and data visualisation solutions.
In March this year, Phizzle and SAP released an automated fan engagement solution for sports, following the formation of a strategic partnership between the two companies.
This week, the companies announced that they had partnered with the Charlotte Hornets of the National Basketball Association (NBA) to provide them with a holistic picture of their consumer and fan data in order to maximise revenue and to enhance the fan experience. As is the case for many professional sports franchises, the Hornets struggled with a heterogeneous data landscape by multiple third-party providers.
The implementation of the solution has provided the Hornets with a real-time cross-channel data profile for 9.5 million fans, revealing that more than 50 per cent of their fan records were duplicates. By aggregating over 25 million fan and consumer interactions, the organisation saved more than $1.5 million and 10,000 hours of consulting, and added additional revenue in ticket sales.
“There are many data warehouse providers,” said Christopher Zeppenfeld, the Hornets’ senior director of business intelligence. “But the real challenge is in consolidating fans into a single profile. Phizzle, powered by SAP HANA, does that better than anyone.”
The Hornets plan to extend the use of the FanTracker software to incorporate more data sources, such as mobile and food and beverage, and to introduce metrics to increase their e-commerce business and provide tailored offerings to consumers.
