Adobe Summit: NFL doesn't need a 'Hail Mary' to get benefits from data

The NFL always has something interesting to say and show off at Adobe Summit, and 2018 was no exception. With the NFL Combine, NFL Draft, mini and summer camps, the NFL Season is now 12 months, but even the NFL marketing team has to take a quick breather and look at what they are doing right and wrong.

So their session, Audience Manager at the NFL: Commitment to Excellence with Andrew Gutierrez , Adobe and Aaron Jones - Director - Club & International Marketing, NFL, not only was standing room only, but offered several insights on how the NFL went from engaging with 10% of fans to now quadrupling that and getting meaningful data.

To use some NFL terms, Jones explained how the NFL did an "end around" to get fans visiting NFL.com to offer up their favorite team.

Realizing value from a data management platform (DMP) while obtaining early wins requires a powerful quarterback. Too often, lack of leadership of a DMP practice leads to poor data management and lost opportunities for early victories for multiple marketing teams across the organization.

The session used some case studies that they put into practice to see the value. A powerful personalization practice powered by Audience Manager and Adobe Target technology Strategies for early wins with key features such as lookalike modeling and Device Co-op The impact of getting it right and the efficiencies gained early in the process by creating focus on key use cases Announced here in 2018, the general availability of the Adobe Experience Cloud Device Co-op : a network that lets brands work together to better engage consumers across devices and digital touch points, while protecting privacy and providing transparency. More than 60 global brands have joined the Device Co-op so far, giving these brands the ability to reach more than 300 million consumers across 1.8 billion devices in the U.S. and Canada.Leveraging Adobe Experience Cloud and Adobe Analytics Cloud, the Device Co-op enables brands to deliver more personalized experiences across devices and apps at scale. To date, brands such as AllState, the NFL, Lenovo, Scripps, Sprint and Subaru are partnering to harness the collective power of connected devices to better serve their customers and prospects.

“The average consumer uses multiple devices each and every day. This has proven to be extremely challenging for marketers who are trying to create the best possible brand experience across the customer journey,” said Suresh Vittal Kotha, vice president, Adobe Experience Cloud. “The Device Co-op helps solve this massive challenge by harnessing the collective power across a community of brands. Currently, Device Co-op members are reaping the unique benefits of this community and we’re excited to open this opportunity to others today.”

“Adobe’s Device Co-op has been instrumental in lowering paid media costs by extending our reach to people who have already signed up for fantasy sports or have purchased GamePass,” said Aidan Lyons, vice president of fan-centric marketing at NFL.