Recognizing that traditional research attracts their existing core fans, the PGA Tour is exploring AI-synthesized panels. This technology allows them to model and query the preferences of younger, more diverse audiences they aim to attract, providing strategic growth insights without needing to recruit them directly first.

Adobe's sports sponsorships serve as a public case study for their technology. They demonstrate how to manage a global fan experience across myriad digital and physical touchpoints, showcasing a complex customer journey that is relevant and instructive for any large enterprise.

Tushy's out-of-home truck campaign isn't a 'spray and pray' tactic. The trucks use GPS and geofencing to ping nearby mobile device IDs. These IDs are then matched to home IP addresses to track subsequent website visits, providing directional data on the campaign's effectiveness and demystifying OOH measurement.

For events held once a year per city, waiting for post-event surveys means a full-year delay in improvements. The PGA Tour uses a closed-loop system with QR codes and app feedback to capture and act on operational issues in real-time, preventing fan churn before they leave the course.

To drive sell-through for a new CPG product in retail, run hyper-local video ads featuring the founders telling their story. Directly address shoppers in a small (e.g., 5-mile) radius of each specific store, calling out the city by name. This personal, targeted approach creates an emotional connection and drives immediate foot traffic.

Capitalize on heightened local excitement by tailoring marketing messages and content specifically to the geographic areas of the teams playing in the Super Bowl. Viewership and engagement are exceptionally high in these markets, making geo-targeted campaigns highly effective.

The PGA Tour measures engagement holistically, moving beyond simple satisfaction scores. Their index combines sentiment (NPS, CSAT), actual behavior (media consumption, digital visits, course play), and trend analysis to understand if initiatives are actively changing fan habits and deepening their connection to the brand.

The "Voice of the Gallery" program centralizes data collection with a single, standardized survey used at every tournament. This provides consistent benchmarks and allows for daily, actionable insights to be delivered to individual event teams, rather than waiting for a yearly post-event report.

To promote local events, Contentful used a simple personalization tactic: geo-tagging the small eyebrow header at the top of its homepage. For visitors in key cities, the header displayed a targeted event invitation. This low-effort change resulted in a 51% increase in event RSVPs.