Business Challenge:

The Mets aimed to understand their current and potential fans to enhance engagement and revenue. They sought a clearer picture of the true size of their fanbase, ways those fans engage with the team, and opportunities for monetization.

Solution:

Navigate utilized a two-pronged approach:

    1. Cleaned and analyzed internal data (ticketing, digital, email, marketing) to create actionable customer segments for personalized outreach and revenue opportunities.
    2. Conducted custom research to better understand fans (demographics, motivations, engagement, pain points) and develop personas for strategic decision-making.

Result:

Navigate identified 12 monetized segments and 6 engaged segments, consolidating them into 5 personas. These personas guide strategic and tactical decisions in ticketing, marketing, sponsorship, fan engagement and activations as well as stadium operations to boost revenue and fan intelligence.