3 Steps to an Airtight Partnership Application Review Process: Gain Transparency & Find the Right Partners

4 Reasons to Automate Your Partnership Application Review Process ASAP

Organizations are struggling to keep up with the manual process of reviewing and approving hundreds – sometimes thousands – of partnership applications. Some submissions require global reviewers and others need to be routed to regional teams. Some have short approval processes and others require long, detailed reviews. Regardless, manually tracking and pushing applications through multiple different processes is tedious and can result in poor vetting opportunities and choosing partnerships that don’t align with a brand’s objectives. In addition to vetting potential partners, organizations also rely on their review process for auditing and governance purposes. So, having an all-in-one platform to securely store and reference applications at any time can help adhere to internal policies.

Understanding the need for efficiency, accuracy, and transparency, we created approval workflows in KORE’s Intake product to streamline the partnership application review process and ensure every submission is documented and accessible in a single platform.

Four benefits of setting up approval workflows include:

  • Save time – no more sifting through countless applications or manually following up with multiple reviewers and approvers. Handle a large number of applications faster than before.
  • Improve collaboration and visibility – with an all-in-one platform to manage every application, cross-department reviewers and approvers are always in the loop about every application.
  • Enhance documentation accuracy – create a “paper trail” of who approved what and when for auditing purposes.
  • Increase internal alignment – ensure alignment between groups and stakeholders regarding company policies.
3 Steps to Get Started with Approval Workflow

Here’s how you can use the new approval workflow feature to automate your application review process. 

Step 1: Define your application review process.

Before automating your partnership application review process, you need to define the steps involved in your review process. This could include determining a budget threshold for applications, specifying if it reaches a targeted audience, or identifying if it helps achieve any of your brand’s key objectives. For example, if the opportunity is less than a $250,000 investment, send to the regional team for review, if more, then send to the global team. Once you have a clear understanding of your review process, create an outline with the steps involved and define the conditions that must be met for each step to be approved.

Step 2: Configure your approval workflow.

Once you have defined your review process, it’s time to configure your approval workflow. This involves setting up your approval workflow in Intake, creating decisions or actions for each step, defining the order of steps, and setting up the decisions for how the system should proceed with the workflow.

5 critical functionalities that help keep your partnership review workflow airtight:

  1. Custom Options – allow you to configure the actions a reviewer takes. The flow is not limited to basic “yes” or “no” but allows the creation of other options such as sending to the financial team, legal team, or executives to review.
  2. Automated Decisions – create automated steps that will route the applications to different teams based on form responses.
  3. Auditing – actions on each application are logged to track who took what action and when.
  4. Notifications – email notifications can be configured and sent at any step to keep all parties informed.
  5. Secondary Submissions – automatically email a participant or internal reviewer at any step in the approval workflow to request additional information. The information will automatically tie back to the original application.
Step 3: Review and approve sponsorship applications.

After your approval workflow is set up and configured, you can start reviewing partnership applications using the new automated process. The system will automatically route applications to relevant team members based on the workflow you have set up, and team members can easily access and complete their assigned tasks in Intake.

With our intuitive dashboard, you can track the progress of each application and see which ones have been reviewed and approved, and which ones still require attention. Plus, if you ever need to refer back to an application, you can easily find it since they’re securely stored in Intake.

Making the Most Out of Your New Process

As you start using the new approval workflow feature, it’s best practice to monitor its performance and adjust as needed. Our platform provides valuable data that you can use to identify bottlenecks in your review process and optimize your workflow to improve efficiency. For example, if you notice that a particular step in the workflow is taking longer than expected, you can adjust the workflow to improve the speed and accuracy of the review process.

By automating your partnership application review process with our new feature, you not only save time, but also improve transparency. Our tool offers customizable criteria, automated notifications, and collaborative workflow features to increase visibility at every stage and streamline your selection process. By following our guide and continually improving your process, make smarter business decisions and select successful partnerships. Try our platform today and see the difference it can make!

KORE is the global leader in engagement marketing solutions, serving more than 200 professional teams and 850+ sports and entertainment properties worldwide, providing practical tools and services to harness customer data, facilitate sponsorship sales and activation, and create actionable insights.

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How to Optimize Social Content & Connections with Fans Using Audience & Topic Insights

Audience analysis allows brands to learn about who they’re reaching on social media platforms, like Instagram, TikTok, and Twitter. Topic analysis enables brands to discover topics that their partners and their partners’ audiences care about and measure them against the topics that matter to their brand.

Using both capabilities in KORE’s Evaluate Social platform, we analyzed Olympic champion Eileen Gu’s audience on Instagram and TikTok and dove into her most shared topics. With this analysis, brand’s considering sponsoring this young athlete can get a better idea whether her audience and interests fit their brand’s values and objectives. 

Follow the infographic to see what KORE’s audience and topic analysis uncovered.

KORE is the global leader in engagement marketing solutions, serving more than 200 professional teams and 850+ sports and entertainment properties worldwide, providing practical tools and services to harness customer data, facilitate sponsorship sales and activation, and create actionable insights.

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Helix: Get More Reliable Fan Data & Work Smarter with New Product Updates

Starting this month, a new stream of Helix information is coming your way! We’re launching our Helix blog series to give you an inside look on the latest product updates, benefits to you, and best practices. From saving time completing tasks to increasing productivity, these updates will make your workflows smoother, faster, and more efficient. Stay tuned for more blogs that will make it easier for you to stay informed and take full advantage of all Helix has to offer!

Get More Reliable Fan Data by Improving Golden Records & Data Quality

Golden Records are meant to hold the most reliable customer information, so it makes sense that they should be populated with flexibility. If incorrect data is included and used for business functions like CRM or email marketing, it can result in outdated and unreliable information that affects critical business decisions, and potentially your fan’s experience.

