In January 2019, the United Soccer League (USL) determined that a partnership with FanThreeSixty—the industry leader in “fanalytics”—was necessary for its data strategy and overall efforts to gain a better understanding of who its fans were.
“What we were finding is that we were engaging with these people, but we didn’t know a lot about who our fans were,” said Adam Satz, Senior Director of Digital Services for the USL.
Satz believed that the league’s digital department wasn’t able to fully unlock the potential of its personalization efforts because they lacked the right fan intelligence.
The digital department at the league office underwent about a 12- to 18-month vetting process of data analytics companies.