Stellar Play: Multi-Property Cross-Selling

Who This Play is For:    Marketing   |   Sales and Service

When you partner with StellarAlgo, you gain access to a growing library of custom Plays, backed by our own industry research and data asset made up of more than 200M fans, to help you activate target segments of your fan universe.

Here you will find a small sample of our Multi-Property Cross-Selling Play, designed to give you a small taste of the targeted guidance and step-by-step approach outlined in a typical Stellar Play.

To unlock the complete Play — including proprietary industry trends, Platform-specific directions, individualized support from a dedicated Account Manager, and much more — contact us to learn more about becoming a StellarAlgo partner.

Play Overview

The Multi-Property Cross-Selling Play is a strategy to generate revenue from fans across all your properties. When you harness the power of the StellarAlgo Platform to unlock and unify fan data from across your properties, you gain access to insights you never had before.

Our research shows 70% of fans are known across multiple properties, but only 8% have purchased tickets with more than one property. This substantial gap presents a significant opportunity to monetize known fans that can only be fully leveraged once a unified and reliable single customer view has been compiled from across all properties.

By using StellarAlgo’s Segment Builder and Segment Analyzer, you can understand fan purchases across all properties and identify specific fan segments to target. This Play is key to monetizing your fans from one property who have yet to convert with another property.

These fans have a historical propensity to buy a similar product and converting them with another property is typically easier and less expensive than net new fans. The result of this Play is increased conversion for products such as tickets, merchandise, and digital products.

The Multi-Property Cross-Selling Play is a guide that highlights the steps you need to take to make the most of this valuable opportunity.


What you need

Data and Integrations
  • Product data (e.g., ticketing, merchandise, and/or digital products)

For added value, include:

  • Email pull and push
  • Social media pull and push
  • Fan demographic data enhancement
    (Paid demographic data appends)
StellarAlgo Tools
  • Segment Builder
  • Segment Analyzer
  • Fan Universe Dashboard

When to run this Play

The Multi-Property Fan Cross-Selling Play can be executed at any point in the season, however the most value is seen if conducted during the season because fan engagement is typically higher at this time.

Scope and effort required

This Play is complimentary to your ongoing efforts. It is a new strategy that requires additional resources and time to execute. The Multi-Property Cross-Selling Play can be run as a one-off activation or as a month- to season-long effort.

Strategy Sequence

1. Opportunity Identification

Fans exist in a team’s fan universe after they have interacted with that property (e.g., engage or purchase). For fans who have only purchased with a single property, this presents an opportunity to drive engagement across all properties.

2. Baseline

Capture a baseline to compare to season-after-season. This will also help you to answer the question “How did we do?” after running the Play.

3. Plan

The planning phase is where your expertise comes into play. Here you will plan your cross-selling campaigns. Typically, our partners who see the most success are those who facilitate cooperation and coordination between the marketing and sales departments at multiple properties to create a cohesive, integrated strategy.

4. Execute

Execute your fan cross-selling campaigns based on the plan.

Using the StellarAlgo Platform, you can push your activation lists to a wide range of tools to execute your Play.

5. Measure

Determine the percentage of fans in your current season who performed best against your campaign goals.

When you partner with StellarAlgo, campaign results are compiled in your StellarAlgo Platform so you can quickly and easily measure your success, set benchmarks, and make adjustments for future campaigns.

6. Results Capture

Identify which strategies or tactics were most effective at monetizing fans. Compare current season conversion rates with baseline rates.

When you partner with StellarAlgo, you unlock the full power of every Stellar Play, including:
  • Proprietary industry trends
  • Detailed step-by-step guidance to execute within your StellarAlgo Platform
  • Access to industry-leading support from dedicated Account Managers
  • And much, much more
What are you waiting for?

Learn More


Monetize fans across all your properties.

Expected Outcomes
  • Find the best fans to cross-sell and monetize across all properties
  • Test-and-learn how best to activate fans to drive conversion across all properties

More fans.

Better Engagement.

Stellar Results.

Get Started