331: Umbel – The First-Party Data Management Platform For Sports & Entertainment
Millions of people attend sporting events every year. Some go regularly, some not so often. To retain customers, how can sports teams increase their success rate of reaching the right people with deals on tickets, special giveaways, and other marketing promotions? How can they know who they’re targeting?
Umbel is a first-party data management platform that empowers companies to better engage and understand audiences. The company’s client roster includes a variety of organizations including the Indiana Pacers, New York Islanders, San Antonio Spurs and more to help increase ticket sales and sponsorship ROI.
At Umbel, they believe data is the most valuable asset a business can own. With their data management platform, some of the most recognizable names in sports and entertainment access, acquire, activate and analyze their customer data to increase engagement, revenue and loyalty. Founded in 2010, Umbel is headquartered in Austin, Texas and has raised $28.5 million in venture funding to date.
Lisa Pearson is the CEO of Umbel with 20+years experience in high growth companies. In her multiple executive roles, she’s been responsible for setting company vision and strategy; driving business performance through organic growth, global expansion and M&A (on deal team for six acquisitions) and navigating corporate exits including IPO (Nasdaq: BV), LBO (Compass Group) and acquisition (to multi-national holding co. HAVAS, 5th largest agency in the world).
She has been a strategic advisor to the best-known brands in the world including American Express, Johnson & Johnson, Procter & Gamble, Yahoo!, Dell and more. Pearson is also known for building high performing teams including overachieving sales and client service teams, agile product and engineering orgs and strategic marketing functions.
We talk about why first-party data is the future and the importance of identifying unique segments from demographics, behaviors and brand affinities.