Case Study: Utah Jazz achieves $950K in email ticket sales and NBA-leading conversion with Tealium

How one NBA team used customer data insights to achieve a major marketing win

The Utah Jazz, an NBA team in Salt Lake City, struggled not just on the court but in marketing: emails were generic, attribution was poor (especially across the Jazz and Ticketmaster domains), and roughly 90% of site visitors were unknown, yielding only $25,000 in email ticket sales and limited ability to personalize or track customer journeys.

By implementing Tealium’s tag management and customer data platform, the Jazz unified online and offline data, stitched cross-domain and cross-device identifiers, and segmented audiences to deliver personalized emails and targeted ads. The result: email ticket revenue jumped to $950,000 (nearly a $1M increase) over three years, conversion rates on NBA-provided leads were roughly double the next-best team, and the organization gained robust attribution and a marketing scorecard to optimize spend.

Utah Jazz

Jared Geurts

Senior Director, Analytics