Case Study: Seattle Seahawks uncover 5,000 hidden high-value fans with Amperity
Key results
The challenge
The Seattle Seahawks connected season-ticket data to one-off purchases manually, which prevented the franchise from identifying its highest-value fans. Fan identity was limited to email addresses with no standardization across data sets, undermining confidence in the lifetime value of a fan. Reliance on manual processing of PII created redundant engineering work and slow response times.
The solution
The Seahawks built a single fan data ecosystem on Amperity, accessible across the franchise. Amperity's identity resolution improved fan-profile accuracy and added attributes such as lifetime value, top-10%-of-fans, and passholder flags, while out-of-the-box standardization sped up onboarding of new sources. A self-serve, bidirectional fan-profile setup connected Snowflake and Amperity.
“When we ran our fan's emails through Amperity's Stitch, we found 5,000 fans that we weren't able to uncover before. With accurate Fan identities, we can now engage with them with intentionality.”
VNVictor NguyenDirector of Analytics & Engineering, Seattle Seahawks
The results, in context
Amperity reported a 61.5% deduplication rate across all records and identified roughly 5,000 previously unknown fans. Data sharing between Snowflake and Amperity took about three minutes, with fan profiles updated automatically once per day. Figures are quoted from Amperity's published Seattle Seahawks customer story and dated.