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Head of Client Operations
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…
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Customer data is at the heart of our approach.
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Sport is probably the last area of the leisure economy to embrace data
Data is just a building block for building a customer-centric organisation.
Help is at hand in Sport England, but you have plenty at your fingertips, too.
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“My CEO Doesn’t Understand This stuff”
“That’s the Responsibility of the Central Team”
“We Either Can’t Extract Our Data, or Can’t Find It”
“We Need a New CRM System to Do This Stuff”
“It Won’t Make us Money”
“We Don’t Have Time or Budget”
“We Are On Top Already of This”
“We Already Do Lots of Surveys”
…
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Cost of Delivering Personalised
Experience
Customer Insight in Sport
2000 2014
Customer Expectation of Personal
Engagement
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Data helps us understand our customers in terms of how they interact with us, what their views and opinions are, and what customer characteristics are
What customers do
Are they members? Did customers enjoy their last event?
BEHAVIOUR ATTITUDE DEMOGRAPHICS
What customers think
What customers’ characteristics are
What tickets do they buy and how often?
What are the key motivations for attending an event?
Socio economic
Location
Age and gender
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Various key data points will allow you to build a picture of your customers, and it will also help you identify where you are strong and where there are issues
Frequency
Recency
Value
# Purchased
Ticketing Survey Socio economic
BEHAVIOUR ATTITUDE DEMOGRAPHICS
Satisfaction
Advocacy
Intention
CAMEO
Post Code
Gender
Age
Retail Social Geographical
Generational Digital Focus Groups
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@DeveshSport
…
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@DeveshSport
…
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Analysing to understand components
Establishing the insights which will enable growth
The Two Circles way of describing the data driven marketing process
Synthesising to prepare the ground
Committing to a course of action to achieve that growth
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Synthesising to prepare the ground
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Synthesising to prepare the ground
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Analysing to understand components
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Establishing the insights which will enable growth
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Committing to a course of action to achieve that growth
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What was going on there?
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Searching for the nuggets in all data sources
From focus groups : girls play differently to boys They shop differently, too
Here’s what I think
Market Sales Media Comment Hours of Focus Groups
Product design and merchandising
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‘What we’re doing is producing a visual experience that encourages users to input their body size and shape, and that’s a data set that doesn’t currently exist; a data set that retailers haven’t had before as part of the process of optimising how they make and sell clothes.’
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Data Creates Partnerships (Metail)
Always On (Boyce Avenue)
Can Be Delivered from the Front Room (Boyce Avenue)
Being Brave Enough to Change core Product (Fortune, MTV)
Customer Journey is Everything (Boyce Avenue)
Blending Transactional Attitude (LEGO)
Empowering those ‘on the ground’ to spot the gems (MTV)
Going Where the People Are (LEGO)
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THANK YOU