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return false;"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M389.2 48h70.6L305.6 224.2 487 464H345L233.7 318.6 106.5 464H35.8L200.7 275.5 26.8 48H172.4L272.9 180.9 389.2 48zM364.4 421.8h39.1L151.1 88h-42L364.4 421.8z"/></svg> </a></li></ul><div class="topnav-buttons"> <a href="#" data-toggle="modal" data-target="#lc-subscription" class="btn-desktop-only pulse-button v5 topnav-btn"> <span class="button-inner"> XP² Newsletter </span> </a> <a href="/newsletter/" class="pulse-button v5 topnav-btn btn-mobile-only"> <span class="button-inner"> XP² Newsletter </span> </a></div></div></div><div class="lc-progress-wrap"><div class="lc-scroll-progress"></div></div></header><article id="post-27446" class="et_pb_post post-27446 article type-article status-publish has-post-thumbnail hentry article-category-targeting-personalization article-industry-ecommerce article-tags-customer-experience-management article-tags-marketing-strategies article-function-merchandising-ecommerce article-function-marketing article-function-product-management article-type-thought-leadership"><div class="article-content"><div class="article-head-content-inner"><div class="article-breadcrumbs"> <a href="https://www.dynamicyield.com/articles/" title="Articles">Articles</a> <a href="https://www.dynamicyield.com/articles/category/targeting-personalization/ ">Targeting & Personalization</a></div><h1 class="article-title">A New York Sports Fan’s Desperate Plea for Personalization</h1><h2 class="article-excerpt">A born and bred New Yorker begs eCommerce companies to understand his ennui over the two Super Bowl teams and personalize their experience accordingly.</h2><div class="article-authors lc-flex"><div class="article-author-box lc-col lc-flex"><div class="article-author-image lc-col"><div class="entry_author_image"><img src="https://www.dynamicyield.com/wp-content/authors/shana-126.jpg" alt="Shana Pilewski" width="76" height="76" /></div></div><div class="article-author-title lc-col"><div class="article-author-name"> <a href="https://www.dynamicyield.com/blog/author/shana/" title="Posts by Shana Pilewski" rel="author">Shana Pilewski</a></div><div class="article-author-title-text"> Senior Director of Marketing, Dynamic Yield</div></div></div></div></div><div class="entry-content article-entry-content"><div class="article-entry-content-inner"><p>To put it mildly, this is a rough week to be a New Yorker. On Sunday, the First Order will take the field against the armies of Sauron when New England and Philadelphia meet in the Super Bowl.</p><p>To make matters worse, Dynamic Yield is a New York-based company that has been heavily infiltrated by Eagles and Patriots fans. Our VP of Channel showed up today in a retro Eagles hat and it is only a matter of time before our New England guy starts posting insufferable Tom Brady GOAT memes. There’s truly no escape.</p><p>Luckily, my favorite eCommerce websites understand that I’m hurting over here and have created experiences built around my favorite teams.</p><p>Not quite…..</p><p><a href="https://www.dynamicyield.com/wp-content/uploads/2018/01/Fanatics_hero-banner.jpg"><img fetchpriority="high" decoding="async" src="https://www.dynamicyield.com/wp-content/uploads/2018/01/Fanatics_hero-banner-1024x424.jpg" alt="Fanatics_hero banner" width="1024" height="424" class="alignnone size-large wp-image-27448" /></a></p><p>OK Fanatics really rubbed it in my face but maybe New York-based Modell’s might do something a bit more subtle.</p><p><a href="https://www.dynamicyield.com/wp-content/uploads/2018/01/Modells-image.jpg"><img decoding="async" src="https://www.dynamicyield.com/wp-content/uploads/2018/01/Modells-image.jpg" alt="Modell's image" width="961" height="448" class="alignnone size-full wp-image-27447" /></a></p><p>Hmmmm.. not so much. Let’s try Dick’s. I’ve bought several types of outdoor gear online so they’ll take a different tactic.</p><p><a href="https://www.dynamicyield.com/wp-content/uploads/2018/01/Dicks_SB-LII-image.jpg"><img decoding="async" src="https://www.dynamicyield.com/wp-content/uploads/2018/01/Dicks_SB-LII-image-1024x304.jpg" alt="Dicks_SB LII image" width="1024" height="304" class="alignnone size-large wp-image-27449" /></a></p><p>Womp. I understand that Super Bowl merchandise is the ultimate low-hanging fruit this week and probably the best content to show a truly unknown visitor. But there is no reason for me to be truly unknown. Before I so much as move my mouse on Modells, Dick’s or Fanatics, they know my location, traffic source and all kinds of other attributes about me collected by third-party services such as BlueKai. I’m letting myself be tracked specifically to receive a more relevant experience.