KHL and SAP completed the first wave of the project on interaction management with fans based on the SAP solution Marketing Cloud

2019: Marketing Cloud SAP implementation

On December 24, 2019 the companies KHL also SAP announced end of the first wave of the project on interaction management with fans based on the solution SAP Marketing Cloud.

As it was reported, for December, 2019 data stories bases sales profiles of fans of hockey clubs "Metallurgist", "Ak Bars" and "Spartacus" are already consolidated in a single system profiles of fans and orders from broadcasts of KHL and also. Works on design, setup and start of the solution were executed by a command SAP Digital Business Services together with representatives of League and Clubs. Also project participants carried out works on cleaning and quality improvement of data that allowed business users to use effectively possibilities of the tool on segmentation of target groups and holding marketing campaigns. The base already integrates more than 867 thousand fans on whom about 4.5 million transactions of KHL are loaded.

To pass to the next major stage of digital-transformation of League, qualitative data as all analytics on marketing activities and preparation of reports will rely on them are necessary for us. Andrey Goryaynov, the deputy CEO of SAP CIS told

Business users and a command of technical support of KHL were trained within the project and on specialized trainings on SAP Marketing Cloud in SAP Training center. For December, 2019 business users of KHL and Clubs actively use SAP Marketing Cloud for preparation and holding targeted marketing campaigns, informing fans and attraction them on matches via different communication channels.

Development of the solution and enrichment of a profile of the fan by historical and transaction data from additional sources will become the next stage of the project: the booking systems of clubs, KHL online stores and clubs, social networks, the user way on the websites of KHL and clubs, passes on stadiums, etc.

Together with team of experts of SAP we will increase efficiency of tools on work with fans to fulfill all mechanisms in the current season and to integrate functionality in other clubs of KHL since a season 2020/2021. Our main objective – in four years to communicate with each fan according to the individual scenario. Sergey Dobrokhvalov, the marketing vice president and to communications of KHL told

The project team already began works on implementation of the second wave of the project and activity on connection to the solution of other clubs of League