Product Overview of FanAI
Introduction
FanAI is a cutting-edge esports and sports audience monetization platform designed to help brands, teams, leagues, game publishers, event organizers, broadcasters, and agencies optimize their sponsorship and marketing strategies. Founded in 2016 by Johannes Waldstein and Dieter Neujahr, FanAI leverages advanced data analytics to connect fan data with brand sales, enabling more effective and ROI-driven marketing decisions.
Key Features and Functionality
Data Collection and Integration
FanAI collects and integrates a wide range of data, including first-party data owned by rights holders, as well as data from social media, streaming platforms, data repository services, and payment data. This comprehensive data collection ensures a holistic understanding of the audience.
Data Analysis and Segmentation
The platform analyzes and segments this data to build brand-specific personas and archetypes. It derives meaningful insights and predicts audience behavior, allowing for targeted and personalized marketing strategies. FanAI’s data enrichment process involves aggregating, cleaning, and optimizing fragmented data from various sources to create a consistent and unified representation of the audience.
Sponsorship Attribution and ROI Measurement
FanAI’s core functionality is its ability to measure the direct impact of sponsorship spend on sales. By matching fan data to purchase activity using merchant and credit card processing, the platform provides causal attribution measurement. This allows brands to see the real sales impact of their sponsorships, enabling them to optimize their investments and maximize return on advertising spend (ROAS).
Performance Metrics and Reporting
The platform offers top-level metrics such as sales lift versus control groups, lifetime value, and ROAS. Additional metrics include the number of transactions, average purchase size, and number of customers. These metrics are customizable to fit the current goals of the brand or business unit, and historical data is available back to 2017 for immediate action.
Strategic Planning and Budgeting
FanAI provides data-driven insights for strategic planning, budget allocation, and negotiation. Brands can use this data to understand the importance of team or market to overall strategic goals, the value of building long-term affinity with fans, and the level of risk of losing a property to a competitor. This information is crucial for guiding marketing activations and budget decisions.
Audience Activation and Segmentation
The platform enables the creation of programmatic campaigns with creatives that resonate with specific audience segments. FanAI refines data to provide SKU-level campaign results for product launches and portfolio brand partnerships. It also offers geo-fenced audience activation and zip code-level data analysis to target specific regions effectively.
Compliance and Security
FanAI ensures all data handling is compliant with GDPR and CCPA regulations, providing a secure and transparent environment for data analysis and decision-making.
Use Cases
- Sponsorship Optimization: Helps brands invest in sponsorships that drive sales rather than just awareness.
- Audience Activation: Enables targeted marketing campaigns based on detailed audience segmentation.
- Product Launches: Provides SKU-level campaign results to optimize product launches and brand partnerships.
- Strategic Planning: Offers data-driven insights for budget allocation, negotiation, and long-term strategic goals.
In summary, FanAI is a powerful tool for any entity involved in sports and esports marketing, offering a comprehensive suite of data analytics and attribution capabilities that help maximize the return on investment for sponsorship and marketing efforts.