</p><p>Furthermore, I shopped around at several sporting goods retailers, leaving enough digital breadcrumbs to get Hansel and Gretel halfway across the Black Forest. To try and purge the homepage hero banner of Pats-Eagles that is haunting my dreams, I frantically tried to leave signals that I’m a New Yorker.</p><p>I clicked on no less than 10 New York Jets jersey PDPS, made complicated by the fact that the 2017 Jets don’t have 10 players anyone has heard of. When that didn’t work, I tried a widget lower on the page pushing spring training gear. I added New York Yankees gear to my cart, longing for simpler times with the right-centerfield Bleacher Creatures. The Super Bowl gear continued to haunt me on the homepage and in an overlay.</p><p>I left the website in a somber mood to browse the day’s headlines. Almost immediately, I was presented with the opportunity to complement the Eagles gear I didn’t want with a nice Phillies watch that I sure as hell don’t want.</p><p><a href="https://www.dynamicyield.com/wp-content/uploads/2018/01/fanatics_retargeting.jpg"><img loading="lazy" decoding="async" src="https://www.dynamicyield.com/wp-content/uploads/2018/01/fanatics_retargeting.jpg" alt="fanatics_retargeting" width="960" height="245" class="alignnone size-full wp-image-27488" /></a></p><p>In fairness, the ad was dynamic and eventually showed Yankees and Jets gear but by then, I’d had my fill of brotherly love and was long out of the purchase funnel.</p><h2>Crafting Experiences That Put Fans First</h2><p>BILD Shop, the eCommerce arm of German media titan BILD, understands that the heated rivalries of the Bundesliga have been known to cause more than a few civil scuffles and spilled mugs, turning German fans against their countrymen. Just the sight of Borussia Dortmund’s iconic black and yellow stripes can trigger a palpable sickness in the gut of a Bayern supporter.</p><p>To craft a homepage designed for the superfan and continually optimize this valuable real estate, <a href="https://www.dynamicyield.com/case-studies/bild/">Bild A/B tested different creative variations</a> based on the fan segment a user belonged to. Bayern Munich fans were served different images and offers featuring Bayern gear, Dortmund fans were served various Dortmund promotions and so forth.</p><p>Here is their promotion that ran right after the last Patriots Super Bowl victory (sigh). New visitors that did not belong to a 3rd party segment audience segment received a banner with Patriots gear while those with a demonstrated affinity for a team saw content for their club. Additionally, as users browsed and showed a preference for a certain team or sport, the Super Bowl promo was replaced with more relevant content.</p><p><a href="https://www.dynamicyield.com/wp-content/uploads/2018/01/BILD_affinity.jpg"><img loading="lazy" decoding="async" src="https://www.dynamicyield.com/wp-content/uploads/2018/01/BILD_affinity-1024x377.jpg" alt="BILD_affinity" width="1024" height="377" class="alignnone size-large wp-image-27489" /></a></p><h2>It’s Not Just About the Game</h2><p>More than 100 million Americans tune into the Super Bowl each year, more than 6X the audience of a prime-time regular season game. Tens of millions of viewers tuning in for the Super Bowl haven’t watched a single game all year and have zero affinity for either of the teams playing. However, most eCommerce websites act as though 100% of their visitors have been miraculously transformed into diehard football fans.</p><p>Even for those with no love for either team, there is plenty to look forward to. The new <a href="https://www.youtube.com/watch?v=mt6ziMGMlKY">“Dilly-Dilly” Battle Pep Talk commercial</a> is true mastery of the 45-second spot and has a sublime cliffhanger that will be resolved during the big game. Danny Devito is pushing M & M’s. Justin Timberlake is back in NSYNC form.</p><p>Why not try to identify audiences who have no interest in the game and promote some of the other fanfare around the Super Bowl? Or, if you can identify my sad affinity for the New York Jets, display a variation the reminds us of the good old days of <a href="https://www.newyorkjets.com/video/top-super-bowl-moments-joe-namath-s-guarantee-18528329">Joe Namath’s guarantee.</a></p><p>Ultimately, New York sports will be just fine. Pitchers and catchers report in a couple of weeks and Aaron Judge and Giancarlo Stanton are more than ready to bash the city of Boston back to mediocrity.</p><p>Until then, go Eagles, I guess.