 How to update Golden Records with the most current data using source system fields

We added tie breaker rules to include more field sets from different sources so you can populate Golden Records with the data you need. Now, you can populate Golden Records based on which source record was most recently updated or created. Previously, you could only populate Golden Records if you set your tie breaker rules to “processed on” or “data set priority”. However, these were limiting. For example, using the “processed on” rule limited you to updating a Golden Record based on when Helix first received the information, not when the source record was created in Arctix or CRM or when it was last updated. These additional source system fields add flexibility to Golden Records to ensure you have the information you need to reach your customers.

 How to toggle off data sources you don’t want to prioritize with data source toggling

You want to populate the mailing address in Golden Records using your ticketing solution, and your second data source preference is your CRM data. However, if the Golden Record can’t populate the mailing address from either data source, then you want to use the most recently updated data source.

With Data Source Toggling, you can toggle off data sources you don’t want to prioritize in the tie breaker rule for any Golden Record field. If Helix can’t populate the Golden Record based on the data sources that are toggled on (e.g., ticketing or CRM) then it will move to the next tie breaker rule, in this case, the record that was most recently updated and has the field populated. If you do not set a secondary tie breaker rule, then Helix will populate the Golden Record based on a randomly selected record that has a value for that corresponding field.

 How to pull the most updated source record into Golden Records with source time stamps

You want to populate the mailing address on the Golden Record using the most recently updated source record. With the new Source Time Stamps, there are two new standard fields in Golden Records, “source created on” and “source updated on” that allow you to pull the most recently updated source record into a Golden Record.

You can now add these fields to your data source SQL statements and map the “source created on” and “source updated on” values to the Golden Record fields. You must use the required datetime format (YYYY-MM-DD HH:MM:SS).

Unlike other Golden Record fields, these two new fields are not available for use in defining your matching rules. Also, they are not fields that you populate on a Golden Record using tie breaker rules. Instead, these fields are designed to be used as tie breakers for populating all your other Golden Record PII fields.

How to populate addresses into Golden Records from a single source using unified address

You’re frustrated because your Golden Records keep pulling address data from different sources. To fix this issue, we added the Unified Address feature which combines all address fields into one, so the value is guaranteed to be populated from a single source. Now, when you engage with your customers, you can be confident that their address data is accurate.

Work Smarter by Enhancing Audience Builder

This next update is a game-changer for saving you a ton of time on creating audiences.

Save time by using PII fields to build audiences

We added the ability to use the PII fields from Golden Records to create audiences in Audience Builder. Let’s say you want to build an audience using zip codes, now you can since the zip code field is a filter in Audience Builder. Previously, you would have had to create tags for every zip code in your population which was time consuming. With the ability to use PII fields as filters in Audience Builder, you save time sorting and creating your audiences.

KORE is the global leader in engagement marketing solutions, serving more than 200 professional teams and 850+ sports and entertainment properties worldwide, providing practical tools and services to harness customer data, facilitate sponsorship sales and activation, and create actionable insights.

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Sponsorship Reporting: How to Track Related Partnership Assets within a Deal for Easy Breezy Reporting

Overview: Agree on an “Activation Budget”, Specify Assets Later

From our work with sports teams, we noticed that often in partnerships asset types are not outlined at the time of contracting a deal. Either objectives are unknown at the beginning, or they change during the season, making it unrealistic to specify assets before the ink has dried. Unfortunately, deciding assets in real time doesn’t allow you to group related assets together. This forces you to keep track of activations in separate spreadsheets, causing confusion when reporting to the finance department, league, or other groups.

To overcome this limitation, we created the Flex Funds feature within our Sponsorship product. Flex Funds allow you to associate newly added assets to a “flexible fund” or “activation budget” within the same deal or within a different deal under the same account. With Flex Funds, you can track how much of the budget is left after assigning assets to it throughout the year.

In this blog, we outline the two most common use cases for establishing a flexible fund and how to group all related partnership assets in one centralized platform to simplify tracking and improve reporting.

Use Case 1: Unknown Partnership Objectives at the Start of the Season

Does this scenario sound familiar? You’re working with a corporate partner to finalize a partnership contract. When you ask your soon-to-be partner which assets to include in the deal, they aren’t sure, but they know how much they want to spend. So, to continue moving the process forward, you create an activation budget in the contract, giving you and your partner the flexibility to decide on assets later in the season.

Not specifying every asset at the time of contracting is common. It’s normal to create a “bank” of funds that can be used later once partners know what they want to achieve. For example, if there’s a new partnership asset created in the middle of the season that could help to hit a new objective, then you would allocate that asset to the already established flexible budget.

To carry on, let’s say it’s decided that the new asset will be used. Instead of managing the details in a spreadsheet, you would associate the asset to a Flex Fund. This will associate the asset and future assets together and deduct the selling rate from the balance of the Flex Fund, making it easier to report later. The Flex Fund’s balance (not selling rate) will decrease so the deal value won’t change.

Use Case 2: Partnership Objectives Change During the Season

Another common reason a flexible fund or an activation budget is set up is because a partner’s objectives may change throughout the season. For example, a partner may have a new product launch mid-season that they want to start promoting in the venue during games. Those additional in-venue assets would be assigned to the flexible fund set up at the beginning of the season. With the new Flex Fund feature, you would manage all the additional in-venue assets in a single platform and accurately group them together so they’re easy to keep track of during the season. Additionally, if you don’t use the entire flexible fund that season, you could roll it over with or without the associated assets, so you don’t lose track of unused funds.

To learn more about Flex Funds, request a demo at koresoftware.com/demo.

KORE is the global leader in engagement marketing solutions, serving more than 200 professional teams and 850+ sports and entertainment properties worldwide, providing practical tools and services to harness customer data, facilitate sponsorship sales and activation, and create actionable insights.

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How to Ask Your Sponsorship Partners What Their Objectives Are

One of the most important pieces of the partnership puzzle is figuring out what your partners and sponsors want from their investment. Not only does it help you to establish relationships that are mutually-beneficial — it also helps to ensure that both parties see success from the partnership.

