Case Study: Minnesota Vikings achieves unified fan insights and 20–30% higher email open rates with Affinaquest

For the Minnesota Vikings, SSB Central Intelligence is a Real Game-Changer

The Minnesota Vikings faced a classic data challenge after moving into U.S. Bank Stadium: vast amounts of fan and transaction data were trapped in siloed systems (Ticketmaster, Appetize, Maingate), preventing effective marketing and operational decisions. To solve this, the Vikings engaged Affinaquest and implemented a centralized data warehouse/Customer Intelligence solution to capture and unify customer behavior across channels.

Affinaquest cleaned and consolidated the Vikings’ data into a real-time Central Intelligence-style platform, integrated with their CRM, enabling personalized fan personas, targeted campaigns, and operational adjustments. The results include a jump in the CRM from ~10,000 to nearly 1,000,000 records, a 20–30% increase in email open and click rates, discovery that ~80% of data comes from mobile, improved staffing efficiency, and new sales and partnership opportunities — all delivered quickly (system functioning within a month) by Affinaquest.

Minnesota Vikings

Rich Wang

Head of its Coordination, Logistics, and Global Data Strategy Team