</p><div class="article-separator"><svg width="54" height="26" viewBox="0 0 54 26" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M53.0088 25.6367C52.7884 21.9564 51.8025 18.3625 50.1141 15.0849C48.4256 11.8073 46.0718 8.9181 43.2031 6.60203L43.2031 25.6367L53.0088 25.6367Z" fill="black"/> <path d="M14.4395 3.59038C10.3237 5.69174 6.82743 8.83082 4.29638 12.6973C1.76533 16.5638 0.28711 21.0239 0.0078125 25.6367L14.4395 25.6367L14.4395 3.59038Z" fill="black"/> <path d="M17.6563 2.20809L17.6562 25.6367L39.9829 25.6367L39.9829 4.36701C39.9829 4.36701 30.7303 -2.31342 17.6563 2.20809Z" fill="black"/> </svg></div><div class="article-tags-block"> <strong>Tags:</strong> <a href="https://www.dynamicyield.com/tags/customer-experience-management/">Customer Experience Management</a><a href="https://www.dynamicyield.com/tags/marketing-strategies/">Marketing Strategies</a></div></div><div class="article-content-sidebar"><div class="article-content-sidebar-inner"><h4>Read next</h4><ul class="article-sidebar-nav"><li> <a href="https://www.dynamicyield.com/article/user-identification-for-personalization/">From Fragmentation to Connection: Mastering User Identification for Personalization</a><div class="article-sidebar-nav-author">Gina Walanga</div></li><li> <a href="https://www.dynamicyield.com/article/e-commerce-personalization-maturity-infographic-2025/">Infographic: The state of personalization maturity in e-commerce – 2025</a><div class="article-sidebar-nav-author">JR Moore</div></li><li> <a href="https://www.dynamicyield.com/article/how-to-drive-more-subscribers-to-your-mailing-list/">How to Drive More Subscribers to Your Mailing List</a><div class="article-sidebar-nav-author">Ravit Morales</div></li></ul></div></div></div></div></article></div></div><section class="lc-subscription-section"><div class="lc-subscription-form-block lc-subscription-inner"><h4 class="lc-subscription-title">Sign up for the XP² newsletter</h4><div class="lc-subscription-text">Join thousands of readers from Target, Citi, Spotify, Hulu, Google, Sephora, and other innovative brands who read our bi-weekly XP² newsletter, delivering educational content, research, and insights straight to your inbox</div><form class="mktoForm" data-formId="3876" data-formInstance="sub-inline"></form><div class="lc-privacy-wrapper"><div class="lc-privacy"> You may unsubscribe at any time. 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form[0].querySelector('input[type="hidden"][name="Employees__c"]').value = zoominfo_data.employeesrange;
form[0].querySelector('input[type="hidden"][name="Company_Revenue_Range__c"]').value = zoominfo_data.estimatedannualrevenue;
}
}
// Also, dispatch a dataLayer event on success
_form.onSuccess(function(values, follow_up_url) {
window.dataLayer = window.dataLayer || [];
if([3739, 4802, 5094, 5110, 4946, 5076, 5116, 5171, 5172, 5173].includes(_form.getId())) {
window.dataLayer.push({
'event': 'demo_request_complete',
'eventCallback': function() {
if(follow_up_url) {
window.location.href = follow_up_url;
}
}
});
return false;
} else if([3876].includes(_form.getId())) {
window.dataLayer.push({
'event': 'newsletter_signup_complete',
'eventCallback': function() {
if(follow_up_url) {
window.location.href = follow_up_url;
}
}
});
return false;
}
});
});
}</script> <script>if(typeof(jQuery) !== 'undefined') {
$ = jQuery.noConflict();
}
function getUrlParameter(sParam) {
var sPageURL = decodeURIComponent(window.location.search.substring(1)),
sURLVariables = sPageURL.split('&'),
sParameterName,
i;
for (i = 0; i < sURLVariables.length; i++) {
sParameterName = sURLVariables[i].split('=');
if (sParameterName[0] === sParam) {
return sParameterName[1] === undefined ? true : sParameterName[1];
}
}
}
$(window).load(function(){
var videoID = getUrlParameter('video');
if(videoID !== undefined){
if($('#wistia-' + videoID + '-1').length){
var videoName = $('#wistia-' + videoID + '-1').parents('.tab-pane');
videoName = videoName[0].id
}
if($('a[href="#' + videoName +'"]').length){
$('a[href="#' + videoName +'"]').each(function(){
$(this).click();
});
}
addScript('https://fast.wistia.com/embed/medias/'+ videoID +'.jsonp');
addScript('https://fast.wistia.com/assets/external/E-v1.js');
$('body').append('<span class="wistia_embed wistia_async_'+videoID+' popover=true popoverContent=link dy-wistia-popup" style="display:inline"></span>');
window._wq = window._wq || [];
_wq.push({ id: videoID, onReady: function(video) {
var video = Wistia.api(videoID);
video.popover.show(); // open the popover
video.play(); // play the video
setTimeout(function(){video.unmute();}, 500);
}});
}
});</script> <style>#adBanner {
background-color: transparent;
height: 0;
width: 1px;
}</style><div id="wrapfabtest"><div id="adBanner"></div></div></body></html>
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