CRM & data strategies to understand and engage
with your fans, participants and customers
Alison Dalrymple & Matt Swindell...
• Established 12 years ago
• Experience of working with over 100 sports clubs,
venues, organisations and NGBs
• Consultanc...
Understanding UK Sports Fans
Gender
Income
57% 43%
Less than £30k More than £30k
41% 59%
Age
13%
20%
21%
19%
27%
18-24
25-...
QUESTION
How important is
data to your
organisation?
Addresses N=
Forwarding domestic address
available inc. Royal Mail NCOA 15,233
No forwarding address suppressions 16,662
D...
Figure 3 Age Append (based on 120,718 records)
Figure 4 Number of children in the household
(based on 21,121 records)
Age
...
Figure 5 Wealth band tags available
(based on 317 records)
Wealth tagging records
Individual 0.3%
N=317
Constituent flags
...
Capture, Engage, Inspire
date of birth
Rugby World Cup 2015
• 96% of database's country of
residence can be identified
• 98% of UK contacts can be
...
Website Capture Form
•Simple sign up and opt-in process
•Prime position on MUFC.com splash
screen
•Capture data in return ...
DIGITAL ENGAGEMENT
Increase open rates
 Improved design
 Improved content
 Improved social media
links
 Strong calls to action
Open Rates...
Over 50% of emails we
send to fans of our clients
are opened on mobile or
tablets
If a website takes more than 5 seconds to load on mobile
you will lose 74% of your audience
Website Optimisation
Client Case Study
 15 distinct segments based
on purchase history,
preferences, email activity
 Highly targeted, personalised
e-communicat...
Social fans following sports
66%
41%
39%
11%
1 in 4 fans consume sports
via social networking
platforms
55% of these are a...
Social content & engagement
Case Study - Research to Revenue
Data Driven Insight
Benefits of insight and analysis
 Target different segments of supporters with personalised, relevant and
targeted commun...
HOPE TO SEE YOU THERE!
CRM and data strategies to engage your fans and participants
CRM and data strategies to engage your fans and participants
CRM and data strategies to engage your fans and participants
CRM and data strategies to engage your fans and participants
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CRM and data strategies to engage your fans and participants

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Alison Dalrymple from Goodform discuss how sports can improve their insight via data and CRM strategies.

Presented at the Sport and Recreation Alliance's Sports Summit 2014.

Published in: Sports, Business, Technology
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CRM and data strategies to engage your fans and participants

  1. 1. CRM & data strategies to understand and engage with your fans, participants and customers Alison Dalrymple & Matt Swindells Goodform 5th June 2014
  2. 2. • Established 12 years ago • Experience of working with over 100 sports clubs, venues, organisations and NGBs • Consultancy, strategy and delivery of research, data, digital and CRM • Exceptional relationships in the sports industry • Host the annual Sports CRM Summit THE LEADING SPORTS CRM AGENCY Innovative ● Sports-Mad ● Customer Focused ● Vibrant ● Specialist ● Quality Who are we?
  3. 3. Understanding UK Sports Fans Gender Income 57% 43% Less than £30k More than £30k 41% 59% Age 13% 20% 21% 19% 27% 18-24 25-34 35-44 45-54 55+ 27% of sports fans are over the age of 55 From “Know The Fan” Report May 2014
  4. 4. QUESTION How important is data to your organisation?
  5. 5. Addresses N= Forwarding domestic address available inc. Royal Mail NCOA 15,233 No forwarding address suppressions 16,662 Deceased Suppressions 1,076 ROI mailing a pack costing 0.70p sent four times a year Wastage per year of £47,789 Phone numbers available 5,740 consumer numbers 439 business numbers Emails available 58,977 validated 13,830 to be appended Consumer gone aways & contact details It is essential that address details and suppressions are managed and updated to enhance the commercial viability of the database. The audit process has found a number of ways to enhance the data by removing goneaways which will improve 12% of the records, additional contact details can be sourced for over 14% of the records. Table 1 Address updates available
  6. 6. Figure 3 Age Append (based on 120,718 records) Figure 4 Number of children in the household (based on 21,121 records) Age Age ranges available for 47% of records Children Number of children in household available for 67% of records A more accurate level of segmentation can be achieved by considering lifestyle indicators such as age and children within a household. Ages can be appended to more than half of the records. The majority of records that can be appended show that over a quarter are aged over 45. Half of records that can be identified with the age of children in the household have no children. Lifestyle indicators
  7. 7. Figure 5 Wealth band tags available (based on 317 records) Wealth tagging records Individual 0.3% N=317 Constituent flags (based on 317 records) Company Directors 74% N=234 Wealth tagging identifies records of wealthy and influential people able to make or influence a donation of £5,000 or more. The wealth of an individual is based on their free assets. The audit process has found a total of 0.3% of records can be marked with a Wealth Tag matched at an individual level. Availability of this data will enable targeted approaches to be made to these individuals. Wealth Tagging
  8. 8. Capture, Engage, Inspire
  9. 9. date of birth Rugby World Cup 2015 • 96% of database's country of residence can be identified • 98% of UK contacts can be located down to postcode level • 93% database's age known • 99% of database‘s gender known • 91% of database has selected a favourite team
  10. 10. Website Capture Form •Simple sign up and opt-in process •Prime position on MUFC.com splash screen •Capture data in return for rich media content •Use YOUR best asset #THANKYOUSIRALEX Data Capture
  11. 11. DIGITAL ENGAGEMENT
  12. 12. Increase open rates  Improved design  Improved content  Improved social media links  Strong calls to action Open Rates 8% Open Rates 28-30%
  13. 13. Over 50% of emails we send to fans of our clients are opened on mobile or tablets
  14. 14. If a website takes more than 5 seconds to load on mobile you will lose 74% of your audience Website Optimisation
  15. 15. Client Case Study
  16. 16.  15 distinct segments based on purchase history, preferences, email activity  Highly targeted, personalised e-communications  Average targeted open rates 34%, many over 50% Personalised communication
  17. 17. Social fans following sports 66% 41% 39% 11% 1 in 4 fans consume sports via social networking platforms 55% of these are aged between 18 and 34 From “Know The Fan” Report May 2014
  18. 18. Social content & engagement
  19. 19. Case Study - Research to Revenue
  20. 20. Data Driven Insight
  21. 21. Benefits of insight and analysis  Target different segments of supporters with personalised, relevant and targeted communications and marketing messages  Grow and optimise opportunities from an engaged database of fans/participants  Locate new fans/participants based on the profile of existing fans/participants  Aid retention levels  Maximise cross-selling and up-selling opportunities  Provide more value to your sponsors through a deeper knowledge of your fan/participant base.
  22. 22. HOPE TO SEE YOU THERE!

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