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Leveraging Digital Data to Drive Content Strategy

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Leveraging Digital Data to Drive Content Strategy SUCCESS STORY LEVERAGING DIGITAL DATA TO DRIVE CONTENT STRATEGY WITH THE ARIZONA COYOTES With a new roster and data-driven ownership group, the Arizona Coyotes are on pace for a successful 2020-2021 NHL season. Considering that digital strategies are a focal point now more than ever, how do the Arizona Coyotes leverage digital and social analytics to gain actionable business intelligence? Digital Focus Looking back, the summer of 2019 was monumental for the Arizona Coyotes. The team began a renovation of their digital strategy, an action sparked by new ownership that is analytically driven. Furthermore, the team revamped its on-ice product with several notable additions to the team. As the sport and entertainment industry focuses on the effectiveness of digital content, the Coyotes are realizing dividends from this APPLICATIONS IN USE investment. KORE Data Warehousing & Analytics™ The Coyotes recently expanded their relationship with KORE Software to leverage KORE’s Data Warehouse & KORE Ticketing & Fan Analytics™, Ticketing & Fan Engagement™, and Suites & Engagement™ Premium™ modules. Cole Cook, Coyotes VP of Strategy & Business Intelligence, joined the team in 2019. KORE Sponsorship & Partner Leveraging Cook’s experience in digital strategy on the Engagement™ agency side of the industry, the team decided to invest KORE Suites & Premium™ heavily in resources to drive digital growth. The Coyotes’ data was previously spread across multiple disparate platforms, resulting in silos, limiting the sharing of key insights between groups such as marketing, analytics, sponsorship, and executive teams. Furthermore, they lacked the ability to see an overview of business metrics across digital channels. With a focus on aggregating data and enabling the analytics team to generate actionable insights, the Coyotes implemented the KORE Digital Insights package. [email protected] // koresoftware.com COYOTE DIGITAL INTEGRATION DATA SOURCES Visualizing Key Event Data The Coyotes now take advantage of KORE’s Social Channel Overview reporting. This aggregation of data from all social sources gives a holistic view of key performance indicators (KPI). Leveraging this report, the Coyotes visualize engagement metrics around activities like partner promotions and team transactions on a game-by-game basis. Partner Promotions On November 16th, 2019, the Coyotes hosted the Calgary Flames for Hockey Fights Cancer Team Transactions night. The team posted over 30 times that The Coyotes made two noteworthy trades night across their social channels. Using during the 2019-2020 season, one in June the Season Insights Report to visualize for Phil Kessel, and one in December for KPIs on a per event basis, layered with Taylor Hall. How much attention did these broadcast and partner metrics, the team trades draw? The new reporting layer saw a 200% increase versus their 2019- showed a 387% increase in daily average 2020 gameday average for engagements engagements for the Phil Kessel trade, and a massive 745% increase on their daily and back-to-back days of 645% and 653% engagement average compared to 2019. increases in engagements across their social channels around Taylor Hall’s trade. Engagements by Game Day 2019-2020 Season [email protected] // koresoftware.com “The [BI] group now has a seat at the table with marketing for upcoming content initiatives, as they are providing real-time data to inform strategy.” COLE COOK | VP, STRATEGY & BUSINESS INTELLIGENCE Driving Content Strategy The reports are driving a better The Coyotes also leverage KORE’s content understanding of digital KPIs which reports to better understand what is enables smart decision making across performing well and how to target the right the business. Using video metrics as an people with the right message. example, the team takes full advantage of the reports to better understand “The KORE Social Insights reports have KPIs such as how long people watch broken down internal silos for the team their content, click to plays, and percent and allow our Business Strategy & Analytics to completion across channels. team to have a positive impact on our production and social media teams by When the Coyotes production team saw sharing automated reports on a weekly basis videos with sound had fewer viewers, to inform our strategy,” says Cook. “The they were able to pivot and add [BI] group now has a seat at the table with camptions to all video content. In the marketing for upcoming content initiatives, following week they saw an immediate as they are providing real-time data to uptick in viewership and engagement. inform strategy.” [email protected] // koresoftware.com Monitor Website Traffic Brands engage