In one of our recent blogs about how to define and measure partnership objectives, we explain that objectives are goals that a brand or organization wants to achieve through a sponsorship agreement. They can be things like increasing brand visibility through unique activations like sponsoring an athlete’s official avatar in popular video games or relating to a niche audience like an online cooking school with well-known guest teachers to generating leads from social posts or driving ticket sales from ads.

But how exactly do you go about asking your partners what their objectives are, without losing sight of your own? In this blog post, we break down the why, when, and how of asking sponsorship partners about their objectives into phases. The first phase helps you get the buy in you need from partners and the second phase focuses on asking the right questions. The second phase then breaks out into two different scenarios with detailed steps and real-world examples, templates, and practical tips on making these conversations as successful (and seamless) as possible.

Phase 1: Explain Why You’re Asking 

Let’s say you’re a sports team that wants to increase sponsorship revenue from established brand partners. To start, you need to prove that you’re worth the investment by providing results. We’re not talking about the end-of-season recaps with little to no insights that no one reads. We mean thorough results that show progress towards your partners’ objectives and actual insights that can be used to optimize performance. Providing meaningful results to partners demonstrates the work that is being put into reaching goals, the areas that need adjustment, and the areas that were improved, leading to satisfied partners.

Start by explaining why you’re asking about objectives and list the benefits. This will provide context for your partners and clearly lay out what’s in it for them. Depending on your relationship with your partners, you can do this via email, virtually, or in an in-person meeting. Typically, this conversation takes 30-60 minutes depending on how many follow up questions they ask. Below is a list of reasons and benefits you can share with them to start the conversation.

Examples of reasons why you’re asking include:

  • Prove that a partnership with you is valuable.
  • Provide even more value by collaborating on ways to continue what’s working and improve what isn’t.
  • Ensure they’re satisfied with the partnership and continue to partner with you.

Examples of benefits for them include:

  • Ensure the partnership supports their organization’s overall goals.
  • Maximize the value they get out of the partnership by working with you on ways to optimize strategy.
  • Demonstrate returns from the partnership to their executives using the near time reports you provide.
Phase 2: How to Ask About Objectives

So, you’ve explained to your partner why you’re asking about their objectives. Now it’s time to ask what their objectives are. This process will vary depending on if they already have them established or not. For either scenario, we have a step-by-step guide to ask the right questions and set you and your partner up for success.

Scenario A: Your Partner Doesn’t Know What Their Objectives Are

Step 1: Send your partner our blog How to Define & Measure Your Brand’s Partnership Objectives in 3 Steps. It explains why it’s important to define and measure objectives and helps start the brainstorming process.  

Step 2: Send them a survey to uncover what’s important to their organization and help them establish objectives. You can quickly draft your own using Google forms or a variety of other survey tools available online. Include a deadline for the survey and extend it if the deadline is missed. You may need to follow up with reminders on the benefits of why aligned objectives are important to the success of the partnership.

Examples of survey questions to ask include:

  • What is the primary goal of your sponsorship with us?
  • Rank the following categories of objectives in order of importance to your brand/organization:
    • Awareness: The level of awareness of a brand among its target audience.
    • Visibility: The frequency with which people encounter the brand.
    • Brand Image: A consumer’s interpretation of your brand and its products and services.
    • Customer Engagement: Engage existing customers and create loyalty.
    • Sales: A transaction that includes an exchange of services or goods for a certain amount of money.
    • Lead Generation: Generate leads and build relationships with potential customers.
  • What type of audience are you targeting with your sponsorship?
  • How do you measure the success of your sponsorship with us?
  • What kind of return on investment are you expecting from this sponsorship?
  • What criteria do you use to select which teams to sponsor?
  • How does your brand benefit from sponsorship with us?

Step 3: Once they complete the survey, set up a kickoff meeting to discuss survey answers, and help them determine objectives. This meeting typically takes between 2-4 hours so we recommend conducting it in person. Some common partnership objectives include:

  • Increase brand awareness
  • Generate new leads and customers
  • Enhance customer loyalty
  • Strengthen brand image and reputation
  • Increase sales of products or services
  • Increase onsite traffic or social media followers
  • Target and connect with an expanded demographic
  • Promote social responsibility initiatives

From our work with sports teams and brands, we suggest starting with three objectives per partner. This keeps it manageable for both parties. It’s important to confirm that objectives are:

  • Realistic
  • Achievable
  • Carry a specific timeline for completion

Step 4: Work with your partner to set goals for each of their objectives. Goals provide direction and structure, allowing you to measure progress and determine when you have achieved success. Goals also help to keep you accountable and on track. This can be done via email or in a follow up virtual or in-person meeting. We recommend starting with two to three goals per objective.

Continuing with our example objectives in step 3, let’s say that you’ve agreed with your partner that their primary objectives are:  

  1. Increase online brand awareness
  2. Generate 50% more leads YoY from online sales
  3. Grow social media followers

Then goals for each of those objectives would be:

  1. Increase online brand awareness
    • Increase website traffic by 20% over the next 3 months
  2. Generate 50% more leads YoY from online sales
    • Increase the number of leads generated from our website by 10% in the next 3 months
    • Increase the number of qualified leads generated from our email campaigns by 20% in the next 6 months
  3. Strengthen social media engagement
    • Increase the number of followers on social media platforms by 10% in the next 3 months
    • Increase engagement with followers by 20% in the next 6 months

Step 5: Now it’s time to drill it down even further. Decide on KPIs (Key Performance Indicators) that will support the goals for each objective. KPIs are important to setting objectives because they provide a measurable way to track progress and success. This can also be done via email or in a follow-up virtual or in-person meeting.

