About this paper
Why settle for sending out static emails when you could do something much more engaging to reach your audience? Major League Soccer (MLS) knew it could be more successful if it could reach out to fans with personalized information that matched their geolocation, club affinity and more. But to do it, MLS first had to build a good fan database. Turning to SAS for help, MLS used predictive analytics and data mining to build the database and get a better understanding of what its fans really wanted. Based on these insights, SAS and MLS developed an automated marketing program that strengthened fan engagement while increasing ticketing and merchandising opportunities for MLS clubs.