What is ‘MLS Fan Genome’?
The MLS Fan Genome is a comprehensive data catalog containing over 1,000 data fields across 4 major domains: Behavioral (fan preferences, online activity, games), Commerce (merchandise and ticket purchases), Demographic (basic demographics, psychographics, household info), and Identity (fan information and account details). This dataset combines first-party MLS data (emails, mobile app usage, ticket purchases, merchandise orders) with third-party demographic insights, enabling marketing teams to create highly targeted fan segments based on everything from club affinity and content consumption patterns, to lifestyle preferences and purchasing behaviors. The data supports sophisticated campaign personalization by tracking fan engagement across multiple touchpoints and timeframes, from daily app usage to lifetime ticket purchasing history
Why did Two Circles add ‘MLS Fan Genome’?
MLS is moving their fan data feeds to the MLS Fan Genome dataset. Eventually Fan Genome will replace any current MLS fan data feeds. Further comms regarding any deprecation will follow.
What customers are affected by this change?
All Two Circles DWA clients who are also MLS teams.
What’s included?
Ingestion Cadence
Data is processed daily starting at 9am EST, taking roughly 30-90 minutes depending on volume
New Schema Structure
Data is now available under a new schema:
mls_fan_genome_<club_identifier>
Monitoring Updates
Monitoring for this version is no longer available in the existing DWA Integration Status report via Tableau.
We are transitioning monitoring to a new technology stack to provide enhanced visibility, automation, and alerting capabilities.
In the interim:
Raw monitoring data will be made available directly in Redshift.
Release Notes for interim solution: Data Integrations - Release Notes - Monitoring - Interim Solution
A future release will reintroduce monitoring through the new platform once complete.
What is not affected or included?
Any previous feeds regarding MLS data
How does a customer enable this feature?
Current DWA customers with MLS league feeds are automatically included in the initial group of implementations.
Future MLS teams - email your client lead asking to implement the MLS Fan Genome integration.
Internal Release Notes:
https://koresoftware.atlassian.net/wiki/spaces/aip/pages/4852318209/Data+Integrations+Internal+Release+Notes+MLS+Fan+Genome