World Surf League Digital Marketing Analytics Case Study

This case study details the World Surf League's (WSL) implementation of Google Analytics 360 and Google BigQuery to enhance their digital marketing effectiveness and understand fan behavior. WSL, a global sports organization headquartered in Santa Monica, California, focuses on delivering live surfing events and engaging fans through digital platforms. The study outlines how WSL consolidated various live events onto its streaming platform and sought better insights into viewership patterns. By utilizing Google Analytics 360, WSL gathered data from multiple customer touchpoints, which allowed them to identify superfans and optimize their marketing strategies. The integration with Google BigQuery enabled the analytics team to analyze data efficiently, leading to significant improvements in ad spend efficiency and viewer engagement. The case study highlights a 30% increase in live event viewership and a 50% reduction in cost per conversion, demonstrating the impact of advanced analytics on marketing performance. Additionally, the transition to Google Cloud services has allowed WSL to scale resources effectively, reducing off-season infrastructure costs by 70%.