CEV appoints InCrowd to deliver on new data marketing strategy
March 13, 2024
After a successful period of consultation and collaboration on a new digital and data transformation strategy, The European Volleyball Confederation (CEV) implemented InCrowd’s Fan Data platform in October 2023 in order to source and collate a broader range of owned and third party data sources, resulting in a significant growth in their marketable email audience.
To achieve this, the InCrowd and CEV team produced a comprehensive data collection strategy that examined all digital touchpoints before identifying five key data capture points that would help supply and maintain the required data density needed for CEV to operate more successfully across Europe.
One key data point was location, with a lead objective for the CEV being the ability to market their streaming platform effectively whilst adhering to TV partnership deals in certain regions. CEV are now able to capture, optimise and utilise location data in a centralised platform with location known for 96% of their total database. With more information held in the database, the CEV were able to launch an OTT reactivation campaign, targeting a segmented audience of unsubscribed users that generated a conversion rate of 22%.
Aleksandar Boričić, CEV President said: “Fan engagement has been identified as a major priority to grow our sport and for this to happen, we do need to know our fans better, and have a clearer understanding of what they expect from us and what they would like us to deliver. Our partnership with InCrowd is of the utmost importance to pursue such a strategic goal and we look forward to continuing working together to bring fans closer to the sport and to the organisation, delivering experiences that they will enjoy and remember forever.”
Abby Cockayne, InCrowd’s director of Digital and Data Services said: “We are delighted to be working alongside the CEV team to take their fan engagement to the next level, with data as the catalyst for this. Utilising InCrowd’s suite of data powered technology and supporting marketing strategy services marks the start of an innovative and collaborative relationship to create a truly connected environment and positive experiences for fans.”
