Learn more about the unique nuances of the Sports Marketing and find out how industry experts are elevating their efforts.

1. Sports Webinar | December 12, 2018
+

2. Relationship One +
Oracle
Sports Webinar | December 12, 2018

3. CONFIDENTIAL | 12/12/18
Introductions
G.M. Ciallella
Digital Marketing & Analytics
Manager, Anaheim Ducks
Jeff Harkness
Senior Marketing
Cloud Consultant,
Relationship One
Darrell Walker
Sr. Account Executive,
Oracle Marketing Cloud

4. Unique Challenges
of the Sports
Marketing World

5. CONFIDENTIAL | 12/12/18
Small Staffs
• 1-2 person departments covering it all
Technical complexities
• Requires a broad skill set—front end dev,
analytics, data architecture …
Pulling it all together on a shoestring
LEAN TEAMS

6. CONFIDENTIAL | 12/12/18
Pro sports teams often serve multiple
audiences with data from partners and
third-parties. Importing and organizing this
data can be a major challenge
• Ticketing
• eCommerce
• League
• Community
Multiple sources requiring technical solutions
DATA COMPLEXITY

7. CONFIDENTIAL | 12/12/18
• Fast-changing narratives
• Little control over outside events
• Constant media spotlight
CONSTANT CHANGE

8. CONFIDENTIAL | 12/12/18
Diverse audience interests
• Must deliver on the brand promise at all levels
Extreme brand loyalty
• Passionate fans leave no margin for error for
poorly timed or off-brand messages
Every communication matters
• Maintaining engagement throughout the year
can be a challenge
Premium brands require premium experiences
HIGH EXPECTATIONS

9. Anaheim Duck's
and Oracle Eloqua
Marketing

10. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted
Anaheim Ducks
The Eloqua Advantage Discussion
G.M. Ciaella
Digital Marketing Manager

11. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Adaptive
Orchestrate individualized
customer experiences more
rapidly than competitors based
on real-time behavior,
preferences or attributes
Accurate
Target the right customer
with the industry’s most
robust solution for linking
customer IDs across
devices and channels
Intelligent
Create customer experiences
that are self-learning and
predictive with the most
complete solution for
optimization and personalization
Open
Tap into the marketing and advertising technology you rely on today, reducing dependency on IT
Data-Driven
Connect the largest audience
data marketplace of anonymous
profiles with your known data to
create the most comprehensive
view of your customers
The Vision for Modern Sports Entertainment Marketing
Oracle Confidential – Internal/Restricted/Highly Restricted

12. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Knowledge
• Buying Cycle
– Due to sports seasons, they can be long. Budgets are typically month after season
• Topliners
– Create a Sports users group
• Sales Tools
– http://content.oracle.com/site/gsc/mcgsu/ProductMarketingSalesTools/Industry/Me
dia/index.html
• Sports vs. Entertainment
– Sports: Eloqua
– Entertainment: Responsys & Eloqua
Oracle Confidential – Internal/Restricted/Highly Restricted 3Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |6/22/18 Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 11
Top Challenges For Sports Marketers
• Better Connect With Fans
- Engage at a personalized level with each individual
- Develop effective nurture & multi-touch campaigns
• Find New Revenue Sources Beyond Ticket Sales
- Unique offers on merchandise & concessions
- Customized event invites based on fan attributes
• Visibility Into Online Behavior to Understand Fans
- Have one version of the truth with a 360˚ view of fan interests
- Gain insight into online fan behavior
• Increase Productivity and Do More With Less
- Allow Marketers to focus on strategic initiatives with successful automated execution

13. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
▪ Increasing individual ticket revenue
▪ Being able to segment certain fans in
sections and communicate with them in
same campaign as subscribers
Key ResultsBusiness Challenges
$915,885 Up from $375,086 individual ticket
revenue from email 3 years before
Eloqua
4x Eloqua has helped them add
different content which has saved
them a ton of time
Anaheim Ducks

14. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
60%
Reduced cost per
order by matching
offline segments
Drive Results That Matter
Accurate Data-Driven
48%
More efficient
campaign spend
through look-alike
models
Adaptive Intelligent
3xLift in revenue per
behavior-based
marketing campaigns
Open
400+
AppCloud Integrations
reduce IT burden
8%
Increase in purchase
conversions through
testing & optimization
Oracle Confidential – Internal/Restricted/Highly Restricted

15. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
An Integrated Platform Spans the Fan Lifecycle
Oracle Confidential – Internal/Restricted/Highly Restricted
Prospect & Acquire
Connect data and activate it across
paid media channels
✓ Data Management Platform
✓ Datalogix
✓ Media Partners
Convert
Deliver tailored, optimized experience
to drive purchase or collect contact
✓ Commerce
✓ WebCenter Sites
✓ Maxymiser
✓ Cross-Channel Orchestration
✓ Marketing Automation
✓ Social Marketing
✓ Content Marketing
Retain & Grow
Orchestrate experiences across paid, owned and
earned media to drive cross-sell and upsell revenue
Actionable Audience
Profile
Anonymous Known

16. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Gartner Magic Quadrant for CRM Lead Management

17. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Oracle Marketing Cloud Professional Sports Success

18. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |Oracle Confidential – Internal/Restricted/Highly Restricted

19. How One Team
Is Coping

20. CONFIDENTIAL | 12/12/18
DATA AUTOMATION
Having the right data, organized and at
your fingertips enables marketers to meet
ever-increasing expectations
• Data warehouse integration in progress
• Leveraging automated SFTP imports
• Powering personalization and segmentation
Update to add, or delete text box

21. CONFIDENTIAL | 12/12/18
PLAN TO BE NIMBLE
Keep it simple, use tools built for speed
and expect the unexpected
• Simple email campaigns for quick turnaround
• Templatize, Templatize, Templatize
• The right message at the right time

22. Thank You
Sports Webinar | December 12, 2018