April Seifert

About

I thrive at the intersection of strategy, insight, and action, helping professional sports organizations, brands, and communities unlock the power of fan psychology and behavior. As the founder of Sprocket, I lead a team that delivers cutting-edge market research, fan psychographics, and actionable strategies to drive engagement and growth. Currently, I’m focused on FanDNA, a groundbreaking approach to understanding the motivations, identities, and behaviors of sports fans. Whether it’s supporting teams to deepen loyalty, enhancing the fan experience, or guiding sponsorship strategies, I help organizations turn insights into impact. What sets me apart is my ability to make the complex simple. I’m passionate about crafting processes, frameworks, and stories that resonate—whether it’s through dynamic keynote speaking, high-impact workshops, or delivering insights that drive decision-making.

Experience

• President | Data Scientist · Sprocket CX2017-05-01 –

  Sprocket is a boutique customer insight and behavioral design firm. We provide the insight and strategy to help you make marketing, product, sales, and customer experience decisions with confidence.

• Co-Founder · Peak Mind: The Center for Psychological Strength2019-03-01 –
• Vice President of Data Analytics · HealthCare.com2014-09-01 – 2015-11-01

  My role at Healthcare.com involved two passions of mine: using data to make decisions and making complex information understandable and actionable. I designed and helped build the first-ever recommendation engine at HealthCare.com.

• Group Manager · Target2014-02-01 – 2014-09-01

  Led a team of benefits analysts managing complex data environments. Expanded data capability, tripled client groups, and implemented a SAS analytical data environment that significantly improved reporting accuracy and efficiency.

• Benefits Analyst Manager · Target2011-01-01 – 2013-12-01
• Lead Healthcare Analyst · Medica2008-02-01 – 2011-01-01

  Provided analytical support for complex, risk-sharing provider agreements. Proficient in SQL, SAS, and various statistical analysis techniques.

• Senior Market Research Analyst · The Thomson Corporation2007-07-01 – 2008-02-01

  Conceptualized research studies to inform strategic business decisions and advanced departmental methods by incorporating analytics.

• Ph.D. Student · University of Nebraska–Lincoln2002-01-01 – 2007-01-01

Education

• University of Nebraska-LincolnPh.D., Experimental Psychology
• University of Nebraska-LincolnM.A., Experimental Psychology
• North Dakota State UniversityM.S., Psychology

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