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NHL TEAM ARIZONA COYOTES Creates The Ultimate Fan-centric Experience Using innovative methods, the Arizona Coyotes are giving their fans a unique experience such as capturing who their favorite players are and using unique fan metrics to personalize emails and campaigns. Throughout the RFP process, the Coyotes were looking for a sophisticated automation platform with robust capabilities for data-point integration, personalization and segmentation to complement their unique fan experience. Part of this evaluation process involved assessment of implementation partners and cost. "The Arizona Coyotes' mission is to proactively provide the most fan-centric, convenient, and personalized experience to meet the needs of every game attendee. Our goal is to use automated marketing technologies to create a genuine relationship between the fans and the Coyotes throughout the fans' journey." said Ben Wang, Director of Business Analytics. Prior to implementing Eloqua, the Coyotes had no data integration or automation, could not grow beyond simple push campaigns (i.e., reactive campaigns instead of proactive), had no behavior-based communications or personalized content, had a huge churn rate, and their database was stagnant. A Case Study

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