We helped the SCG Trust turn Fan360 data into personalised member experiences

With the implementation of new technology (Fan360), the Sydney Cricket Ground Trust needed help to figure out how to use that new data to improve member value and engagement, and grow sales. Ellipsis was engaged to construct a Vision and Strategy that would guide the Trust over several years as they used the technology to build the best fan experience the precinct could conceivably deliver.

Ellipsis built a customer segmentation by extracting data from multiple systems — assembling a coherent picture of who the different customers were and how they engaged with the various events across the year. The personas allowed the Trust to be more relevant in their messaging and to lift customer engagement inside the precinct. From there we constructed a per-persona communications strategy specifying optimal channel, frequency and content of messaging.

Ellipsis supported implementation of the personalised communication strategy for each important customer and partner segment — including the rollout of new communication methods (immediate, triggered and relationship-based) and a triggered effort-score survey. A 2-phased roadmap captured existing initiatives and named the further actions and enhancements required to keep the program on its trajectory.