Head of Client Operations

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Customer data is at the heart of our approach.

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.

“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”

…

Cost of Delivering Personalised

Experience

Customer Insight in Sport

2000 2014

Customer Expectation of Personal

Engagement

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

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

@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

Synthesising to prepare the ground

Synthesising to prepare the ground

Analysing to understand components

Establishing the insights which will enable growth

Committing to a course of action to achieve that growth

What was going on there?

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

‘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.’

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)

THANK YOU