Building on our example in step 4, KPIs for the objectives and goals agreed upon with your partner would be:

  1. Increase online brand awareness
    • Increase website traffic by 20% over the next 3 months
      • Number of website visitors
      • Average time spent on the website
      • Bounce rate
  1. Generate 50% more leads YoY from online sales
    1. Increase the number of leads generated from our website by 10% in the next 3 months
      • Number of leads generated
      • Conversion rate (leads/visitors)
    2. Increase the number of qualified leads generated from our email campaigns by 20% in the next 6 months
      • Number of emails sent
      • Open rate
      • Click-through rate
  1. Strengthen social media engagement
    1. Increase the number of followers on social media platforms by 10% in the next 3 months
      • Number of followers gained over the 3-month period
      • Percentage increase in followers over the 3-month period
    2. Increase engagement with followers by 20% in the next 6 months
      • Number of likes and comments on posts
      • Number of shares

Step 6: After you establish objectives, goals, and KPIs with your partner, take a moment to get clear buy-in from stakeholders. Whether you do this in person or over email, you want to confirm that everyone involved sees the road map and understands what they are tracking and working towards. 

Further, getting both parties on the same page is necessary in case a goal is missed. For example, if you track the KPIs for the goal of increasing the number of website leads by 10% in the next 3 months, but miss the goal, you may see new trends emerge that lead to beneficial insights. Having all stakeholders aligned on the bigger picture would make it easier to pivot and quickly act on the new insights and still get a positive outcome.

Scenario B: Your Partner Knows What Their Objectives Are

Step 1: Set up a kickoff meeting to discuss and align their objectives. Typically, this is a virtual or in-person meeting that lasts between one to two hours.

Step 2: Once objectives are identified, work with your partner to identify goals and KPIs. See steps 4 and 6 in scenario A above.

Managing & Tracking Objectives in One Spot for Visibility

After your sponsorship partner’s objectives are identified, it’s up to you to manage and track them in a single platform for greater visibility and accountability. Learn here why a single platform to gather all data, insights, and communications is a competitive advantage. It also allows for better collaboration internally, as everyone on your team can easily access the same information and work together to achieve the same goals. Additionally, having all objectives in one system makes it easier to identify areas of improvement and adjust strategies accordingly. This helps ensure that resources are being used efficiently and effectively to reach desired outcomes.

One Dream, One Team

While the partnership reflects two completely different teams, aligning on objectives and treating them as one vision strengthens the partnership for long term success. It also creates a mutually beneficial partnership for everyone involved.

Need help facilitating discussions with partners about their objectives, request a consultation here.

KORE is the global leader in engagement marketing solutions, serving more than 200 professional teams and 850+ sports and entertainment properties worldwide, providing practical tools and services to harness customer data, facilitate sponsorship sales and activation, and create actionable insights.

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Empower Automated Customer Journeys By Syncing Golden Records to Your CRM


In April, we launched Helix—our new fan intelligence platform built to unify first-party fan data across disparate sources. It standardizes, cleans, and enriches data to provide a single customer record at your fingertips. With a simple user interface and drag and drop functionality, non-coding teams like sales and marketing can confidently build fan segments for personalized engagement, improved campaign accuracy, and maximized conversions.

Now, we’re making Helix even more powerful— integrate Helix with your CRM so that the best data is synced daily and available where you need it most.

What is it?

While developing Helix, we knew that consolidating data was just one part of the equation. Teams told us loud and clear that it was still hard to act on their fan data because the Golden Records didn’t connect to their CRM system. With so many platforms containing disparate bits of fan information, campaigns weren’t always targeted or accurate.  

Understanding this challenge, we added the capability to sync the clean and enriched data from Helix to your CRM system. Now, every Golden Record, tag, and attribute is in your CRM for easy access by your entire organization.

How Does It Work?

Golden Records represent the best information you have about an individual fan, pulled from multiple data sources. You can use the Audience Builder to select the Golden Records that have enough information to be useful and then sync them into your CRM. This creates or updates the CRM record for each individual fan, ensuring everyone in your organization has access to the best data. Helix will update the data in your CRM each night, so you always have the latest updates.

Syncing this data to your CRM also drives automation. With configurable and extensible mapping of any data point in your data warehouse onto a contact record, person account record, or custom CRM field, you can build automated customer journeys.

For example, you might sync ticket retention scores to your CRM and create an advanced journey mapping in your email marketing system. Then if a season ticket holder’s retention score drops below 30, a service case would be automatically generated for a ticketing service rep to contact that customer about renewing.

Why Does It Matter?

With the ability to sync nightly, your CRM is always populated with the most up-to-date and actionable data empowering sales and service reps to personalize customer interactions. The sync can also help automate marketing campaigns within your CRM. Once you input tags and attributes in Helix, the native automation in your CRM can create activities and opportunities as soon as that data is synced. For example, every time you add a tag to a fan’s profile indicating whether they have children or not, your CRM receives that information and automatically adds the fan to an existing email campaign. Now, every campaign you create in your CRM is accurate and targeted for improved fan engagement.

The Sync to CRM feature also automates previously manual tasks such as lead imports, opportunity creation and assignment, and customer journey actions (e.g., phone calls, emails, and texts), saving you time and freeing you to work on other priorities.

How Do I Get It?

This feature is now available for all Helix customers. Reach out to your Customer Success Manager for more information. If you don’t have Helix yet, request a free demo here.

KORE is the global leader in engagement marketing solutions, serving more than 200 professional teams and 850+ sports and entertainment properties worldwide, providing practical tools and services to harness customer data, facilitate sponsorship sales and activation, and create actionable insights.

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Capture & Analyze Historical Data to Make Smarter Business Decisions

Did we put you to sleep with “analyze historical data” in the title? We know it sounds boring but hear us out – data snapshotting can help you identify some pretty cool insights! Trying to figure out how many more customers signed up after your latest marketing campaign? Want to know exactly when your customers are renewing their season tickets and why? How about digging into your sales pipeline bottlenecks? Then definitely keep reading. We promise this blog is interesting (and to the point).

Quick overview of data snapshotting before we dig into a few cool use cases

The Data Snapshot feature in our DWA product allows you to capture and view a “point-in-time” copy of a dataset. It periodically snapshots the data from a data set you choose and stores it in a table for historical report creation, comparison, and period-over-period analyses. You have total control over the logic and data sets, so you capture only what is important to your business. Setting up an automatic snapshot in DWA also eliminates any manual snapshotting you were doing, saving you time and effort.

