Customer Quote:

The Covaler team have helped MFC solve a long-standing issue by collating and integrating multiple disparate data sources in to a single platform. For the first time, we have a single view of our customers across all digital touchpoints, which unlocks numerous engagement, marketing and commercial opportunities. The Covaler team have been professional, diligent, and (best of all) very easy to work with through the entire process. We look forward to what will hopefully be a long-standing relationship over the coming years.
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The Problem:

MFC embarked on a data-driven transformation strategy to increase its ability to engage members and fans by leveraging data and improving operating efficiencies •by connecting the entire digital ecosystem. This included;

• Optimising physical and digital touch points to capture, store and analyse information
• Building platforms that allow for customer segmentation, hyper-personalization, enhancing reporting and analytics capability providing the ability to commercialise insights
• Enhanced decision making and automation.
• MFC recognised the need for investment in technology to optimise all marketing channels including member and fan data management, marketing automation, customer service, business intelligence, analytics, websites, ecommerce and social listening / engagement.

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The Solution:

MFC chose Iterable as the marketing automation platform, and Snowflake as the data warehouse to stage the data of multiple vendors, who perform business and logistical functions including ticketing, membership management, corporate events, merchandise sales and competitions.

MFC (and Iterable) needed an integration partner to consolidate the various data sources. Being a specialist in data management and delivery for well over a decade, Covaler fitted the integrator requirements well. We introduced Five Tran connectors where they were available, and built custom API’s where they were not, completing the pipeline from multiple sources to the Snowflake staging destination.

Covaler’s data mapping required an understanding of the Iterable fields, and identifying the data sources and attributes required to support the marketing automation use cases. The process prior to ingestion included building matching rules, establishing how to manage “one to many” and “many to many” match conflicts. This determined how data was loaded into Iterable, and provided guardrails for the future implementation of a Single Customer View (360 Fan View).

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Success Factors:

The project delivered some major benefits for MFC, meeting their key objectives which included:

• Clean data, free of conflict and duplication providing a solid base for marketing communications
• An MFC-ID for members, providing a unique identifier important in evolving to a single customer view
• Sophisticated marketing automation through Iterable, supported by robust data management process for future innovation.
• Improved fan engagement
• Increased availability and analytics of ticket, merchandise and membership sales data.