Customer Insights on the Adobe Experience Platform

The third webinar in our series on the Adobe Experience Platform explored the real-world use cases of AEP with our client Relevent Sports. Aidan Lyons, Head of Growth Marketing, Digital Products and Global Analytics for Relevent Joined Francis Lavelle to discuss how Relevent is using the data platform to better understand their customers, create audience clusters and orchestrate their marketing communications. The journey of Aidan and his team at Relevent provides great insight into the value of digital transformation and how their audience first strategy can deliver real business value and optimize customer communications.

Here are the highlights from our discussion:

1. 8:16 – Francis asks Aidan about the importance of 1:1 customer level communications and technologies that enable more personalized marketing.
2. 13:45 – Aidan discusses changes in customer demographics, the shift to mobile, and the value of understanding these changes and subsequently adjusting marketing tactics. Spoiler alert: These changes in marketing tactics led to record sales.
3. 17:50 – Aidan discusses the importance of keeping their audience engaged even during a pandemic when there are no games.
4. 19:45 Francis and Aidan talk about the importance of data stitching and what data sources are valuable to building their audiences and understanding the demographics of how the audience groupings influence communications strategies.
5. 24:35 – How the adobe experience platform is helping orchestrate marketing activities and customer communications across multiple channels.
6. 29:25 – Using customer persona data to create premium experiences through tailored communication strategies. Aidan further explains how their mobile app experience has allowed for additional customer identification solving the “one in four” syndrome.
7. 33:40 – How AEP has helped enable geo-fencing for triggering push notifications to fans.
8. 40:45 – Aidan provides insights into the value of the data being collected, which technology decisions have helped his programs, and how the AEP ecosystem has enabled Relevent to execute their goals.