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Joined by Lokesh Ohri and Kenneth Marzin from Deloitte Digital this week in a piece that was taped at Adobe Summit.
They discuss how the United States Tennis Association (USTA) is leveraging Adobe Experience Manager and Adobe Analytics to promote, develop, and grow the game of tennis in the United States. Experience Manager consolidates 18 subsites into one main site, allowing content authors across 17 USTA sections to access and publish their content on one common platform, leveraging personalization to serve localized content to tennis enthusiasts. The USTA has also used Experience Manager to launch Net Generation to connect youth with tennis providers to drive more kids to play tennis and engage with the game.
Like other sports, tennis faces many challenges, but it doesn’t appear it’s digital strategy is one of them.
Lokesh leads Deloitte’s Advertising, Marketing, and Commerce offering in the Retail Consulting practice. The USTA is looking to streamline their web presence, but still being the “eco-system” of tennis that tennis players, coaches and enthusiasts expect.
There was an entire breakout session on this at Adobe Summit, but I had the opportunity to talk with Ohri and Marzin more in-depth. It’s #Matchpoint when it comes to tennis and digital and they are trying to serve up an ace!
