Enriched Mobile Attributes

Mobile Device Type

This identifies a fan as either an Apple or Google (Android) user. Each fan who has downloaded the mobile app should be classified as one of the categories. If the fan switches between devices, the most recently used device will be used. For example, if a fan has an Android phone and an iPad, their device type will switch depending on the most recently used device. If a fan has an Apple phone and recently converted to an Android phone, the device type will change from Apple to Android following sign-in on the new device.

Use Cases: 

• Send a mobile communication regarding the importance of updating their app to latest app version to fix critical bug (i.e. Accessing Ticketmaster SDK on Android was causing the app to crash. Send a communication with push to all Android users, alerting them to update their app before the weekend games.)

• Confirm with sponsors the number of fans with a device type for special promotions

Mobile Push Notification

This shows whether a fan has communication push notifications turned on or off. This is the “general” communication category and not live stat updates or sport-specific notifications. Fans with “True” currently have push notifications turned on. “False” indicates that the fan had notifications turned on at some point and has since turned them off. Fans who have never had notifications turned on will not receive a status.

Use Cases:

• Confirm fan counts and discover trends (How many of your recent registrations turned on push notifications?)

• Send a targeted email to those fans without push notifications enabled, highlighting the benefits of the app and the advantages of having pushes turned on 

Mobile Location 

This checks if a fan likely has location permissions turned on. “True” indicates the fan’s location and their last mobile app use are within 30 days of each other. This does not guarantee that the fan is a currently-active mobile user, but that the last time they used the app they had location services turned on. Fans that have had a location recorded at one time, but have had more than 30 days lapse between their most recent usage and their last location, will have a “False” status. Fans who have never allowed location services will not receive a status.

Use Cases:

• Send a trivia/contest communication only to those with location services on to increase numbers. For example, a contest about confirmed attendance or visiting sponsor locations

• Confirm fan counts and discover trends (how many of your recent registrations turned on location services?)

Mobile Engagement Score

This is an aggregate score that divides the mobile fanbase into categories based on engagement. Each mobile user will have subscores for communication read and response rates, date since last usage, and clicks per use. These subscores cover all types of usage, from engaging in the content the team sends out, using the app regularly, and exploring the app.

The subscores are aggregated and fans are ranked from least to most engaged. The mobile engagement categories are as follows:

• Highly Engaged: Top 30% of the team’s active mobile fanbase

• Moderately Engaged: Next 30% of the team’s active mobile fanbase

• Low Engaged: Bottom 40% of the team’s active mobile fanbase

• Not Current Mobile User: Fans that are mobile users but do not have a current score, either due to 365 days of inactivity or by registering the same day of the score release

Fans are only compared to other fans from the same team. This eliminates the difference in teams’ active seasons or the release of new content, as everyone is scored using the same app.

Use Cases:

• Reward the most engaged fans with exclusive offers

• Take a personalized approach in communicating with the least engaged fans

• Reach out to fans that have recently dropped off in engagement

Mobile Postal Code 

Using mobile location data, this identifies the location where the fan uses their mobile app the most. Fans must have location services turned on and must have 5 recorded locations outside the team’s venue. Once a “home” location has been identified, the nearest postal code and accompanying country is available.

The Mobile Postal Code is likely to be different from the fan’s provided postal code due to geolocation inaccuracies and the primary location of use (for example, work or a favorite restaurant). However in testing this showed to be within the same city/metropolitan area.

Use Cases:

• Target fans near a sponsor’s location for an exclusive offer

• Discover approximate locations for fans who have not yet completed their profile

First & Most Recent Mobile Registration Date

This shows when a fan has registered for the mobile app. If a fan has only registered once, these dates will be the same. If the fan registers multiple times, the first and most recent date will be different. This occurs when a fan registers for the mobile app with different login credentials but we link the two mobile profiles together. For example, a fan registering first with a social login and then again with email will have two distinct registration dates, even though they have provided identical information.

Use Cases: 

• First mobile registration date is good for identifying when brand new fans register for the app

• Most recent mobile registration date can be used for tracking registrations in conjunction with team events, such as download campaigns or season activity

• Both attributes can be used together to find fans who registered for the first time in one year and again the next year, identifying potential fans who do not keep the app during the off-season

First & Most Recent Attendance Date

This finds the first and most recent date at which a fan was identified as being at the team’s venue. This is done using Wi-Fi access, geofence entry, and if secondary ticketing data is available, ticket scans.

Some caveats: 

• Geofence: Some clients have geofences set up for places outside the stadium, such as a sponsoring grocery store or away venue. Fans who enter these geofences will still be counted as attended on those dates.

• Ticketing: To prevent fans that sold their tickets on the secondary market from being counted as visiting the venue, only clients with secondary ticketing are used. While this will eliminate some fans that truly did come to the venue, this will prevent us from misidentifying fans who did not.

Use Cases: 

• Send a welcome/thank you message to fans who visited the stadium for the first time this season

• Confirm how many fans were identified on game day, allowing for a more accurate picture of identified percentages

• Send a message or survey to anyone who was at the stadium this week/month/year