CASE STUDY: DATA & ANALYTICS
Leveraging 1st-party data for growth insights.
The Challenge
Using NBA League Pass consumption data coupled with other data sources, what can we learn about our audience to help League Pass grow?
The Approach
FTF created a decisioning model that ingested first and third-party data sources, from consumption, to broadcast deals, to social media affinity to pricing elasticity in various markets. This model in turn predicted the most rational marketing and product decisions in each market League Pass targeted for growth.
30%
Increase in Revenue
85%
Increase in Subscriber Growth Rate
20%
More Efficient use of Paid Media
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The Results
Our decisioning tool — now in its fourth year of use for NBA League Pass — predicts what products, content, players and pricing will maximize revenue and / or growth opportunities in up to 61 focus-countries. Actions suggest by our tool have led to:
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85% increase subscriber growth rate.
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30% revenue growth
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Pricing cuts year over year that helped optimize the balance to grow subscribers and also maximize revenue opportunity.
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15% more efficient use of paid media in 2020 over 2019, and nearly 20% improvement in 2021-2023.
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Visibility into market opportunities provides leverage in media rights deal negotiations.
