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Building integrated experiences for sports fans

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THE KEY QUESTIONS FACING SPORTING ORGANISATIONS …

THE KEY QUESTIONS FACING SPORTING ORGANISATIONS
“How do we grow and understand our audience globally?”
“How do we commercialise the digital experience?”
“How do we integrate our data and technology infrastructure?”
“How do we integrate our data and technology infrastructure?”

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  • 1. THE INTEGRATED FAN EXPERIENCE TOBY GOLDBLATT – DIRECTOR OF DIGITAL & STRATEGY
  • 2. THE KEY QUESTIONS FACING SPORTING ORGANISATIONS “How do we grow and understand our audience globally?” “How do we personalise the fan experience across all touchpoints?” “How do we commercialise the digital experience?” “How do we integrate our data and technology infrastructure?”
  • 3. 1 BACKGROUND & CONTEXT
  • 4. FANS ARE CHANGING… Engaging when & where Fans demand PERSONALISATION AND DATA SECURITY ARE PARAMOUNT. ALL NEW DIGITAL DEVELOPMENTS NEED TO BE MULTI-DEVICE. 15MINS OF EACH ‘DIGITAL HOUR’ IS SPENT ON SOCIAL. PURCHASE PATTERNS ARE CHANGING…NOT ALL DIGITAL. SOCIAL SIGN-IN KEY TO LEVERAGING SOCIAL FANS.
  • 5. PROVIDING AN INCREASING VOLUME OF DATA… ACROSS AN EVER INCREASING NUMBER OF TOUCHPOINTS, PLATFORMS AND DEVICES.
  • 6. BRANDS CAN NOW IDENTIFY FANS… DRIVING CONSUMERS FROM ‘anonymous’ to ‘known’ to increase engagement & VALUE.
  • 7. LEADING BRANDS LEVERAGE VALUE FROM DATA… Successful brands are maximising the value of their data asset through integration and Insight.
  • 8. 2 INTRODUCING CACI
  • 9. ABOUT CACI The UK’s leading marketing services provider. European division is part of a $3.8bn turnover global organisation with over 15,000 colleagues Founded in 1975 in the UK; now an £87m turnover business with 800 colleagues working with clients in countries throughout EMEA, APAC and NA Offices throughout the UK including Birmingham and London Working in both private & public sectors and with organisations in key industry sectors Our motto…“we always do the right thing and we never give in”…we’ve built our reputation on this
  • 10. DELIVERING AN INTEGRATED CUSTOMER EXPERIENCE – WITH DATA, DIGITAL & SOCIAL AT IT’S HEART
  • 11. TECHNOLOGY INDEPENDENT… Proven ability to create and deliver the vision. Technology independent approach Partnerships with major vendors Building proven solutions Completing the picture to maximise consumer data value
  • 12. HOW DO WE CREATE THE INTEGRATED FAN EXPERIENCE?
  • 13. 3 START SMALL, THINK BIG
  • 14. WHERE TO START? 5 TOP TIPS TO STARTING SMALL, BUT THINKING BIG Understand the big commercial value drivers and focusing on those areas first Ensure that a true global view is undertaken, rather than a UK led view Focus on mobile first, across all markets If necessary, focus on one particular customer problem that can deliver immediate value Taking a long term view on technology roadmap and architecture
  • 15. WHERE TO START? 5 TOP TIPS TO STARTING SMALL, BUT THINKING BIG

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