Track the Growth of Your Customer Database

As a marketing manager, you want to measure the growth of your customer database before and after new lead-generation campaigns and understand which leads are coming in through which channels. However, your campaigns are multi-channel and generate new leads from multiple sources such as search, social, and email. You also get leads from in-person events and your partners. Further, some of your sources make it difficult to track when a new customer was created or when it first appeared in your database.

You need the ability to capture the size of your customer database at a specific point in time and summarize which sources leads are coming from so you can compare them before and after each campaign.

With the Data Snapshotting feature, take a snapshot to create a custom report that summarizes how many customers you have per source before and after each campaign. Then, compare both reports to assess the growth of your customer database and the effectiveness of each source. Understanding this information will provide insight into what is working and what is not so you can improve the next campaign and grow your customer database.

Optimize Your Secondary Market Ticket Pricing Model

You’re a ticket pricing manager and you want to refine the dynamic ticket pricing model to include the fluctuations of the resale prices in the secondary market. Secondary market ticket prices constantly change and sometimes the changes don’t trigger the listing to update in your database. This makes it difficult to track the day-to-day movement of price changes. You could use the historical information at the individual seat level but aggregating and comparing all those prices slows down reporting.

Instead, use the Data Snapshotting feature to capture the individual seat listings by section and event and then compare the current state to what the database looked like the past few days. This approach provides an accurate way to compare day-to-day pricing and understand inventory, so your ticket prices accurately reflect demand.

Understand Your Ticketing Renewal Trends

Another example for ticket pricing managers is the need to understand ticket renewal trends, specifically when customers are renewing their season tickets in the renewal cycle. Season ticket renewals are already captured in Ticketmaster, but ticket forwarding, and ticket reselling make it hard to actually know when a customer renews. Plus, there’s no easy way to track season-ticket upgrades and downgrades. For instance, if a customer upgraded their season ticket, it would look like they didn’t renew because it’s not a like-for-like price and your system wouldn’t catch it. However, if you set up a data snapshot then it would let you capture upgrades and downgrades to count them as renewals.

With data snapshotting, you can capture ticket renewal data at a granular level to compare and analyze it year-over-year. By understanding exactly where your customers are in the renewal process, you can inform marketing and sales strategies, so your outreach campaigns and messaging are more relevant and effective.

Identify & Address Sales Pipeline Bottlenecks

If you’re a sponsorship manager, you may want to see your pipeline, know the status of your contracts, understand what stage they’re getting stuck in, and correlate this with their close rates.  However, as your contracts move through the different sales stages, there is limited visibility on how long they spend in each stage and how revenue is affected at different points in the pipeline.

Leveraging data snapshots allows you to capture your pipeline at different points in time so you can easily track changes and the status of each deal and compare it with historical data. Comparing your pipeline also provides insight into the length of stages and if there are any bottlenecks. Addressing any pipeline issues in real time improves sponsorship revenue and partner satisfaction.

I need the data snapshotting feature right now! (we told you it was cool)

Data snapshotting is now available. If you have DWA and would like to start using this feature, reach out to your Customer Success Manager.

Don’t have DWA and interested in learning more? Request a free 30-min demo here.

KORE is the global leader in engagement marketing solutions, serving more than 200 professional teams and 850+ sports and entertainment properties worldwide, providing practical tools and services to harness customer data, facilitate sponsorship sales and activation, and create actionable insights.

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Introducing Helix: KORE’s Cutting-Edge Fan Intelligence Platform

Fans are your biggest asset, so how do you leverage their data?

Fans are the biggest asset for teams, leagues, and venues. Not just because they buy tickets and paint their faces on game day, but because fans are the reason the sponsorship market exists.

Brands and other partners with something to sell want to get in front of these loyal crowds cheering for their teams. Team, leagues, and venues want to generate as much revenue from these brands, so they need to know who their fans are to successfully attract the best matching partners and ensure contract renewals. Their ability to know exactly who their fans are is not only paramount to providing value to their sponsorship partners, but also contributes to their ticketing, marketing, and other business strategies. When these organizations understand their fans, they can put the right brands in front of them, sell them the right tickets, and send them relevant content.

However, fans aren’t just in the stadium. They’re also at home, at a bar watching the game, and likely engaging on digital platforms. So, how does a team dig deep into their fan base when interactions can happen at any time across multiple platforms and channels?

This question motivated us to develop Helix – KORE’s new fan intelligence platform. From our work with hundreds of global organizations, we kept hearing the same reoccurring challenges. They needed help bringing all their fan data into one place, unlocking it to reveal who their fans are, and making it actionable so they could personalize fan engagement beyond the stadium.

Our industry experts designed Helix specifically for the sports and entertainment industry. It unifies first-party fan data across disparate sources, then standardizes, cleans, and enriches it to create a single customer record. With a simple user interface and intuitive drag and drop functionality, your entire organization – not just data analysts – are empowered to confidently build fan segments to personalize engagement and maximize returns across your business.

Your fans at your fingertips

Fans are evolving and so are their expectations for engagement. Yet, until now, the sports and entertainment industry hasn’t had a standard platform, processes, or best practices to aggregate and clean fan data for tailored campaigns. While there are a wide range of tools for managing consumer data, like customer data platforms, managing fan data that needs to be united, deduplicated, and then made actionable has remained a challenge.

Helix was developed and purpose-built to be that platform for the sports and entertainment industry. It provides a framework but is still flexible enough for your business intelligence team to tailor the platform to the way your organization operates. The features within Helix, like Golden Records, enable you to collect and deduplicate data from numerous sources into individual customer profiles.

A common use case of Golden Records is triggering personalized actions. Let’s say you create an event for when a fan signs into your venue’s Wi-Fi. First, Helix would identify the fan by checking if the information they provided (e.g., name and email address) matches anyone already in your system. If yes, then Helix pulls together the details to inform your next action such as add tags, spend levels, and retention score. If there’s no match, Helix creates a new Golden Record for the fan.

