Case Study

BACKGROUND The Vancouver Canucks are a professional hockey team based in Vancouver, Canada. The team is a member of the National Hockey League (NHLTM).

CHALLENGE HOW ECENTA HELPED The Canucks have millions of To boost sales efforts ECENTA loyal fans across British Colum- proposed the use of SAP Market- bia and other parts of the world. ing Cloud as “Fan Hub” together Understanding their fans better, with SAP Sales Cloud. Data from providing them with a personalized Ticketmaster, SAP Sales Cloud CLIENT fan experience, and ensuring their and Formstack are brought into Vancouver Canucks in-arena experience is rewarding SAP Marketing Cloud, giving the are priorities for the Canucks. Canucks full visibility and key data SCOPE The Canucks currently engage about their most important fans – Implementation and Integration with their fans across web, social the season ticket holders. The data and mobile platforms – specifically enabled the team to create specific PRODUCTS via Canucks.com, Ticketmaster. email campaigns based on custom SAP Marketing Cloud com, Facebook, Twitter and other segmentation rules. And depen- SAP Sales Cloud affiliated websites. The ability to dent upon email behavior, a lead track fan behavior across all of was created in C4C and assigned these digital touchpoints, as well to a Ticket Sales Representative as collecting information about who then contacts the fan to make the number of games a fan at- further offers, or renew the season tends, is key to engaging better membership. The success of the and delivering a more personalized campaign is then measured as a experience that strengthens the function of how many leads are connection between the fan and converted to “Won” opportunities the Canucks brand. in C4C.

ECENTA | www.ecenta.com ECENTA Digital | www.ecentadigital.com PROJECT OUTCOME With ECENTA‘s implementation RESULTS expertise with SAP Marketing Cloud and SAP Sales Cloud, the • Delivered“Fan Hub” with data from: Canucks now have access to a • Ticketmaster solid platform with which to build • SAP Hybris Cloud for Sales out their concept of the “Fan Hub”. • Formstack The team is able to run campaigns • Web Analytics with custom segmentation rules and provide a single overview • Enabled sophisticated of the fan to all members of their segmenta tion and campaigning organization. The end-goal is based on various attributes to improve fan engagement and • Delivered one view of the fan to increase ticket sales. all members of the Canucks organization • Delivered seamless experience CLIENT between Digital Marketing group Vancouver Canucks and the Sales organization SCOPE Implementation and Integration PRODUCTS SAP Marketing Cloud SAP Sales Cloud

ECENTA | www.ecenta.com ECENTA Digital | www.ecentadigital.com