Case Study: Oklahoma City Thunder achieves 97% renewal rate and personalized fan experiences with Oracle Marketing Cloud

Oklahoma City Thunder Creates Personalized Fan Experiences

Oklahoma City Thunder set out to deepen fan engagement by making every interaction more relevant and personal. Facing the challenge of creating genuine, meaningful experiences and ensuring all communications were pertinent, the team gathered extensive fan data through surveys and online forms to better understand preferences like favorite player, events, birthdays and social profiles.

Using a CRM with Oracle Marketing Cloud segmentation and a centralized preference center, the Thunder built profiles from dozens of data points per fan to drive cross‑channel, targeted campaigns and dynamic content (for example, birthday e‑cards from favorite players). The program has collected over one million pieces of fan information, sends more than 15 million emails a year, achieved over 97% annual renewals for the past three years, and averaged an 85% net promoter score over the last four years.

Oklahoma City Thunder

Scott Loft

VP of Ticket Sales, Retention, and Database Operations