Fan loyalty is everything in the sports business. So when Major League Soccer (MLS), the top flight pro soccer league in the US and Canada, wanted to deepen customer engagement, it started by getting a better understanding of its fans.  MLS wanted to reach out to fans with personalized information that matched their geolocation, club affinity and more. The idea was to be more engaging than simply sending out traditional static emails, and the key was in the data. ....

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