This document summarizes a panel discussion about how sports teams use data to enhance fan engagement strategies. The panel discusses how the Minnesota Vikings use tools like CRM, ESP, and marketing automation platforms to implement their fan loyalty program and mobile app. Panelists from the Vikings and a digital marketing agency explain how they analyze fan data to create personalized journeys involving acquisition, engagement, and retention of fans from initial contact through ongoing interactions. Their goal is to use content, technology, and execution strategies to efficiently drive fans toward the team's business goals at each stage of the customer relationship.

1. Why Pro Sports Teams
Draft Top Digital Marketers
THURSDAY, JUNE 15, 2017

2. Data Informed Marketing Decisions
The digital era could be should be referred to as the data era. Yes, digital has
provided more marketing channels, but the data collected is leading to
fundamental changes in marketing. Tonight’s event digs deeper into that topic
and how data is used to enhance Minnesota Vikings fan engagement
strategies… And how other industries can do the same.

3. Our Panel for Tonight

4. Rich Wang is entering his 4th season with the Minnesota
Vikings, and have been in the sports industry for over 10
years. Rich implemented CRM, ESP, and marketing
automation platforms for teams in the NBA, NHL, and
NFL. As the director of sales analytics and engagement,
his team launched the Vikings Rewards program and
mobile app as the Vikings transitioned from Metrodome
into U.S. Bank Stadium.
Rich Wang

5. Kristin is the leader of the team delivering innovative
strategy and solutions for Three Deep. She is the scale of
justice who balances out the how with the why and what in
building technology to reach a client’s marketing objectives.
Bridging marketing, business, and technology has kept
Kristin moving forward since beginning in computer science
and analytics for startups, large brands, and agencies.
Kristin has been a guiding fixture for Three Deep as a
problem solving critical thinker and unifier of digital
execution experts. She believes that somewhere between
technology and philosophy, there is always a path to the
logical solution of a digital marketing problem.
Kristin Ziegler

6. Sara Strand is in her 5th season with the Minnesota
Vikings. She is a designer by trait, and instrumental in
developing digital marketing automation strategy for the
Vikings. She drives fan communication and is an expert in
Salesforce Marketing Cloud. Sara’s team creates the fan
journey from acquisition, engagement, and retention. Her
passion for user experience has elevated the consumer
expectation from Vikings fans. Sara Strand

7. Scott spends his days ensuring that Three Deep clients take
advantage of every piece of their marketing technology to
deliver efficient, conversion-focused messaging that keeps
programs driving to their business goals. As a partner in our
agency, he has expanded the marketing automation division
by leading strategic programs that connect the dots
between IT and Marketing needs. Continuously devoted to
the success of clients of all types, Scott practices what he
preaches by maintaining subject matter expertise of
technical platforms and connecting them to results-driving
customer touch-points.
Scott Pearson

11. Target Audience

12. Customer Journey

13. Content Strategy: Align Your Story to Buying ProcessGood to Say
Say it Well Content Marketing: Develop Persuasive Content and Align it to Execution
Know When
to Say It
Say it Often
Acquire Engage
Optimize
Technical Development
Marketing Strategy

14. Technology Stack

15. Execution

16. Let’s Chat!
Please add to tonight’s discussion by interacting with our panel