When it comes to understanding fans, having data is one thing – knowing what to do with it is another. Like many organizations, you might be sitting on mountains of data, full of potential but tough to decode. You’ve got attendance numbers, purchase history, and engagement numbers - but turning all those puzzle pieces into a clear picture? That’s a tough challenge.
The University of Washington Athletics team tackled this head-on, seeing an opportunity to do more with their fan insights. By leveraging Paciolan iQ and its team of experts, they harnessed the Affinity Score Dashboard to transform scattered data points into actionable insights, helping them better understand thousands of season ticket holders and their unique engagement patterns.
“Data is only going to increase in value, but its true worth lies in how actionable it is. We focus on understanding how different data points relate to each other to create comprehensive fan profiles. By being intentional with these profiles, we can take meaningful action based on the insights gathered through Paciolan iQ. - Heath Bennett, Associate Athletic Director / Chief Revenue Officer
Building the Complete Fan Picture
“We had this vision of using various data points to really understand our fans better, and the iQ team helped bring that to life," shares the UW team. They knew certain behaviors could reveal deeper insights about their fans' commitment to the program.
Take attendance patterns - The Affinity Score Dashboard tracks not just how many games fans attend, but their years of purchase history and how they engage with communications. When a fan consistently shows up and stays connected, it reveals one part of their story.
Then there are those extra signs of dedication - like fans purchasing away game tickets or traveling significant distances to reach Husky Stadium. These behaviors show a level of commitment that goes beyond the average supporter.
Looking beyond football events, another vital layer - fans who attend other sports and season ticket holder events signals they’re invested in the broader Husky Athletics community.
All these variables, from game attendance to travel distance, feed into each fan's affinity score - which is then built into a final composite score and bucketed into percentiles. So, what does the UW team do with the percentiles?
Focusing Energy Where It Counts
UW took a thoughtful, two-pronged approach to fan relationships, gathering insights from Paciolan iQ to fuel their engagement strategy through Salesforce and Eloqua. They focused early attention on at-risk accounts, reaching out to the bottom 25% during the season to learn how they could improve their experience, knowing these would be more challenging renewals. Meanwhile, they deepened bonds with their loyal base by adding thoughtful touches like personalized holiday cards for their top 10% of fans.
Building on this strategy, UW broke their season ticket holder base into four groups: Rookies, Low likely, On the fence, and High likely. While every group receives standard renewal communications, the personal touch varies based on each segment's needs. Rookies receive detailed explanations about the renewal process and benefits, while highly likely accounts get lighter touch communications to avoid overwhelming them.
When account managers spot unrenewed accounts in their iQ dashboard, they're a click away from that fan's complete Salesforce profile. Meanwhile, marketing teams keep conversations flowing with targeted emails through Eloqua. The team even adjusts their account managers' portfolio mix to ensure that each rep is set up for successful renewal goals.
With these clear fan groups, UW can match their approach to each conversation. They've found that low-likelihood accounts tend to be more direct and focused on basics, while high-likelihood fans often enjoy sharing their Husky stories. On-the-fence accounts usually come with questions that need addressing. It's about meeting each fan where they are, making every interaction more meaningful.
"The Affinity Score Dashboard transformed how we approach our renewal strategy. Instead of treating our entire customer base the same way, we now have clear data showing us who our highest-value customers are and where our best opportunities lie. This targeted approach has significantly improved our retention and sales team's efficiency and directly contributed to our revenue growth." - Stacey Manning, Assistant Director, Customer Retention & Engagement, University of Washington
When Good Strategy Drives Results
The power of the Affinity Score Dashboard comes alive through action, and UW Athletics continues to find new ways to put these insights to work. Their strategy - understanding the full fan picture - has paid off. When comparing the same 70-day post renewal on sale period, UW saw a 50% renewal lift over seasons without the Affinity Score Dashboard. Their sales team has traded the guesswork for quality time with fans, leading to stronger connections. What started as a smarter way to work has become the heart of how UW builds lasting relationships throughout its Husky community.
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