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Data Fuels the NFL’s International Growth Strategy: Football in the Land of Foot...Soccer

Thu, Jun 20, 2019 1:00 PM EDT{LOCAL_TZ}



Summary

When the National Football League decided to bring the “other” kind of football to Europe, it needed to find a way to grow, educate and connect with an entirely new market. They needed to go beyond simple acquisition to reach fans who had a very different definition and passion for “football.” The solution: Make each touchpoint data-driven to truly understand this new fan base and drive 1:1 messaging. 

Join Divya Goel, director of media marketing at the NFL, and Ben Cockerell, VP of marketing at Jebbit, to hear how the NFL captured a new marketable universe and increased the lifetime value of international fans. You’ll find out:

  • How the NFL used explicit first-party data to create customer profiles to build a better connection with fans
  • The robust media mix for a 365-day strategy to drive the best possible customer experience
  • How the NFL leveraged data-driven insights to deploy the right message at the right time
 
 Speakers

Divya Goel
Director,
Media Marketing      
NFL

Divya creates omnichannel strategies for marketing initiatives for the NFL to retain avid fans, reengage casual fans and acquire new fans. She had held several positions with the NFL and also was a social media analyst for the NBA’s Sacramento Kings.
Ben Cockerell            
VP, Marketing
Jebbit

Ben leads a team focused on helping brands understand and unlock the marketing potential of marketing powered by first-party data. Prior to joining Jebbit, he was the global director of marketing for Crimson Hexagon.

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