Acxiom Direct, Turnkey Sports Alliance Create Competitive Edge for Sports and Entertainment Marketers
Monday, 25 September 2006
Acxiom Direct and Turnkey Sports & Entertainment last week announced they are joining forces to better serve sports and entertainment marketers who want new fans and more loyal fans.
"Comcast-Spectacor has used Acxiom Direct and Turnkey independently for several years," noted Peter Luukko, president of the sports and entertainment leader that owns and operates the NBA's Philadelphia 76ers, the NHL's Philadelphia Flyers, and numerous arenas and other professional sports operations. "In today's world, the Acxiom-Turnkey integration becomes a necessity for any successful sports or live entertainment organization."
Uniting Acxiom Direct's powerful database marketing and data management capabilities with Turnkey's industry-leading market research and lead generation tools provides marketers tangible lists of new, prospective ticket buyers and unmatched insight into audience preferences — the keys to today's and tomorrow's marketing environment.
In the alliance, the companies have integrated FanTrak, Turnkey's market intelligence suite, directly into Smart DM Insight(TM), Acxiom Direct's advanced data management, campaign management and database marketing solution. The resulting product is an industry first — a single platform to consolidate data from multiple sources for a more complete, accurate and actionable view of customers and prospects. No similar product exists in the industry at the current time.
"The goal is to get more fans in the seats in a way that serves the fans, the venues and the teams, and this combination of Acxiom's vast enterprise resource capabilities with Turnkey's renowned data collection and analytics will make that happen," said Jay Graves, business unit leader for Acxiom Direct.
"Seamlessly we can build customer profiles, then identify those profiles in the marketplace - the actual new leads - and then manage the direct marketing and sales process," said Len Perna, president of Turnkey Sports and Entertainment. "Bottom-line, it means more revenue at lower customer acquisition cost."