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
