1. GETTING THE DATA BLUES
AN EXPERIMENT WITH LOCATION-POWERED
ANALYSIS & EXPERIENCES AT THE CARDIFF
BLUES

2. Lots of fans but not
enough paying
customers.
Not knowing fans /
customer for the things
that matter.
CARDIFF BLUES CHALLENGES
0
20000
40000
60000
80000
Stadium Twitter Facebook
75,000
65,000
6,500
Attendance
Capacity
12,500
TwitterFollowers
FacebookLikes

3. SPORTS TEAMS APP-VANTAGE
FANS…
87% OWN A SMARTPHONE
75% USE IT AT THE STADIUM
72% WOULD USE APP AT NEXT GAME
SOURCE: BTD GRAPPE AND A STUDY CODUCTED BY WASSERMANAND NAVIGATE – THE SOCIAL MEDIA SCOREBOARD
SPORTS TEAMS HAVE THE ADVANTAGE THAT FANS
“WANT” TO USE THEIR TEAM SPECIFIC APP

4. • Partner with team to develop real life project using Location-based
Mobile platform.
• Utilise Gcell long life iBeacon hardware.
• Develop a new communication channel with fans.
• Help encourage a better match day experience.
• Get to hang around the Arms Park and pretend I know all the players.
• Understand fan movements in and around the stadium and analyse app
usage.
• See if we can influence behaviour.
• Get to see home games for free….. and pretend I’m working.
THE IDEA BEHIND THE SKUNK PROJECT

5. DEPLOY GCELL BEACONS
HOW IT WORKS
MOBILE INTEGRATION IN 30MINS
INSTALL SDK IN APP – iOS and Android
CREATE & MANAGE CAMPAIGNS
DETERMINE KEY DATA POINTS (LOCN, PROXIMITY, USER DETAIL)
APP DETECTS GCELL BEACONS / GPS
REAL TIME ANALYTICS & ENGAGEMENT
CUSTOMERS & FANS RECEIVE PERSONALISED CONTENT
GAIN INSIGHTS OF APP USERS
INTERACT THROUGH API
AUTOMATED
CAMPAIGN SET UP &
MANAGEMENT
AUTOMATED
ANALYSIS POST MATCH
AEROSPIKE DATABASE
PROPRIETARY ALGORITHMS
MATCH DAY DATA AVAILABLE THROUGH
GCELL API

6. Sub System Stadium and App Campaign Management Analytics & Insight
Key Function Customer Infrastructure and Tools Campaign Management, Data Collection Tailored Data Analysis and Insight
Deliverables
• iBeacon installation & configuration
• Geofence design
• App integration
• Testing
• Assessment of customer needs
• Configuration of project
• Automated update of campaigns
• Management of bespoke push and proximity
campaigns
• Query Set up
• Automated top level data reports – match ,
interim and season
• Bespoke analysis and insight
• Predictive analysis
• Review and generation of segments for
campaigns
Key Value
Proposition Turn key infrastructure setup & app support
Set up and management of campaign and key data
selection
Customer focussed analysis and insight of data,
feedback into the previous sub systems to improve
system.
Key
Technologies
GeoFence, long life iBeacon
SDK for iOS (Swift, ObjectiveC) and Android
MOCA Proximity Platform (Aerospike)
HTML5, CSS. Python Python, Flask, Pandas, matlibplot, R, D3.js

7. • OS Type
• User
• Device Id
• Device Type
• Session Use, session length
• Number of users
• Language
• Location (country through to
street level)
• Campaign specific data
(number of reached users,
number of opens, location
of open)
• Campaigns can also trigger
custom actions on the
mobile device
• User Location every 15 min
• ‘Tag’ data – custom data
WHAT DATA DO WE GET?

8. • Macro-location (GPS).
• Micro-location at stadium (iBeacon).
• Analysing user data to segment & target.
• Understanding attendance and loyalty.
INSIGHTS PLATFORM

9. Time of arrival & departure into city
/ stadium.
Areas fans gather before & after
games.
Heavily trafficked areas at the
stadium.
MATCH DAY MOVEMENTS
(aka knowing WPPI)

11. MATCH-DAY EXPERIENCES
SEAT
UPGRADES
ORDERING
REFRESHMENT
INDOOR PROXIMITY
& POSITIONING
QUEUE
BUSTING
LOCATION
BASED MESSAGING
DIGITAL & SOCIAL
EXPERIENCES
USE THE DATA WE
COLLECT TO MAKE
THESE PERSONAL

12. NOT JUST NOTIFICATIONS
VOUCHERS &
COUPONS
MATCHDAY
TICKETS
MAN OF THE MATCH
VOTING

13. THE GAME SO FAR
• iBeacon infrastructure installed and tested.
• SDK integrated, Campaigns created and app launched.
• Python based interface to Moca API that automates campaigns and data
extraction for home games.
• Baseline data collected on home games – no engagement just data
collection.
• Provided insight into how crowd react to announcements, e,g, sharing
pictures at half time and Player of the Game voting.
• Gradually increasing the number and type of engagement – seeing app usage
change as a result.
• Starting to develop target segments – e.g, frequent attendees to the family
stand.

14. Cardiff wide mixed
Beacon infrastructure
– completed in next 2
months
WHAT NEXT?
• Campaigns to encourage more users.
• Enhancements to app and more custom
functions and data collection.
• Discussions with Blues marketing to start
running specific campaigns and collect more
business specific data.
• More fan feedback – workshops with
Supporters club, CF10 CR Trust, tie in with
other surveys and work.
• Focus on one area and push to see
improvement, e.g., family specific
campaigns or merchandising focus leading to
sales.
• Tie in with other Blues business data.
• Extension of the beacon network & tie into
other projects.
• ???????????????
https://drive.google.com/open?id=1LwI-
OyiG8ZCaMDpAuoT1COh0QTI&usp=sharing
Excuse to walk
round Cardiff
at night with a
ladder

15. www.ibeacon.solar/stadiums
What other analysis could we do
within the Arms Park?