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.

1. CRM & data strategies to understand and engage
with your fans, participants and customers
Alison Dalrymple & Matt Swindells
Goodform
5th June 2014

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. 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. QUESTION
How important is
data to your
organisation?

6. 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

7. 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

8. 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

10. Capture, Engage, Inspire

11. 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

12. 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

13. DIGITAL ENGAGEMENT

14. Increase open rates
 Improved design
 Improved content
 Improved social media
links
 Strong calls to action
Open Rates 8%
Open Rates 28-30%

15. Over 50% of emails we
send to fans of our clients
are opened on mobile or
tablets

16. If a website takes more than 5 seconds to load on mobile
you will lose 74% of your audience
Website Optimisation

17. Client Case Study

18.  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

20. 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

21. Social content & engagement

23. Case Study - Research to Revenue

24. Data Driven Insight

25. 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.

26. HOPE TO SEE YOU THERE!