Once the fan is either recognized in your system or a new Golden Record is created, you can take automated personalized actions such as:

  • Do they have a low spending history? Send them a discount coupon for team merchandise to encourage them to shop.
  • Do they have season tickets and a low retention score? Send a service representative to visit them in person and ensure they have a great experience today.
  • Is it their birthday? Help them celebrate it with an e-voucher for a free beverage.

With the best data for every fan in a single record, your entire organization has access to the information they need most to build tailored and effective campaigns and outreach.

Not a data analyst? No problem.

Marketing, Sales, and other departments frequently ask Business Intelligence (BI) or Analytics teams for targeted campaign lists because they don’t know SQL to easily segment fans themselves. However, fulfilling these requests requires manual processing and is time consuming for BI and Analytics. So, if Marketing and Sales can’t get targeted lists in time, campaigns are sent to broad audiences with no personalization. This randomness reduces campaign effectiveness and affects the tickets, merchandise, or food and beverages being promoted. 

With Helix, programmers don’t have to spend all day pulling lists. Instead, non-coding users, like Sales and Marketing teams, are empowered to build their own targeted lists with an easy-to-use interface and features.

The customizable tags and attributes let you select a set of fans that have certain traits in common. You can create tags for criteria that are used frequently. For instance, you can ask “Does this fan have any children?” and create a “Yes” or “No” tag for a set of fans.

Similarly, attributes help you group fans together when there’s a longer list of possible answers. For example, someone’s education level could be: “high school or lower”, “some college”, “college degree”, “graduate degree”, or “doctorate”. Instead of configuring five different tags which each require their own SQL query, you could set up a single attribute using just one query. In addition to being more efficient in these cases, it’s also easier to find any records where the attribute’s value is unknown.

After you have enough tags and attributes created, Marketing and Sales teams can use Audience Builder to create their own targeted marketing lists. The drag-and-drop tool allows them to combine tags and attributes into detailed selection criteria without writing any additional SQL, then view all the matching Golden Records. The criteria can be saved for future use, empowering them to always have up-to-date results.

With the tools to build their own segmented audience lists, BI and Analytics teams no longer get bogged down with repeat requests. Additionally, Marketing and Sales can make every campaign targeted and strategic which improves engagement and drives deeper fan relationships.  

 Sync the best data so it’s available where you need it most

We also heard from teams that it’s hard to act on their data because it doesn’t connect to their CRM or other marketing systems. They have different platforms that only contain parts of a fan’s information, so campaigns aren’t always accurate.

Understanding this challenge, we added the capability to sync the clean and enriched data from Helix to your CRM system. With the ability to sync daily, your CRM is always populated with only the most up-to-date and actionable data. The sync also has the capability to automate marketing campaigns within your CRM. Once you input tags and attributes in Helix, the native automation in CRM can create activities and opportunities as soon as that data is synced. For example, every time you add a tag to a fan’s profile indicating if they have children or not, your CRM syncs that information and automatically adds them to an email campaign you’ve already set up. Now, every campaign you create in your CRM is accurate and targeted for improved fan engagement.

We’re currently working on completing this feature and it’ll be available by end of Q2 2022.

Personalize fan engagement & maximize returns 

Helix enables your entire organization to truly know and understand your entire fan base. Leveraging this knowledge improves not just your sponsorship strategy, but also ticketing and marketing strategies. Your data centralized in an easy-to-use fan intelligence platform makes it simple for every team, not just data analysts, to personalize every engagement, improving campaign accuracy and returns across your business.

Ready to learn how to simplify fan segmentation in your organization? Request a 30-min demo here.

KORE is the global leader in engagement marketing solutions, serving more than 200 professional teams and 850+ sports and entertainment properties worldwide, providing practical tools and services to harness customer data, facilitate sponsorship sales and activation, and create actionable insights.

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KORE’s Quarterly Customer Forum Recap – March 2022

In our first quarterly customer forum of 2022, our new Hookit colleague shared exciting product updates, the Boston Celtics showed us how they’re using Helix to improve fan engagement, and our team revealed new and upcoming product updates. If you didn’t get a chance to join us or just want to review a specific update, check out our recap below.

Recent & Upcoming Hookit Enhancements by RJ Kraus, Chief Product Officer at Hookit

Data Share: Integrate Hookit data into your world 

Data Share makes data accessible. It lets you get the most out of your Hookit data by adding it into your existing insights pipeline and mixing it with your first party data to identify actionable insights that drive business impact. Ways you can access your Hookit data include:

  • KORE platform (coming soon)
  • Hookit Platform
  • Snowflake account or a reader account within the Hookit instance
  • Your BI Tool via native data connectors in 50+ platforms

Automated Tagging: Make your data more usable

Automated Tagging is a rules-based system to organize your content so you can focus on delivering reports, analysis, and insights faster. Tag events, content series, campaigns, sponsorship activations, products, and more.

Brand Benchmark:
$10B in annual value measured

Brand Benchmark lets you aggregate data to derive and extract more insight from it. Access global and category market valuation exclusively available for Hookit customers. Compare your performance and trends within the marketplace and analyze allocation by sport and type.

Key benefits include:

Earned Media Analysis:
Measure your sponsorship application

The Earned Media Analysis feature uses the data Hookit it already has to tell a better story of what’s going on with your sponsorships. It measures the amplification of your sponsorships by analyzing the content and exposure from media, industry, peers, influencers, and other brands – and the brand exposure and value that comes with it.

Key benefits include:

Topic Analysis:
Discover what partners and prospects care about

Discover the topics that your partners, prospects, and their audiences care about and measure them against the topics that matter to your brand. Topic Analysis helps identify which prospects are best for you to sell to and makes better partnerships. With Topic Analysis, you’re able to see:

The Boston Celtics & the Helix Beta Program: How to De-Code Fan Segmentation for Better Engagement

As part of the Helix beta program, the Boston Celtics began their planning process by focusing on:

  1. Being intentional: They specifically thought through the business problems they wanted to solve with Helix.
  2. Generating buy-in: Solve for simple, common, and practical use cases first. Use cases they solved for came from marketing, sales, and service to get buy-in across the organization.
  3. Maximizing time savings: Cut down on the number of people needed to complete a task and the amount of time a task takes.

