Though we’re all Utes at Emperitas, when the rivals at BYU Athletics asked for our help ensuring their Game Day app development satisfied the product preferences of their most valuable fan personas, a little blue ran through our veins (just a bit).
As the driving force behind their Game Day app development, the athletics marketing department was looking to improve the live game experience to draw more fans to the stadium and increase the value of media they sell to advertisers, like in-game banners, physical and digital publications, and game-time radio/tv broadcast sponsorships.
To understand the product-market fit for their app, Emperitas surveyed tens of thousands of BYU fans about their game experience while conducting simultaneous user acceptance testing of the app during the regular season with a select subgroup of fans. Clustering methods and preference modeling on this data resulted in multiple personas, with a special focus on highest value fans (including their elite Cougar Club members).
With these robust fan personas and a mountain of other fan experience data in hand, Emperitas narrowed down the app product features that were most important in attracting the highest value fans to the stadium and then blitzed to the end zone by building a recommender engine for merchandise upselling within the Game Day app.
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