The Boston Red Sox Kickstarts Audience Targeting

The Boston Red Sox uses GrowthLoop and BigQuery to segment audiences and launch campaigns within hours.

written by
Julia Parker

Table of Contents

In 2020, sports teams were hit hard by two major challenges: the Covid-19 pandemic and shifts in advertising and engagement channels. With stadiums empty and sales down, organizations were struggling to find new ways to acquire fans and keep them engaged.

But not the Boston Red Sox. They were determined to turn the tide and kickstart a new strategy for fan acquisition using the power of data analytics, Moneyball for the Front Office.

Already invested in BigQuery as their cloud data warehouse, the Red Sox team knew that building a secondary silo to host customer data and act on it would be a massive sink of time and resources. They also recognized that setting up a customer data platform (CDP) would take too long.

Instead, the team decided to take their data stack to the next level and work with GrowthLoop. GrowthLoop’s platform would bring together all of the capabilities of the team's data warehouse for the marketing team to use independently.

With GrowthLoop's no-code Audience builder, the Red Sox marketing and sales teams could suddenly segment audiences and launch CRM and Marketing campaigns within hours instead of weeks. This allowed them to quickly adapt to the ever-changing landscape of fan engagement preferences and advertising costs.

Investing in a modern data stack not only saved time and resources, but it also provided them with the tools they needed to thrive in a post-Covid world. By harnessing the power of data analytics, the Red Sox were able to make informed decisions about their marketing strategies and better engage with their fans.

Example Modern Customer Data Stack Architecture
Example Modern Data Stack Architecture

Better Together: GrowthLoop and BigQuery

The Red Sox team took advantage of 4 major benefits of the powerful integration between GrowthLoop and BigQuery:

Single Source of Truth (SSOT) Activation

By eliminating the need for another data silo, the Red Sox could immediately begin activating from their single source of truth for customer data–their data cloud.

Build audiences using SSOT
Example Single Source of Truth utilized within GrowthLoop

Intelligent Models

Using predictive models, the Red Sox sales team was able to take machine learning models off the shelf and put them into action, to intelligently hone in on audiences most likely to purchase through targeted outreach.

Example audiences built in GrowthLoop
Example audiences built in GrowthLoop

Seamless Data Communication

With BigQuery's data-sharing capabilities, the Red Sox data can be easily integrated with league-provided data, allowing for a seamless combination of the two.

Performance Measurement

With GrowthLoop's audience data written back to BigQuery, the Red Sox analytics team could measure results centrally for their sales and marketing efforts, and deliver more effective and engaging communications with their fans.

Example performance measurement in GrowthLoop
Example results measurement in GrowthLoop

Divide and Conquer: The Art of Targeting with GrowthLoop

GrowthLoop’s Audience Builder enables marketing and sales teams to unlock the potential of their data without the data team needing to rebuild bespoke targeting lists and queries.

Build Intelligent Audience Segments

Successful marketing campaigns require a deep understanding of your target audience, and creating effective audience segments is a critical part of this process. Using the data within the cloud, marketers can build highly-specific customer segments. With these segments in hand, you can then craft personalized marketing campaigns that speak directly to your customers' needs and interests, helping to drive engagement and boost conversions.

Allocate Resources Properly

By implementing GrowthLoop into your team's workflow, you can reap the benefits of increased efficiency and productivity. With the platform's user-friendly interface, your marketers can easily create and test audience segments without the need for extensive collaboration with the data team. This not only saves valuable time but also empowers your marketers to be more agile and responsive to changing market conditions.

Moreover, by offloading the task of audience segmentation and activation to GrowthLoop, your data team is freed up to focus on their core competencies of analysis and innovation. This can lead to more robust data insights, better data-driven decision making, and ultimately, greater business success.

Drive Revenue 

Customers are more likely to respond positively to messaging that is tailored to their interests, needs, and behaviors. By using data to create more targeted and personalized messaging, businesses can better connect with their target audience and ultimately drive more sales. As a result, businesses that invest in improving their audience segmentation strategies can reap the benefits of higher engagement, loyalty, and revenue.

Get Started with GrowthLoop Today

If you’re interested in learning more about the benefits of GrowthLoop–or you’d like to start activating your data directly from BigQuery like the Boston Red Sox, get in touch with our team today.

Published On:
March 6, 2023
Updated On:
August 14, 2024
Read Time:
5 min
Want to learn more?
Book a Demo
You May also like

More from the Blog

AI
How agentic AI enables marketing personalization at scale for better customer experiences

How agentic AI enables marketing personalization at scale for better customer experiences

Explore the current state of agentic AI in marketing, where it’s headed, and use cases you can start exploring.

Press Releases
Despite promise of AI and growing pressure to perform, only 1 in 5 marketers see fast growth

Despite promise of AI and growing pressure to perform, only 1 in 5 marketers see fast growth

A new study from GrowthLoop, a pioneer in AI-driven marketing acceleration, reveals a growing disconnect between the hype around AI and the lived experiences of marketing leaders.

Marketing
Study: How high-performing teams are accelerating marketing cycles

Study: How high-performing teams are accelerating marketing cycles

The 2025 AI and Marketing Performance Index provides an in-depth look into marketing bottlenecks, growth drivers, and where teams are leaning on AI the most.

Looking for guidance on your Data Warehouse?

Supercharge your favorite marketing and sales tools with intelligent customer audiences built in BigQuery, Snowflake, or Redshift.

