Queensland Rugby League selects Agilitek Fan Data Platform

Background

Queensland Rugby League is the governing body for rugby league in Queensland Australia. As a governing body, it oversees programs and competitions – from grassroots participation to the elite game. With a vast geographic footprint and diverse stakeholder groups, there is a strong need for data governance, advanced analytics, and ultimately a robust "360-degree view" of individuals within its ecosystem, including fans, participants, members, coaches and volunteers.

Having already established a solid data foundation with leading tools like Databricks and Azure, QRL were seeking a scalable and complementary solution that would enable robust identity resolution, audience segmentation, and data activation. Agilitek Fan Data Platform met those needs and was selected as the platform to enhance QRL’s data-driven engagement – helping to better understand, connect with, and nurture its diverse audience.

Approach

Identity Resolution:

• By feeding dozens of data sources into the Agilitek Identity Resolution graph, QRL can now match fans across different systems, in near-time, and continue to expand and enrich the customer profile by adding more data feeds over time. Unlike alternatives that charge opaque and ever-increasing costs as data scales, FDP’s unlimited scale and predictable cost model create an incentive to add as much data as possible, and build a truly comprehensive fan profile.

Audience Segmentation:

• The segmentation within Fan Data Platform allows users to explore the entire breadth of data, all powered by the identity resolution graph. Complex audiences can be constructed from behavioral data in different platforms. This not only supports ad-hoc segmentation, but also allows QRL to create repeatable standards to ensure proper inclusion criteria (ie: ticket purchases, email engagement, merchandise, etc), and exclusion criteria (ie: consent/preferences, team affiliation, membership status, etc).

Data Activation:

• Salesforce Marketing Cloud is QRL’s primary communication platform. Agilitek’s seamless integration allows for real-time personalisation, dynamic content delivery, and automated list management, eliminating manual processes and streamlining campaign execution. This integration allows QRL to activate fan insights at scale, ensuring tailored experiences that drive deeper engagement.

Result

"In Agilitek, we’ve found a partner that understands our vision, our data landscape, and our ambition to build stronger connections with our audience. Their technical expertise, platform capabilities, and commitment to a hands-on, collaborative approach made them the standout choice for us. The ability to customise a solution that integrates seamlessly with our existing tech stack while enhancing our team’s efficiency was a key factor in our decision.”, says Hayley Smith, Senior Data and Insights Manager.

Agilitek is thrilled to be partnering with QRL. To learn more about the specific details of this unique solution, or to learn more about the Fan Data Platform, book a demo here.