News

Written by Mila D'Antonio; Featured on 1to1media.com

Tennis is the fastest-growing sport in the United States, according to the Sporting Goods Manufacturing Association, with a 43 percent increase in participation from 2000 to 2008.

The United States Tennis Association (USTA), a nonprofit organization that promotes and develops the growth of tennis, can attest to the increasing interest in the sport and is investing in communications strategies to reach out to its growing member base of  more than 700,000.

In developing the sport's growth in local communities and on a professional level, the USTA relies on an automated membership renewal model to effectively determine how and when to target members for renewal.

Quaero, a CSG company, hosts the USTA's membership database and applies predictive analytics and modeling that USTA uses to segment its customer base. Unica provides the campaign management software, which allows the organization to create and target its communications based on such information as zip radius, geographic region, age, gender, and play level.

"We're able to look at membership play data and [see] who are the most loyal customers," says Barrie Markowitz, managing director, membership at the USTA. "We can serve up more program information to them now."

To read the article in its entirety, visit 1to1media.com