Once they understood what they wanted to accomplish with Helix, the Celtics began their journey with four steps.

  1. Build data sources: The first step was defining the fields they wanted in their data source. With the ability to customize SQL query in Helix, they were able to build queries specific to their business needs.
  2. Assign Golden Record logic: Since Helix can identify duplicate records based on logic, they set rules on which data points to take from different duplicate records. For example, if an email address matches between three records, they set it so that all three records are listed under the same person.
  3. Build Tags & Attributes: Tags are like categories (e.g., primary, or secondary ticket buyers) and Attributes are like numerical criteria (e.g., ticket or F&B spend). The Celtics built custom SQL queries that allowed them to assign tags and attributes to their Golden Records. These tags and attributes are what make it possible to build audiences in step 4.
  4. Build deduped audiences: Now that they set their criteria in steps 1 through 3, any department (e.g., Marketing, BI, or Services) can use Audience Builder within Helix to create audiences, or lists based on Tags and Attributes.

Leveraging Helix, the Celtics were able to take complex SQL queries and simplify them so non-coding employees were empowered to go into the system and create their own audience lists. This simplified and consolidated a previously complex and time-consuming business problem into one that any team member could solve themselves.

Product Updates


Helix is a fan intelligence platform purpose-built to unify fan data across disparate sources, like digital, social, and live-event channels. It then standardizes, cleans, and enriches your data to create an accurate, comprehensive view of each fan. The result is a reliable, intelligent fan platform with a simple user interface and intuitive drag and drop functionality. Now, non-coding teams, like sales and marketing, can confidently build fan segments for personalized connections at every stage of the fan journey.

At the end of April, we’ll begin to release Helix in batches. In the coming weeks, there’ll be more communication about the rollout and participation process. You do not have to be a KORE DWA customer to use Helix and its features. In fact, one of our initial customers using Helix currently uses Snowflake. If you’d like more information about compatibility with non-DWA vendors, reach out to your Customer Success Manager.

Ahead of our full production rollout, there are two large features coming to Helix – configurable CRM data sync and CRM modernization.  

  • Configurable CRM data sync: This allows configurable and extensible mapping from any data point in your warehouse to a contact record or person account record in your CRM. It also provides the ability to map tags and attributes directly to your CRM custom fields and then use them within your CRM to build advanced customer journeys. For example, to build ticket retention scores, scores can be pushed to CRM using the mapping tool and be surfaced to create advanced journey mapping.

CRM Modernization of Dynamics: This feature will enhance your CRM system by allowing Fan Finder to launch Microsoft Dynamics Native Opportunities.

The Importance of Recaps in Partnership Relationships

In recent years, there’s more pressure on the brands side to justify sponsorship dollars, so we can no longer think of recaps as a yearly requirement. Instead, recaps are being requested more often and when they aren’t provided on time, it can put a strain on partnership relationships.

As we continuously strive to provide the industry-leading Sponsorship platform, we’re always looking at how to improve the recap side of our products to make partnership relationships more effective. When you have effective partnerships, it makes renewal conversations a lot easier.

To further understand where recaps are heading, we asked the audience of our customer forum how often they’re sharing data or recaps with partners. Below is the response breakdown.

2-3 times per season


Upon request


Halfway through the season






At the end of the season


When we asked what partners are asking about the most, the audience replied:

More collaboration


More data


More reporting/dashboards




No changes


Results of our pollshow the growing importance of recaps in optimizing partnerships, securing renewals, and fostering positive relationships.

Intake: Scoring and Weighting

We recently released scoring and weighting features to Intake to help create more effective partnerships. We know from our work with brands that only about 10% of submitted sponsorship applications will be considered. These features help surface those top 10% of opportunities in an automated way. With configurable scoring and weighting, you’re able to analyze the details of potential partnerships and automatically assign a cost per point to make more intelligent data-driven decisions when it comes to finding the right partners.

Activate: Sponsorship Packages and the New URL

The Visualized Sponsorship Packages feature will now keep asset packages grouped when synced from our Sponsorship product over to Activate. Previously, package components were scattered when synced, but now all related components will stay together, and you’ll be able to visually see the packages grouped. This new feature ensures accuracy and efficiency in the way assets are tracked, synced, and reported across both our Sponsorship and Activate products. The new Visualized Sponsorship Packages will be available at the end of March. 

Reminder that the new URL for Activate is activate.koresoftware.com. The existing URL will continue to work alongside the new one until end of Q3. We’ll communicate with all Activate customers before the old URL is officially retired. 

Sponsorship & Partner Engagement

To continuously improve our Sponsorship product, we made enhancements to the product’s integrity, flexibility, and consistency. Below is a summary of recent upgrades.

Looking forward, we’re in the discovery phase of adding the Approval Workflow feature to Intake. The team is also working on updating the roles and permission functionality to improve security within Intake, Activate, and Evaluate. Within our Sponsorship product, we’re assessing how to optimize Flex Funds so that it’s more flexible.

DWA: Data Snapshots

Coming this April, we’re adding the ability to create customizable daily snapshots of the data you care most about. You’ll own the snapshot criteria and can edit it as needed. Simply create a view in the custom schema and notify KORE that you want to take a snapshot of that view. We’ll set it up to automatically take a daily snapshot and you’ll be able to view these snapshots in Redshift, just like any other data set in DWA.

Adding this feature will allow you to conduct point-in-time analyses, like comparing renewal sales YoY. You’ll also be able to spot macro trends in evolving data sets. For example, identify and track how long deals sit in the pipeline and different stages so you can compare it to historical data to build out more advanced metrics. Another use case is understanding secondary market tickets sales and when prices change to maximize revenue.

DWA: Individual Redshift Users

We’re adding the ability to create unique logins for individual Redshift users. This will increase access security, provide configured permissions for specific tables and data, and let you track changes made to the database on a per user level. This feature will be available early Q2 upon request to your Customer Success Manager.

