One of Qualex’s many clients is the Major League Soccer (MLS). The League contracted with Qualex Consulting Services to implement an Enterprise Data Warehouse (EDW), Business Intelligence (BI) and Advanced Analytics solutions for the both, the league and its 22 clubs.
Leveraging Qualex’s knowledge of data warehouse design, Qualex implemented a sports-centric data model to support data elements from the teams ticketing, financial and customer relationship management (CRM) systems. Prior to Qualex’s implemented solution, data about team operations was primarily only within each of the team’s operational source systems; in effect, constraining the team with several independent “silos” of operational data. Accessing data within more than one system at a time proved both time consuming and inefficient. This acted as a blocker when diagnosing why specific events happened from a revenue generation standpoint, and therefore the League started struggling to predict the next market move in order to prescribe an effective action plan for customized demand generation.
Qualex addressed the challenges presented by these “data silos” by organizing data from the League’s various operational source systems into a consolidated data warehouse using Qualex’s iQ-Sports™ data model. With BI portals integrated to the warehouse, now Club/League management has quick and easy access to key operational data to facilitate strategic decision making in a more timely manner.
Qualex developed a custom solution built specifically around the League’s business needs. The implemented solution leverages the Clubs/League investment in technology to “do all the heavy lifting of data” so Clubs/League management team can spend more time analyzing their business to make strategic decisions.
With Price Optimization and Attendance Forecasting models quickly deployed using the iQ-Sports™ database (including Weather data), MLS was able to start structuring enterprise wide CRM initiatives as a result of a centralized infrastructure, data consolidation and enhancement and analytic capabilities. This allowed the League and its Clubs to efficiently manage customer database and effectively execute marketing campaigns with the right offer at the right time.
The League’s strategy was to communicate benefits and quick wins to key stakeholders by the centralization of analytic resources and the provision of advanced analytic and modeling opportunities. Starting with QLX Price Optimization and Attendance Forecast models, a sample analysis and pilot campaigns were implemented to showcase the impact of data. As a result, the average sales per email increased from $56.42 to $109.01, meaning a 93% increase compared to the prior year campaign. Personalized pilot campaigns delivered targeted sales campaigns by favorite club, gender and past purchase information. This was tracked through utilizing click sales tracking, matching back opens to purchases, and through other client past performance coefficient.
“We have been working with the Qualex team since December 2013 and are very impressed with the commitment and knowledge they provide MLS for the implementation of our new data warehouse and advanced analytics. We look forward to keep expanding this effort and utilizing the findings to get a better view and understanding of our fans and their engagement across all 22 clubs”.
Charlie Shin / VP, CRM & ANALYTICS