The Challenge

Aquila Basket Trento is a professional Italian basketball club and a key reference point for its local community, with a broad and diverse fan base including occasional attendees, season ticket holders, and loyal supporters. Despite strong attendance and engagement around events, the club faced several challenges in managing and activating fan data:

• ❌ Ticket purchase data was available in Vivaticket, but difficult to leverage for advanced marketing activities
• ❌ Fan segmentation was limited and often handled manually
• ❌ Email and advertising campaign lists required frequent manual exports and updates
• ❌ It was difficult to quickly activate targeted campaigns based on specific games, events, or purchase behavior

These limitations reduced the effectiveness of match promotion campaigns and constrained the club’s ability to strengthen fan engagement and loyalty.

The Solution

Audiencerate

By importing data from Vivaticket into Audiencerate MDP, Aquila Basket Trento created a centralized and always up-to-date fan database.

Thanks to advanced data unification and segmentation capabilities, the club was able to build targeted audiences such as:

• ✓ Season ticket holders
• ✓ Fans who purchased tickets for individual games
• ✓ Fans inactive for multiple games or seasons
• ✓ Supporters interested in specific matches or event types
• ✓ Lookalike audiences based on the most engaged fans

Direct audience activation from the MDP enabled automatic synchronization of these segments with Facebook Ads and Mailchimp, eliminating manual exports and keeping lists continuously updated.

How the MDP Helped

Vivaticket → MDP (Data unification, normalization, and segmentation) → Facebook Ads + Mailchimp

The Results

• ✓ More accurate fan segmentation based on ticket purchase behavior
• ✓ Improved effectiveness of match promotion campaigns
• ✓ More relevant and timely communications aligned with promoted events
• ✓ Better coordination between ticketing, marketing, and communication teams