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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 Single-Game Buyer Win-Back 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.
One of the most powerful early data-driven insights is the universally high single-purchase and multi-purchase buyer churn rate.
The Single-Game Buyer Win-Back Play is a segment-driven Play directly addressing that churn, catalyzing marketing execution against lapsed and lapsing previous season buyers.
This Play represents an opportunity to focus marketing efforts against fan segments that have a historical propensity to buy; these buyer personas can be easier to drive additional conversions than net-new fans further up the funnel. Given these fans have a purchase history, there is data captured in the StellarAlgo Platform that can also be used to further segment these fans.
A modest improvement in single and multi-purchaser churn represents worthwhile revenue gain against email marketing and paid social allocation. If ignored, steady erosion of returning buyers will limit critical middle-funnel activity required for maintaining a healthy pool of package leads.
A single ticketing integration is all that’s required, though this Play scales very well with additional integrations.
For added value, include:
The Single-Game Buyer Win-Back Play is best executed in the early season, where quick wins can be found. Lapsing fans are more predisposed to come out during the early season, and as such there are more opportunities to convert them.
If running this Play as a one-off campaign, it’s best to focus on early-mid season.
Running this Play in the mid-to-late season poses certain challenges as the lapsing buyer segment often entrenches throughout the season and it may be more difficult to prove value.
This Play can be run as a one-off marketing activation, as a series of activations within a broader campaign, or as series of campaigns with activations planned throughout the season.
This is where you identify the number of fans who could potentially be activated during this Play. Opportunity Identification will help you to assess whether undertaking this strategy is a worthwhile investment.
Identify how many fans purchased single-game tickets in the previous season and have yet to purchase single-game tickets for the current season.
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.
Win-back rate is the simplest measure of win-back performance, representing the total number of single-game buyers who returned for a subsequent season. Note: This rate excludes Package buyers.
Lapsing fans demonstrate an entrenching effect as a season progresses, which means you may see lower conversion rates in the mid-to-late part of the season and fans that might have been winnable earlier may not convert.
Build your target fan lists using the Segment Builder and save them in the Segment Analyzer. Execute your fan single-game buyer win-back campaign(s) based on the plan.
Determine the percentage of fans in your current season who performed best against your campaign goals. It’s recommended your measure performance at regular intervals throughout the running of this Play.
Identify which strategies or tactics were most effective at monetizing fans. Compare current season win-back rates with baseline rates.
Win back more single-game buyers from previous seasons.