from Dave McCarthy at NHL.com,
Heidi Browning, the NHL's Chief Marketing Officer, believes the future of sports consumption is all about personalization so she is focused on making sure the NHL is ready to communicate in the ways fans will want to communicate.
"It's all through social, it's all about messaging, that's our future, and if we can't communicate in those channels we're going to have a big problem ahead of us," said Browning, speaking at the PrimeTime Sport Management Conference. "Now is the time to harness these insights so that when that shift happens in scale, we're ready for it."
As the League continues its digital transformation of its 100-year-old brand, from a business operations standpoint, it is developing a system called Blade, which will work across the fan engagement group, the analytics group and the technology group. Together, the three groups will bring a host of capabilities to the League and its teams to help personalize the fan experience.
"First is aggregate. Second is analyze. And third is activate," Browning said. "We have up to 30 different data sources coming into the League alone and they're all disparate data sources. They come from real-world experiences, digital experiences and social experiences. Our job is to bring in these sources and unify them into a single fan ID, first at the League level and then to bring in the 31 clubs to understand what's the true scale and engagement of our fans."
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