Farrago Machine Learning improves Hurricanes fan relationships

Intela AI helped Wellington’s Super Rugby powerhouse the Hurricanes benefit from the power of machine learning, using its Farrago data cleansing tool on the valuable member and ticketing database.

Intela’s Farrago tool converted multiple spreadsheets containing member purchase history into a clean standardised format, enabling local data driven marketing agency Aro Digital to implement powerful marketing automation. By accurately reporting past ticket purchases, Aro could personalise promotions and boost Hurricane tickets sales before home games.

Tim Dorrian, Aro Digital co-founder commented that “Intela’s Farrago tool has been a massive value-add to the marketing automation project we’re working on. The data that’s been outputted has been cleaned, with a variety of formatting issues solved. If you’ve got data errors or formatting issues at a database scale, you need to chat to Asa and the Intela team.”

Its all about fan experience

Whilst machine learning and AI is often associated with killer robots and facial recognition mistakes, it can also be incredibly powerful in high utility functions like data cleansing. Having accurate data on customers is vital for effective marketing communications and helps to ensure that the right messages are sent to the right people, the essence of good marketing practice. As customers and fans, we want to receive promotions that reflect our previous history with an organisation; we want to feel like we are being treated as a valued customer and not just a number. Machine learning can help this mass personalisation of customer data and its integration with automation tools.

Hurricanes Jimmy Fastier (Marketing Manager) explained that “Utilising the data science skills of Intela has meant that we can significantly improve our email marketing and the experience of Hurricanes fans as a result.”



Intela AI – CEO, Asa Cox

Aro Digital – Co-founder, Tim Dorrian