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David A. George
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NBA Top Shot / Dapper Labs

Personalizing NBA Top Shot messaging with collection data

I worked with Dapper Labs’ data engineering team to make NBA Top Shot user data usable in marketing automation for their NFTs, supporting personalized email for an audience of more than two million users.

Company
Dapper Labs
Project role
Technical Consultant
Timeline
September–December 2021
NBA Top Shot product screens

Product-engineering contribution

  • Data normalization and sync
  • Marketing automation and A/B testing
  • Onboarding and campaign messaging
  • Internal tooling

Technologies

  • Customer.io
  • HubSpot
  • Google Apps Script
  • Slack
  1. SourceUser data from internal systems
  2. Normalize and syncPrepare data for Customer.io and HubSpot
  3. ApplySupport personalized email and onboarding experiments

Connect data to the experience

I worked with data engineering to sync data between internal databases and marketing tools including Customer.io and HubSpot. I implemented data normalization so we could use that data for email personalization at scale.

Support onboarding and internal operations

I supported onboarding through messaging campaigns and built internal communication tools using the Slack API and Google Apps Script.

Target messages down to individual collectibles

Once the collection data was normalized, we could run numerous A/B tests and automate messages based on which packs users owned and which drops were coming up. We could even trigger messages based on individual NFT collectibles in a user’s collection.