SilverLine has launched a new proprietary data analytics dashboard – for running, cycling, triathlon and obstacle races. The dashboard aims to show event producers and their brand partners when and how their participants socialize, seek information and make purchases digitally on their path to the start line.
SilverLine’s new online dashboard shows event directors how and when their participants research, engage with and buy their sponsors’ products and services. Using this tool, ‘they can integrate sponsor messaging – like branded social media or e-newsletter content – to influence these purchases.’
SilverLine adds that it is offering the new dashboard to its more than 650 mass-participation event partners at no cost to deepen their engagement with participants who will predictively spend US$30 billion this year on their passions.
“Event participants socialize every step of the athlete journey on Facebook and Instagram,” said SilverLine co-founder and CEO Jayme Goldberg. “They’re the star character in a story – a challenging and rewarding experience built around training, traveling, gearing up and competing.
“Data analytics help event directors and their sponsors engage and serve them throughout their event experience. More than just capturing ‘moment in time’ characteristics, our analytics map changes to an event audience’s behaviours and purchases over time so that directors can show that their participants made real purchases, underscoring the sponsor’s ROI.”
She continued, “Event directors are under pressure to meet the evolving expectations of their sponsors, or risk being replaced by other options that better serve their engagement and ROI demands.
“There is a widening gap between the sponsorship deliverables event directors are accustomed to providing, and what brands need to validate a successful program today. It’s no longer sufficient to send sponsors photos of their expo booth, banners in the finish chute, or product samples on a table. They want the proof of influenced behaviour that only data analytics provide.”
Marc Goldman, Head of Sponsorship and Marketing for the Marine Corps Marathon, said “Audience insights help us find authentic connection points for our partners to support the runner experience and generate the most meaningful interactions for sponsors.
“We can more quickly align sponsor messaging to when the runners are most attuned to specific recommendations and new ideas.”
Jayme Goldberg at SilverLine added “Engaged sponsors who understand how a sponsorship investment propels their business, and delighted participants who have a fully-supported experience, are the two most vital components of a successful event. SilverLine’s data analytics dashboard helps event directors win both.”
SilverLine’s data analytics measure preferences and content consumption and predict purchasing behaviour for millions of active lifestyle athletes participating in more than 650 mass-participatory running, cycling, triathlon and obstacle race events.
The company generates first-party data leveraging website and social media data. This then is used to build psychographic and behavioural information about active lifestyle enthusiasts and their experiences. SilverLine then enriches these first-party profiles with up to 2,000 offline behavioural attributes. This helps to give partner events and brands an actionable profile of their customers’ content consumption and purchasing habits.
SilverLine adds that its data allows brands to predicatively influence purchasing decisions in core vertical categories such as footwear, apparel, gear and wearable technology. It also extends to non-endemic categories such as travel/hospitality, automotive, food and beverage, insurance and financial services.