with teams for a number of reasons. By utilizing KORE’s Google Analytics and Omniture integrations with the Tableau reporting suite, the Coyotes are empowered with the tools to track and rationalize a partners’ spend with the club. For example, the Coyotes’ Event calendar on their site is currently branded. KORE’s Page Tracking report (right) helps the Coyotes track page views, clicks, and other relevant metrics in a given time period. Tracking the progress of this digital billboard enables the Coyotes’ to provide data-driven recaps when discussing business objectives with their partners. “A few clicks and refreshing of the [Page Tracking] dashboard allows our marketing team to see a snapshot of how our channels are performing across the board.” - Cole Cook | VP, Strategy & Business Intelligence Audience Metrics Beyond tracking how many visitors a landing page receives, there is a significant interest in understanding who these fans are. Between monitoring website traffic and visualizing where the audience is viewing from, the Coyotes’ marketing team can invest more time in deciding on business strategies instead of manually gathering important customer data. Google Analytics and Omniture reporting provides another way business intelligence can function seamlessly with other departments, such as ticketing, marketing, security, and fan experience. [email protected] // koresoftware.com 745% Increase “Our executives are big on on Daily Engagement Avg on branded con- data, but we need to provide tent vs. the 2019 average dashboards that are useful to them, not just raw numbers. Reporting to Executive Stakeholders The KORE reports have When Alex Meruelo took ownership of the Coyotes in July 2019, he immediately allowed us to create a weekly wanted automated reporting with high- social media engagement level data on digital metrics so he could better evaluate business growth. KORE’s report in a nearly automated Digital Insights reporting — augmented fashion that allows our key with customized outputs to address their unique business needs — allows the business stakeholders internally to intelligence team to provide immediate analyze content on the fly and answers to many questions. By freeing the BI team from manually gathering data from pivot as necessary” multiple departments and answering them individually, they now have more time to COLE COOK | VP, STRATEGY & BUSINESS INTELLIGENCE | ARIZONA COYOTES focus on deeply understanding that data. [email protected] // koresoftware.com “We’ve worked with aggregating vendors in the past, but with KORE we Understanding Branded Content for are able to bring it in house.” Sponsors and Influencers COLE COOK | VP, STRATEGY & BUSINESS With over 50 partners, players, and INTELLIGENCE influencers across their systems, the Coyotes faced challenges when tracking branded content prior to partnering with KORE. The team now utilizes KORE Digital Insights to Influencers tag partners and influencers across all social The Coyotes currently partner with their channels and aggregate metrics. This allows former left wing, Paul Bissonnette (@ partnership and marketing teams to quickly biznasty) as a brand ambassador. This see all KPIs and understand the media provides an opportunity to leverage values generated. his social network for content and promotions. Branded Content The Coyotes can now point out the The team worked with Bissonnette on monetary value being delivered to partners 30+ branded posts last year. Through through their Coyotes social channels. This KORE’s reporting, they attributed metrics value is generated by tagging partners, such as media equivalency value and aggregating data, and leveraging the Media engagement rate to better understand Equivalency Value calculation based on their partnership. industry standard metrics such as CPM, CPE, and CPV. With KORE’s video metric reporting, the team also understands owned vs. shared “We’ve worked with aggregating vendors content views on posts, demographic in the past, but with KORE we are able to bring it in house. This is something I think information of viewers, and regional you’ll see more teams do with their agency viewership changes. One of the most partners moving forward” said Cook. outstanding data points from a regional standpoint was the international reach, especially in Canada. When content featured @biznasty, the team saw a 127% increase in views from British Columbia and 247% increase from Alberta. [email protected] // koresoftware.com +127% +247% 1.6m 500,000+ Regional video viewership Regional video Impressions for Views for videos in British Columbia viewership in Alberta posts featuring Luna featuring Luna A Very Good Influencer Conclusion In September 2019, the Coyotes took a A strong digital strategy is essential for furry approach to influencer marketing. interacting with
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