MYBLACKCAPS

New Zealand Cricket / Speakdata INDUSTRY GOLD - TRAVEL & LEISURE // CHANNEL GOLD - BEST LOYALTY PROGRAMME // CHANNEL GOLD - EMAIL MARKETING // CRAFT GOLD - EXCELLENCE IN DATA STRATEGY // CRAFT GOLD - EXCELLENCE IN STRATEGY // NEXUS BRONZE - CRM & DATA MANAGEMENT // NEXUS BRONZE - STRATEGIC VISION

MYBLACKCAPS is the new online members’ hub for cricket in NZ, offering discounted tickets, exclusive content and sponsored offers. Using profile, purchase and behavioural data, members are offered a personalised digital experience that brings fan engagement to a new level. For the 2015/16 season, NZC bet big on the power of its database by staging its biggest ever summer of cricket. The results speak for themselves: members who highly engaged in MYBLACKCAPS spent up to seven times more on tickets than non-members. Sales reached a new high by beating the revenue target by 14 percent, with members accounting for 77 percent of total revenue.