MyBLACKCAPS collects, processes
and uses extensive data on every member to personalise communications, cleverly
balancing ‘what they say’ with ‘what they do’.
Profile data: not just contact
details and location but preferences on cricket match types (test/ODI/T20),
venues, teams, domestic cricket, women’s cricket etc., plus permissions on the
various email programs offered. Data is collected at enrolment, online, and an
innovative ‘progressive profiling’ system.
Engagement data: every
registration and opt in. Every email open/click, every web page viewed and
video watched, every login, every mobile app interaction, every form filled
out. Engagement scoring systems award points for each interaction and deduct
points for inactivity over time.
Purchase data: every ticket and
merchandise purchase, broken down and analysed by match, venue, price point,
product type and more. This is used to detect campaign success and to produce
extensive insights into life time value and pricing analysis.
This data controls and personalises
communications in multiple ways. Because the communications are personalised,
they are more relevant. And because they are relevant, fans engage more. When
they engage, they become more involved and more likely to purchase tickets.
MyBLACKCAPS has proven that members who are highly engaged in these comms spend
up to seven times more on tickets than those who don’t engage at all.
For the 2015/16 season, the full
ticketing and content package came together. By then MyBLACKCAPS had enrolled
135k members. So New Zealand Cricket bet big on the power of its new database
by staging its biggest ever summer of international cricket against Sri Lanka,
Pakistan and Australia.
The program delivered, beating a
record revenue target by 14%. This achievement is directly linked to the digital
engagement of MyBLACKCAPS members, who accounted for 77% of total ticket
revenue. MyBLACKCAPS is now a crucial asset to NZC.