The partner
As a team that represents the diverse Vancouver communities, the Vancouver Canucks prioritize connecting authentically with all segments of their fan base. Whether hosting special community nights or celebrating local heroes, they strive to ensure everyone feels welcomed while also reaching a broader demographic.
The Challenge
Accurately tracking and synthesizing data across different platforms.
The Strategy
1. Establish a Unified Central Data Platform
Using the Tradable Bits platform, the Vancouver Canucks can create a cohesive system that systemizes their tracking, manages advertisements and integrates with their existing stack, including Shopify, to improve cross-functional collaboration and efficiency.
2. Track Offline Conversion Data
Acknowledging the value of tracking purchases on external platforms like Ticketmaster and Shopify, the team describes attributing purchases on these platforms as “a black box filled with valuable fan insights that if tapped into, could enhance revenue tracking and expand our audiences”
Identifying marketing-attributed revenue:
Reaching previously unknown audiences:
One Stellar Marketing Initiative:
Throughout their season, the Vancouver Canucks launched a series of targeted contests ahead of big milestones/cultural events for their properties. These simple contests were designed based on the theme of an upcoming game and included things like giveaway merch and ticket prizes for all fans entering. Any participating fan was automatically pushed to an email endpoint, where they received an offer for the upcoming game.
In addition to their timely offer, the Vancouver Canucks team also tagged, segmented and organized all participants based on their affinity for specific game nights to build their single-game audiences for the future. All this data was also used to nurture community engagement in future game nights.
The Results
- Short-term: Improved ticket sales for upcoming single games.
- Long-term: Developed a broader understanding of their audience and who their evergreen fans are for future marketing events.
Campaign benefits for Vancouver Canucks:
This series of targeted contests through Tradable Bits engagement campaigns resulted in over 21K new marketable contacts uncovered and captured in the Vancouver Canucks Sports & Entertainment Database, with over 64K actively engaging with the team. Using Tradable Bits, the Vancouver Canucks have gone beyond name & email on these marketable contacts, uncovering things like opponent affinity - useful for targeting around specific game matchups.
Campaign benefits across all events:
Across all of their properties, the Vancouver Canucks were able to engage and acquire the data on over 83K fans. Their organization also won the “Best Use of Fan Data” award for the 2024 Fan Marketing Awards for their mastery of acquisition and dedication to data cleanliness and efficiency.