NBA Team

Leverage data to drive ticket sales efficiently and effectively.

Client

An American professional basketball team competing in the National Basketball Association (NBA) as a member club of the league’s Western Conference Northwest Division.

Goal

With 40+ games in the regular season and median ticket prices in the $100 range, we were challenged with identifying audiences with the requisite disposable income and interest to buy tickets, but not a level of interest substantial enough that they were already season ticket holders. These ticket buyers have a lot of choice being in a major market with other sports teams, live music, theatre, etc. as comparable products. Our efforts were measured by increasing single game ticket sales throughout the season, in addition to promoting a wide variety of promotional packages.

Strategy

FiveFifty mined performance metrics indicating intent from high performing content related to sports, local news, and events. The team leveraged this data to build targeted site lists, which allowed us to increase inventory on high value sites. FiveFifty layered that inventory with CRM audiences (offline transactions and email) to message on a one-to-one basis with past ticket purchasers, as well as build lookalike models to identify similar people.

Results

182

Percent

+182% increase in year-over-year revenue

34

Percent

+34% increase in overall conversion year-over-year

10.75

Times

Grew campaign ROAS to 10.75x from 4.16x the preceding year

15

Percent

-15% decrease in CPA year-over-year

CCR

Doubled click-conversion rate year-over-year.