In late 2017, Cricket Australia engaged Digital Balance to manage and deliver their rollout of Audience Manager. This was a new technology to Cricket Australia and required Digital Balance to act as project manager between Adobe and various teams within Cricket Australia (across marketing, data, IT and analytics).
Cricket Australia wanted to leverage their existing customer data through the Adobe marketplace and required Adobe Audience Manager to be rolled out across 20 separate domains owned by Cricket Australia.
They were keen to associate some commercial value to their wealth of online data via Audience Manager. The challenge was to ensure that Audience Manager and its associated audience setup put them in the best possible position to start to have conversations with their partners.