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GETTING THE DATA BLUES
AN EXPERIMENT WITH LOCATION-POWERED

ANALYSIS & EXPERIENCES AT THE CARDIFF
BLUES

Lots of fans but not
enough paying
customers.
Not knowing fans /
customer for the things
that matter.
CARDIFF BLUES CHALLE...
SPORTS TEAMS APP-VANTAGE
FANS…
87% OWN A SMARTPHONE
75% USE IT AT THE STADIUM
72% WOULD USE APP AT NEXT GAME
SOURCE: BTD G...
• Partner with team to develop real life project using Location-based
Mobile platform.
• Utilise Gcell long life iBeacon h...
DEPLOY GCELL BEACONS
HOW IT WORKS
MOBILE INTEGRATION IN 30MINS
INSTALL SDK IN APP – iOS and Android
CREATE & MANAGE CAMPAI...
Sub System Stadium and App Campaign Management Analytics & Insight
 
 
Key Function Customer Infrastructure and Tools Camp...
• OS Type
• User
• Device Id
• Device Type
• Session Use, session length
• Number of users
• Language
• Location (country ...
• Macro-location (GPS).
• Micro-location at stadium (iBeacon).
• Analysing user data to segment & target.
• Understanding ...
Time of arrival & departure into city
/ stadium.
Areas fans gather before & after
games.
Heavily trafficked areas at the
s...
MATCH-DAY EXPERIENCES
SEAT
UPGRADES
ORDERING
REFRESHMENT
INDOOR PROXIMITY
& POSITIONING
QUEUE 

BUSTING
LOCATION 

BASED M...
NOT JUST NOTIFICATIONS
VOUCHERS &
COUPONS
MATCHDAY
TICKETS
MAN OF THE MATCH
VOTING
THE GAME SO FAR
• iBeacon infrastructure installed and tested.
• SDK integrated, Campaigns created and app launched.
• Pyt...
Cardiff wide mixed
Beacon infrastructure
– completed in next 2
months
WHAT NEXT?
• Campaigns to encourage more users.
• En...
www.ibeacon.solar/stadiums
What other analysis could we do
within the Arms Park?
 Experimenting with Location and Proximity Analysis Feb 2017 (David Pugh MeasureCamp Cardiff)
 Experimenting with Location and Proximity Analysis Feb 2017 (David Pugh MeasureCamp Cardiff)
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Experimenting with Location and Proximity Analysis Feb 2017 (David Pugh MeasureCamp Cardiff)

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Slides from the MeasureCamp Cardiff Feb 2017. A summary of work with integrating proximity into a sports stadium to help the Cardiff Blues understand and communicate with fans more effectively.

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Experimenting with Location and Proximity Analysis Feb 2017 (David Pugh MeasureCamp Cardiff)

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

  2. 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. 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. 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. 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. 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. 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. 8. • Macro-location (GPS). • Micro-location at stadium (iBeacon). • Analysing user data to segment & target. • Understanding attendance and loyalty. INSIGHTS PLATFORM
  9. 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)
  10. 10. 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
  11. 11. NOT JUST NOTIFICATIONS VOUCHERS & COUPONS MATCHDAY TICKETS MAN OF THE MATCH VOTING
  12. 12. 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.
  13. 13. 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
  14. 14. www.ibeacon.solar/stadiums What other analysis could we do within the Arms Park?

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