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AI platform turns NHL’s Predators social users into ticket-buyers

Pico, a Software-as-a-Service platform that turns online fans into identifiable customer profiles, such as ticket buyers, has helped the Nashville Predators NHL ice hockey franchise turn 2,500 anonymous social users into last-minute ticket-buyers.

The Israeli AI-based solution for sports ran eight weeks of activations across the Predators’ social channels and was able to segment more than 10,000 relevant fans. They received data points that indicated which fans would be likely to show interest in the team’s offer of last-minute ticket deals at the 20,000-capacity Bridgestone Arena.

Pico’s AI solution then took the data and segmented it into three types of different groups, which led to delivering more than 2,500 ticket sales to qualified fans.

Nashville Predators senior director of business strategy, JT Louviere, said: “Pico has allowed us to leverage social media and digital advertising to flawlessly reach a segment of fans we otherwise could not have. It’s a process that’s quantifiable and actionable across both our sales and marketing initiatives to progressively advance our business.”

Pico, which launched in 2016, claims to help drive conversions from existing digital channels and increase revenue through sponsorships, tickets and merchandise sales.

According to the technology firm, a team would have only two-10% of their fans data in their own platforms, and 90-98% of their fans would remain unidentifiable – which means the team doesn’t really know much about them besides the fact that they have engaged with the team’s content.

Quinton Porter, Pico’s vice-president, North America, added: “Seeing the Predators’ incredible engagement numbers across their different digital channels got us really excited to show them how our technology could turn their anonymous, online fans, to real identifiable fans, to help support their business objective.

“We are humbled to work with an organisation that has a rare combination of excellence and openness to innovation. This goes hand in hand with their amazing fans who are starving for a personal relationship with the team.”

Image: Piqsels