Melbourne Storm

Melbourne Storm logo

Client Industry

Melbourne Storm is an Australian professional rugby league team based in Melbourne with a large member and fan base.

Client Requirements

Melbourne Storm required integration of their data to create a comprehensive marketing database containing a single customer view of members and fans.

The aim was to achieve the following outcomes:

  • gain a better understanding of their members and fans
  • tailor more relevant offers
  • improve response rates
  • reduce wastage
  • avoid sending multiple messages
  • increase advertising through engagement channels
  • attract new sponsors
  • commercialise their data.

DCA’s Solution – Single Customer view, Marketing Data Mart, Hosting

DCA created a Marketing Data Mart fully hosted at DCA’s West Melbourne site with a single customer view of members or fans in one database.

Features included:

  • Mapped data feeds with stringent business rules.
  • Data cleansing, deduping & validation through DCA’s Nirvana ETL platform and data bureau facilities.
  • Automated Daily/weekly/monthly load and update based on date stamps.
  • Adhoc queries and advanced segmentation performed by either DCA or Melbourne Storm’s marketing team.
  • Online reports and access 24/7 for selected Melbourne Storm personnel.
  • Ability to export reports and standard customer field data extracts via SQL Reporting Services.
  • Build repetitive member and fan scoring metrics for profiling.
  • Ability to feed data back into Melbourne Storm’s existing Salesforce CRM, loyalty system, marketing platform and other nominated data feeds.

Customer Benefits

Melbourne Storm’s Marketing team are now able to access a single reference file of all member and fan data across all data sources.

DCA’s solution has allowed Melbourne Storm to:

  • Become customer-centric by developing a complete view of the fans and members data.
  • Increase effectiveness and efficiency of acquisition and retention marketing with better member and fan targeting and campaign management.
  • Improve overall ROI through direct marketing and delivering the right offer at the right time to the right person.
  • Target individual members and fans with specific messages designed to best meet their needs.
  • Understand member and fan behaviour for each area they interact.
  • Provide access for query and analysis by both marketing and sales.
  • Provide accurate information on new members and fans; calculate the cost to acquire members, number of inactive members and fans, migration of fans to members and the cost of migration.
  • Enhance customer data through the use of 3rd party data.

Download Case Study

Consolidation, Data Cleanse, Data Migration, Salesforce, Single Customer View
Major Projects, Sports
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