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Module 4: Activating your Data

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Written by Bryce Roessner

This module shows you how to turn your fan data into action. You'll learn to build, save, and activate targeted fan segments, which are crucial for creating effective, personalized marketing campaigns that drive real results. By the end of this module, you'll be able to confidently build segments that help you achieve your campaign goals, whether that's selling tickets, boosting merchandise sales, or re-engaging fans.

Training Video

Activating your Data Training Video

Key Outcomes

Upon completing this module, you will be able to:

  • Build and Save Segments: Learn the step-by-step process of building unique fan segments from scratch, using templates, or customizing existing Plays. You will also learn the difference between static and dynamic segments and when to use each for your campaigns.

  • Set Campaign Goals: Understand how to set specific goals for each segment—like driving ticket sales, increasing email engagement, or boosting merchandise purchases—to track the effectiveness of your campaigns.

  • Organize Your Segments: Develop a clear, consistent strategy for naming, describing, and tagging your segments. This will help you easily find and analyze performance later in the Segment Analyzer.

  • Launch Your Campaigns: See how to select a tracking period and a control group to accurately measure campaign attribution. You'll also learn to push your segments directly to various marketing platforms, like email service providers or paid social channels, to reach your fans.​

📚 For additional support, check out the included resources

📓 Module 4 Tasks

Task 1: Build a Static Segment

  • Objective: Create a list of fans who have attended a specific past event and have not yet purchased tickets for a related event in the current season.

  • Steps:

    1. Log in to your StellarAlgo platform.

    2. Navigate to the segment builder.

    3. Using filters, create a segment of fans who attended a theme night or a specific game from last season.

    4. Add a second filter to exclude anyone who has already purchased for the same event this season.

    5. Save the segment as a Static Segment.

    6. Give it a clear name (e.g., "Win-back Segment - [Theme Night Name] - 2024").

Task 2: Build a Dynamic Segment

  • Objective: Create a segment that automatically updates to capture newly acquired fans who haven't yet made a purchase.

  • Steps:

    1. Return to the segment builder.

    2. Create a new segment using filters for "First Known Attendees" within a specific timeframe (e.g., "Last 30 days") and who have an "Avidity Score" of "Lite" or "Dormant."

    3. Save the segment as a Dynamic Segment.

    4. Give it a descriptive name (e.g., "New Fan Nurture - [Timeframe]").

Task 3: Plan Your Next Campaign

  • Objective: Think through the full activation process for one of the segments you created above.

  • Questions to answer:

    • Segment Name: What did you name your segment?

    • Goal: What is the primary goal of this segment (e.g., sell tickets, increase engagement, drive merchandise sales)?

    • Channel: What channel will you use to activate this segment (e.g., email, SMS, paid social)?

    • Description/Tags: What information would you include in the description and what tags would you use to ensure others in your organization could easily understand and find this segment?

    • Attribution: How will you measure the success of your campaign? Will you use a tracking period or a control group?

UP NEXT:

Module 5- Analyze Segment Performance: Deep dive into the Segment Analyzer

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