We are excited to feature Benjamin Darde, Digital Engagement Director with extensive experience in sports marketing (NBA, Decathlon, IRONMAN), in our Speaker Interview series. Benjamin will be sharing his expertise on Data Analytics & Personalisation in an upcoming panel discussion at the Global Virtual MarTech Summit on 19 February 2025. With a strong background in digital marketing and fan engagement, he will offer valuable insights into creating data-driven, personalised marketing strategies.
About NBA
The National Basketball Association (NBA) is one of the world’s premier professional sports leagues, known for its innovative approach to fan engagement and digital transformation. The league has consistently led the sports industry in digital innovation, fan experience, and global market expansion.
Quick Q&A with Benjamin
Could you please give us a quick introduction of yourself?
My name is Benjamin Darde, a Marketing and Digital Director. I specialise in sports and have 10 years of experience in that industry. I have overseen the digital strategy of the NBA in Asia for the past 5 years and recently relocated to France. I’m passionate about digital innovation and data insights to drive fan engagement and business growth.
Why did you choose to participate in this summit?
I join this summit to exchange ideas with peers and explore cutting-edge MarTech trends. Having witnessed the impact of technology on fan engagement in the sports industry in Asia, I’m eager to learn how other European marketing leaders create meaningful connections with their audiences.
What is the one MarTech decision you made in 2024 that you’re most proud of?
I successfully implemented comprehensive 360 digital analytics. This allowed us to tailor fan experiences, from targeted promotions to personalised content, resulting in higher engagement and revenue. It highlighted how the right technology can transform fan relationships and drive measurable impact.
In your experience with the NBA, how did data analytics influence fan engagement strategies?
Data analytics helped us understand fan preferences and behaviours, enabling hyper-personalised strategies. Fan segmentation by interest allows the delivery of tailored campaigns, like merchandise offers or exclusive digital content. Real-time analytics also allowed dynamic in-game promotions, enhancing fan experiences and boosting loyalty.
What emerging trends in data analytics are you most excited about, and how do you see them shaping the future of personalised marketing?
AI-driven analytics excites me the most. I see predictive data as a game-changer, and AI has a huge role to play in that space. Coupled with a focus on ethical data use, these trends will redefine how brands build trust and loyalty through personalised experiences.
A huge thank you to Benjamin Darde for sharing his valuable insights! His experience with the NBA demonstrates how data analytics and digital innovation can transform audience engagement and drive business success. Don’t miss his session at the Global Virtual MarTech Summit on 19 February 2025 for deeper insights into harnessing data analytics for personalised marketing strategies!
Join Us Now!
We are looking forward to meeting you Virtually on 19 February 2025!
➡ Get tickets now! https://themartechsummit.com/global-virtual-summit-february#registration
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Last updated: January 2025
