Ahead of the 2015 race season, SMI chose FanThreeSixty as its technology partner, citing FanThreeSixty’s proven success with sports organizations and its commitment to customizing and tailoring the solution to meet SMI’s unique business challenges. SMI wanted its fan data consolidated into Dimension—the FanThreeSixty cloud-based tool for sales management and fan engagement—since Dimension is designed specifically for sports organizations and provides powerful, lean functionality engineered perfectly for the industry (without all the excess of standard CRMs).
SMI and FanThreeSixty engineers customized Dimension to fit SMI’s data needs and imported millions of ticketing profiles into the platform, appending them with historical notes, survey results, and mobile and demographic data. Once the siloed data was organized into distinct fan profiles within Dimension, SMI immediately gained better visibility of its fanbase—everyone in the organization could now access fan profiles and historical data in a central location and could leverage Dimension’s user-friendly interface to make powerful queries and segmentations of those fans.
FanThreeSixty launched new mobile apps for each of the eight tracks, all customized around Uphoria—FanThreeSixty’s fully configurable mobile app solution. Each track’s Uphoria app gave fans instant access to ticketing information, maps, schedules, interactive media and a host of other tools that helped them locate amenities within the venue. The apps also allowed SMI’s marketing and digital teams to reach out to fans in real time with information about a favorite driver appearance, a ticket offer based on purchase history or other content that could assist fans as they experienced the venue during a busy race weekend.
The Uphoria apps paired seamlessly with the Dimension platform and captured data about fan preferences and behaviors, meaning Uphoria not only delivered engaging, relevant content to race fans’ smartphones—it also helped SMI gain invaluable insights about fan ticketing and purchase behaviors at the same time.