Get Demo

Unlock the full value of your customer data

Get in touch with our team to learn how you can use GrowthLoop to activate data from your data warehouse to drive more revenue.

Schedule a free demo
Back to Blog
Marketing

The Boston Red Sox Kickstarts Audience Targeting

The Boston Red Sox uses GrowthLoop and BigQuery to segment audiences and launch campaigns within hours.

Julia Parker

Julia Parker

In 2020, sports teams were hit hard by two major challenges: the Covid-19 pandemic and shifts in advertising and engagement channels. With stadiums empty and sales down, organizations were struggling to find new ways to acquire fans and keep them engaged.

But not the Boston Red Sox. They were determined to turn the tide and kickstart a new strategy for fan acquisition using the power of data analytics, Moneyball for the Front Office.

Already invested in BigQuery as their cloud data warehouse, the Red Sox team knew that building a secondary silo to host customer data and act on it would be a massive sink of time and resources. They also recognized that setting up a customer data platform (CDP) would take too long.

Instead, the team decided to take their data stack to the next level and work with GrowthLoop. GrowthLoop’s platform would bring together all of the capabilities of the team's data warehouse for the marketing team to use independently.

With GrowthLoop's no-code Audience builder, the Red Sox marketing and sales teams could suddenly segment audiences and launch CRM and Marketing campaigns within hours instead of weeks. This allowed them to quickly adapt to the ever-changing landscape of fan engagement preferences and advertising costs.

Investing in a modern data stack not only saved time and resources, but it also provided them with the tools they needed to thrive in a post-Covid world. By harnessing the power of data analytics, the Red Sox were able to make informed decisions about their marketing strategies and better engage with their fans.

Example Modern Customer Data Stack Architecture
Example Modern Data Stack Architecture

Better Together: GrowthLoop and BigQuery

The Red Sox team took advantage of 4 major benefits of the powerful integration between GrowthLoop and BigQuery:

Single Source of Truth (SSOT) Activation

By eliminating the need for another data silo, the Red Sox could immediately begin activating from their single source of truth for customer data–their data cloud.

Build audiences using SSOT
Example Single Source of Truth utilized within GrowthLoop

Intelligent Models

Using predictive models, the Red Sox sales team was able to take machine learning models off the shelf and put them into action, to intelligently hone in on audiences most likely to purchase through targeted outreach.

Example audiences built in GrowthLoop
Example audiences built in GrowthLoop

Seamless Data Communication

With BigQuery's data-sharing capabilities, the Red Sox data can be easily integrated with league-provided data, allowing for a seamless combination of the two.

Performance Measurement

With GrowthLoop's audience data written back to BigQuery, the Red Sox analytics team could measure results centrally for their sales and marketing efforts, and deliver more effective and engaging communications with their fans.

Example performance measurement in GrowthLoop
Example results measurement in GrowthLoop

Divide and Conquer: The Art of Targeting with GrowthLoop

GrowthLoop’s Audience Builder enables marketing and sales teams to unlock the potential of their data without the data team needing to rebuild bespoke targeting lists and queries.

Build Intelligent Audience Segments

Successful marketing campaigns require a deep understanding of your target audience, and creating effective audience segments is a critical part of this process. Using the data within the cloud, marketers can build highly-specific customer segments. With these segments in hand, you can then craft personalized marketing campaigns that speak directly to your customers' needs and interests, helping to drive engagement and boost conversions.

Allocate Resources Properly

By implementing GrowthLoop into your team's workflow, you can reap the benefits of increased efficiency and productivity. With the platform's user-friendly interface, your marketers can easily create and test audience segments without the need for extensive collaboration with the data team. This not only saves valuable time but also empowers your marketers to be more agile and responsive to changing market conditions.

Moreover, by offloading the task of audience segmentation and activation to GrowthLoop, your data team is freed up to focus on their core competencies of analysis and innovation. This can lead to more robust data insights, better data-driven decision making, and ultimately, greater business success.

Drive Revenue 

Customers are more likely to respond positively to messaging that is tailored to their interests, needs, and behaviors. By using data to create more targeted and personalized messaging, businesses can better connect with their target audience and ultimately drive more sales. As a result, businesses that invest in improving their audience segmentation strategies can reap the benefits of higher engagement, loyalty, and revenue.

Get Started with GrowthLoop Today

If you’re interested in learning more about the benefits of GrowthLoop–or you’d like to start activating your data directly from BigQuery like the Boston Red Sox, get in touch with our team today.

Share on social media: 

More from the Blog

AI
How agentic AI enables marketing personalization at scale for better customer experiences

How agentic AI enables marketing personalization at scale for better customer experiences

Explore the current state of agentic AI in marketing, where it’s headed, and use cases you can start exploring.

Press Releases
Despite promise of AI and growing pressure to perform, only 1 in 5 marketers see fast growth

Despite promise of AI and growing pressure to perform, only 1 in 5 marketers see fast growth

A new study from GrowthLoop, a pioneer in AI-driven marketing acceleration, reveals a growing disconnect between the hype around AI and the lived experiences of marketing leaders.

Marketing
Study: How high-performing teams are accelerating marketing cycles

Study: How high-performing teams are accelerating marketing cycles

The 2025 AI and Marketing Performance Index provides an in-depth look into marketing bottlenecks, growth drivers, and where teams are leaning on AI the most.

Looking for guidance on your Data Warehouse?

Supercharge your favorite marketing and sales tools with intelligent customer audiences built in BigQuery, Snowflake, or Redshift.

Get Demo