The challenge
Ticket data identified only the buyer, no matter how many tickets were bought. Accompanying guests stayed unknown.
Buyer data came mainly through Ticketmaster, not other sales channels.
The team could not see how fans moved through the arena or which areas they used.
The solution
1. Guest WiFi: Capture every fan who connects
Adentro deployed a branded captive portal for guest WiFi across PPG Paints Arena. Fans registered with a simple sign-up to get online.
That captured first-party data from attendees whether or not they bought the tickets.
2. Customer Data: Build profiles beyond Ticketmaster
Each WiFi registration became a fan profile with contact information and basic demographic data, filling the gap left by purchaser-only ticket data.
3. Foot Traffic Analytics: Map ten zones of the arena
Adentro launched a ten-zone footprint across the arena. The Penguins could see which fans entered which areas, such as the BetMGM betting area versus the Casamigos Lounge, and how long they stayed in each zone.
4. Audience Segmentation: Build audiences by zone
Zone and dwell data let the Penguins build audiences by where fans spent time. The team could target offers to relevant zones: gambling, concessions, and season ticket holders.
The results measure CRM growth and visibility, not demonstrated offer revenue.
The results
- 75% CRM database growth, from the branded captive portal
- 1/3+ arena WiFi use, during events like hockey games and March Madness
- 10 arena zones tracked, for access and dwell time