Marketing Personalization · Real-time Analytics
The Mariners wanted to grow fan engagement and ticket sales, but their marketing still relied on six broad segments, annual survey responses from about 50,000 fans, and disconnected CRM, ticketing, and engagement systems that teams could not easily use for daily decisions.
Reported impact
The platform gives the Mariners a unified 1.15 million-fan view, expands targeting from six segments to 49 microsegments, reduces campaign analysis work from days or weeks to minutes, and is expected to drive 10%+ year-over-year ticket sales growth while making outreach more personal and relevant.
PwC and the Seattle Mariners built Mariners Intelligence, an AI platform on Microsoft Azure that consolidates data from CRM, ticketing, and fan-engagement systems into a unified view of 1.15 million fans. PwC used Claude Code and Azure during delivery, then deployed three machine-learning models that score fan demographics, prior engagement, and propensity to engage so the club could replace six broad segments with 49 microsegments. Anthropic-powered agents sit on top of that data and model layer in an agentic harness with end-user interfaces for marketers and revenue teams. The system analyzes game context, identifies which fans are most likely to attend a specific game, and generates ready-to-review campaign recommendations and draft outreach for email, text, or other preferred channels. Human teams stay in the loop through decision traces and daily operational review.
Fan data from CRM, ticketing, and engagement systems is piped into Microsoft Azure and unified into Mariners Intelligence's 1.15 million-record fan view. Three machine-learning models score demographics, past behavior, and propensity to engage; Anthropic-powered agents then interpret those signals, generate campaign recommendations and draft copy, and send outputs to marketing and revenue teams for human review and execution across email, text, and other channels.
It's built with and powered by Anthropic, deployed on Microsoft Azure, and capable of orchestrating AI agents that analyze models and generate campaign recommendations that are ready to execute.
That allowed us to move from six broad segments to 49 actionable microsegments-a game-changer for precision targeting.
Together with PwC, they built Mariners Intelligence-an AI-powered platform that brings more than a million fans into focus, and is designed to turn data into daily, game-by-game decisions.
We expect this to fuel at least 10% growth in our ticket sales year over year.
We used Claude Code and Azure to unify 1.15 million fan records and develop three machine-learning models based on fan demographics, past engagement behavior, and their propensity to engage.
What would've taken our marketing team days or weeks to assemble, Mariners Intelligence is designed to deliver within minutes.
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Scoring methodology
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Traceability
Field coverage shows which facts each source supports. Dates are shown only when documented by the source.
The profile lists “Total employees” as 1080 and says the team is “based in Seattle, Washington.”
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