Case Study

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How Tealium and Data Visualization Powered the Phoenix Suns'
Marketing Game

Summary

Zion & Zion partnered with the Phoenix Suns to elevate their digital strategy, achieving significant results for Tealium-enabled audiences, outperforming non-Tealium audiences by approximately 40%. This substantial performance boost was driven by the advanced infrastructure and data visualization solutions that were implemented, providing real-time, actionable insights. These insights not only propelled ticket sales but also enhanced fan experiences and optimized overall marketing operations, setting a new standard for digital media performance.

Our Role

  • Digital Media Strategy
  • Data Visualizations
  • Solutions Architecture
  • Tech Integration

Summary

Zion & Zion partnered with the Phoenix Suns to elevate their digital strategy, achieving significant results for Tealium-enabled audiences, outperforming non-Tealium audiences by approximately 40%. This substantial performance boost was driven by the advanced infrastructure and data visualization solutions that were implemented, providing real-time, actionable insights. These insights not only propelled ticket sales but also enhanced fan experiences and optimized overall marketing operations, setting a new standard for digital media performance.

Our Role

  • Digital Media Strategy
  • Data Visualizations
  • Solutions Architecture
  • Tech Integration

Results

We were able to provide highly-segmentable insights that demonstrated that Tealium AudienceStream had indeed been exceptionally valuable to date, generating a return equal to many times the investment cost, by significantly improving digital media performance—12.3x Return on Ad Spend (ROAS) to be precise. We were also able to develop a solutions architecture and data visualizations that going forward facilitated an even more sophisticated marketing and customer experience strategy including crucial data for Suns executives to enable significant progress in the following areas:

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Background

The Phoenix Suns is a top-tier NBA team that made it to the finals in 2021. With a global audience of millions across dozens of countries, the team also hosts several hundred thousand people a year at its stadium.

The Suns have a wealth of data collected from multiple touchpoints, and have a significant spend on paid media with the vast majority going to digital channels, including paid search, paid social, and programmatic. The team also has a significant investment in marketing technology, including Eloqua, Tealium iQ™, EventStream™, and AudienceStream™

Challenge

The challenges the Suns were facing can be broken down into two key questions. First, how much value was being realized via Tealium AudienceStream, and second, what opportunities to drive additional revenue did this present. While the first question is academic, in that it simply contributes to understanding value, the second question and its answers lead the way for the Suns’ future marketing efforts.

Solution

Zion & Zion brought its considerable customer data platform (CDP), digital media, and data visualization expertise to bear in several ways to realize the comprehensive solution that was needed to address the aforementioned challenges. Our solution consisted of four pillars:

 

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Data Visualization

One of our key deliverables was a set of real-time, interactive data visualizations, enabling an understanding of value and immediately actionable insights.

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