How the Seattle Seahawks Built a Unified Fan Identity Graph in 3 Minutes with Amperity

How do sports teams build a trusted view of every fan and turn customer signals into action? The Seattle Seahawks had millions of fan records spread across ticketing, merchandise, concessions, and marketing systems, making it difficult to understand fan behavior, recognize intent, and engage fans in the moments that mattered. In this Snowflake Summit 2026 session, Amperity Lead Solution Consultant Marcus Owens shows how the Seahawks transformed fragmented customer data into trusted customer context on Snowflake. Using AI-powered identity resolution and zero-copy data sharing, the Seahawks created a shared understanding of every fan that marketing, analytics, and business teams can act on in real time. Insight was never the problem. Turning customer signals into action was. Here's how the Seahawks closed that gap. What you'll learn: Why fragmented customer data prevents organizations from creating trusted customer context How Amperity works with Snowflake through zero-copy data sharing, with no data movement and no manual data cleansing How AI-powered identity resolution connects ticketing, merchandise, concessions, and marketing data into a unified fan profile How trusted customer context helps marketing, analytics, data science, and media teams make better decisions and deliver more relevant experiences How customer signals can be activated across channels to improve fan engagement, personalization, measurement, and revenue The measurable business outcomes the Seahawks achieved Results highlighted in this session: 222,000 buyers identified across ticketing, merchandise, and concessions 5,000 newly contactable fans uncovered from previously unreachable records 61.5% fan deduplication rate Daily identity updates replacing manual spreadsheet processes Questions this session answers: How do sports teams create a unified fan profile? What is customer context and why does it matter for fan engagement? What is identity resolution and how does it improve customer data quality? How does Amperity work with Snowflake without moving or copying data? How do you connect ticketing, merchandise, and concessions data into a single customer view? How can customer data improve personalization, analytics, and paid media performance? How do brands turn customer signals into action in real time? About the speaker Marcus Owens is a Lead Solution Consultant at Amperity, where he helps brands transform fragmented customer data into trusted customer context that powers better customer experiences and business outcomes. About Amperity Amperity is the Customer Data Cloud for the AI era. We help brands create trusted customer context by unifying customer data across systems, channels, and identities. Built for Snowflake, Databricks, and modern lakehouses, Amperity combines identity resolution, customer intelligence, and activation so teams and AI can act on customer signals in real time.