Case Study: Saracens strengthens fan engagement and commercial growth with InCrowd data strategy

Saracens scales fan segmentation with InCrowd, using 50+ data points

Saracens recognized the need to develop a cohesive data strategy to support commercial activities and maximize fan engagement. To achieve this, they appointed InCrowd to deliver a robust and scalable solution built around a Single Fan View.

InCrowd designed and built a new data warehouse and introduced market-leading products including a preference centre, Cortex segmentation tool, and the Dotdigital email service provider. This set-up optimizes first-party data capture and enables hyper-targeted campaigns. With these foundations, Saracens can generate new commercial opportunities and build a deeper connection with their fans, turning supporters into dedicated advocates.

Saracens