iGoDirect Group was a key player in Visa’s strategy for the FIFA Women’s World Cup Australia & New Zealand 2023™. This case study examines the development of a comprehensive Power BI dashboard that enabled Visa to monitor and optimise their commemorative prepaid card program, which aimed to enhance the fan experience at the event.
BACKGROUND
Through iGoDirect’s True Rewards digital gifting platform, Visa launched unique physical and digital prepaid cards, making them readily available to football fans across Australia and New Zealand.
Innovative Product Launch: The highlight of the collaboration was Visa’s introduction of the first-ever commemorative digital prepaid card in Australia, a feature made available at Stadium Australia matches. Fans with an eligible Australian phone number could purchase a Visa digital prepaid card adorned with artwork representing the match they were attending. This artwork dynamically updated to include the final match score, creating a memorable and collectible piece of sports history.
Fan Engagement Through Technology: Furthering fan engagement, Visa offered match day non-fungible tokens (NFTs) for eligible fans, adding an element of digital collectibility that commemorated their in-stadium experience. These limited-edition NFTs represented a novel intersection of sports, memorabilia, and blockchain technology.
SOLUTION
To support these innovative initiatives, iGoDirect developed a custom Power BI dashboard tailored to track the sales and activation of these commemorative cards. The dashboard provided:
- Sales by Location and Match: This view provided a breakdown of sales figures, allowing for the analysis of consumer demand across different matches and stadium locations.
- Detail on Location and Tills: A granular look at each selling point helped identify high-traffic areas and optimize staff placements and till operations.
- Sales by Product: Insight into which products were selling best informed stock levels and marketing focus.
- Sale Time Analysis: Analysis of peak and low periods of activity ensured that sales staff could be effectively allocated to meet customer demand.
- Sales by Stadium: By examining sales data on a per-stadium basis, Visa could tailor their approach to each unique venue.
- Visual Analytics: Heat maps and line charts provided intuitive and accessible data interpretations, making it easier for non-technical stakeholders to grasp complex patterns and trends.
Our Role: iGoDirect’s experience in prepaid cards and promotional strategies informed the creation of the dashboard, which was vital in managing the complex logistics of the commemorative card program. This included:
- Ensuring the dashboard could adapt to the unique aspects of the commemorative cards and NFTs.
- Providing intuitive views that allowed Visa staff to respond to dynamic sales conditions.
- Offering insights into consumer purchasing preferences for both physical and digital products.
RESULTS
The Power BI dashboard was pivotal in the successful execution of Visa’s prepaid card strategy during the World Cup. It allowed Visa to:
- Deploy staff more efficiently and effectively.
- Understand consumer behavior and preferences in near real time.
- Enhance the overall fan experience through technology and innovation.
CONCLUSION
The partnership between iGoDirect and Visa for the FIFA Women’s World Cup 2023™ sets a benchmark for how data analytics and customer-centric product offerings can revolutionise event experiences. iGoDirect’s Power BI solution provided the backbone for near real-time insights, driving strategic decision-making and ensuring that the event’s prepaid card program was not only a success but also a memorable part of the audiences’ journey. This synergy of data intelligence and innovative product offerings showcased the transformative power of technology in enhancing global sporting events.