Integration Catalogue

To date, we’re happy to announce we have 95 total supported integrations. Some of our most recent integration additions and updates include the NFL, Aramark, Sports Engine, and KORE-to-KORE.

For the NFL integration, we added lifetime value data sets and expanded the data we get from shield API, which includes game information and actual play data. This allows you to take time stamps at specific times of a game (e.g., right after a touchdown) and compare it to attendance or POS sales to build more comprehensive analyses based on game data.  

We also continue to enhance our KORE-to-KORE integrations. Recently, Activate use cases and features have evolved. So, we’re increasing the data set that flows from Activate to DWA to leverage in your reporting and blend it with other data sets. 

All our league integrations – NFL, NHL, MLS, MLB, and NBA – have also been recently upgraded for optimal performance. Further, now that we’ve merged with Hookit, we’re focusing on building robust integrations between our platforms. 

Ticketing Integrations

The team is working to improve Archtics ticket data accuracy to address two main challenges, tracking the lifecycle of a ticket and inconsistencies in event revenue reporting. The focus is on taking existing data sets and making them better. This upgrade is currently in progress and should be completed early Q2.

Upcoming Quarterly Customer Forum

Thank you to all who joined us this quarter! We hope to see you at our next customer forum.

KORE is the global leader in engagement marketing solutions, serving more than 200 professional teams and 850+ sports and entertainment properties worldwide, providing practical tools and services to harness customer data, facilitate sponsorship sales and activation, and create actionable insights.

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Sponsorships: Maximize Performance & Invest Smarter with the Partnership Data Submission Portal in Evaluate

Are you still waiting on end-of-year recaps 6 weeks after the season ended?

Through our work with brands, rights holders, and agencies, we noticed a theme, partnership recaps take FOREVER – forever to produce and forever to receive. Then, once you finally do receive it – usually 4 to 8 weeks later – it’s a fluffy PDF or PowerPoint. It’s fluffy because tracking down all the data needed to provide a thorough analysis is time consuming and tying results back to actual partnership objectives is a manual process.  

You need more evaluation and insights and less fluff, though. You need to know how a partnership performed against the objectives set, how partnerships compare, and if your entire portfolio is performing well. Most important of all, you need to know if your partnership investments are contributing toward business goals.

Understanding the market’s needs, we developed a tool in our Evaluate product that allows every partner to submit essential performance data at any time. The timely collection of data that matters most to your organization reduces the wait time for recaps. It also feeds into reports that give you insights to how underlying metrics performed in striving to meet objectives. With better reporting and insights throughout the season, you can make impactful performance-based investment decisions.

The Data Submission Portal Unifies Performance Data

The new Data Submission portal tool in Evaluate lets your data providers (e.g., partners and agencies) submit files through a customized web-based portal. The customized portal is a secure way for data providers to submit the performance data needed to evaluate your partnerships. The portal also establishes a system for data providers to submit quantitative and qualitative metrics as soon as they’re available.

To start, a data provider logs into your Data Submission Portal and selects an account. Once they select an account, the submitter is given a list of form options based on the type of data they are submitting.  Based on the form selected, the submitter downloads the corresponding .CSV template, which includes instructions to complete the form structure for submission.

Then, the submitter populates the .CSV template and uploads it back into the portal for ingestion. The .CSV template takes the data and standardizes it into a format that aligns with your data warehouse. After it’s uploaded, you, the data recipient, can review or decline the data before it’s appended to your data warehouse and visualized via Tableau dashboards for near-time insight into how that partnership’s objectives are tracking.

In the example above, a data provider logs into the brand’s portal to upload the latest hospitality event metrics for a specific account using the Hospitality: Guest Management System form. Once the submitted data is approved by the reviewer (e.g., the brand), it’s visualized via Tableau dashboards for near-time insight into how hospitality metrics are tracking for this specific account. 

What our customers love about the Data Submission Portal include:

  • Customizable portal to match your brand’s look and feel
  • Unique forms based on your business objectives (e.g., hospitality, customer acquisition, social media, media valuation)
  • Data validation upon upload so accurate metrics are always submitted
  • Reduced waiting time on data availability
  • Data-focused results and reduction in recap noise

Performance-led Decisions & Optimized Partnerships with Near-Time Insights

The Data Submission Portal makes data centralization quicker by unifying it directly from data providers and integrations. Plus, you can breathe easy knowing all data submissions are subject to KORE’s rigorous QC and data validation process.

Uploading partnership metrics any time via the portal also increases the availability and frequency of reporting so you don’t have to wait weeks for insights. Dashboards are updated in near time when new information is added, providing up-to-date results and benchmarking. You can also provide Tableau dashboard access to individual partners so you both track deal progress and collaborate on optimizing your partnership. For example, if you notice a partner is going to fall short reaching their impressions objective you can quickly reach out to activate or pivot in real time. Without this visibility, you wouldn’t have known this social objective was falling behind and couldn’t work to correct it until it was too late.

Partnership Overview Dashboard Showing Impressions per Week

Another use case common with our customers is evaluating consumer value growth. For instance, if you have a partnership with a football team and this past November you did a military appreciation push with them, you may want to know how the event impacted in-venue sign ups of your services. Access to this type of insight allows for quick pivoting of what’s not working and continuing what is.

The Data Submission Portal in Evaluate ensures transparency between data providers and partners, which is key to making informed investment decisions. It also leads to timely reporting and true collaboration. Best of all, transparency fosters more successful partnerships because both sides have proof that they’re getting value from the relationship.

Consumer Value Growth Dashboard Showing Impact of Partnership on In-Venue Sign Ups

Interested in learning more about the Partnership Portal and how Evaluate can show you your whole partnership story? Request a 30-min demo here.

KORE is the global leader in engagement marketing solutions, serving more than 200 professional teams and 850+ sports and entertainment properties worldwide, providing practical tools and services to harness customer data, facilitate sponsorship sales and activation, and create actionable insights.

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