The document discusses the evolving landscape of fan engagement in sports, highlighting the need for personalisation, data security, and multi-device accessibility. It emphasizes the importance of understanding global audiences and leveraging data for increased engagement and commercialisation. CACI, a leading marketing services provider, offers insights and strategies for creating an integrated fan experience through a technology-independent approach.

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