Winning With Data: CRM and Analytics for the Business of Sports

by Fiona Green

For many years, sports rights owners have had an ‘if you build it, they will come’ attitude, suggesting they take their fans for granted. Combined with advances in broadcasting quality, digital marketing, and social media, this has resulted in diminishing attendances and participation levels. The use of CRM (Customer Relationship Management), BI (Business Intelligence) and Data Analytics has therefore become integral to doing business in sports, emulating the approach used by brands such as Amazon, Netflix, and Spotify. Technology has made the world a smaller place; clubs and teams can now connect with their fans anywhere in the world, allowing them to grow their marketplace, but they operate in an ‘attention economy’ where there’s too much choice and engagement is key.

This book sets out to share the processes and principles the sports industry uses to capitalise on the natural loyalty it creates. Case studies and commentary from around the world are used to demonstrate some of the practices implemented by the world’s leading sports brands including clubs Arsenal and the San Antonio Spurs. the governing bodies of UEFA and Special Olympics International, and the MLS and NHL.

With a focus on our unique challenges coupled with the opportunities the use of data creates, this book is essential reading for professionals within the sports industry.

• ISBN13: 9781351610322
• Publish Date: 6 August 2018 (first published 27 July 2018)
• Publish Status: Permanently Withdrawn
• Out of Print: 23 May 2023
• Publish Country: GB
• Publisher: Taylor & Francis Ltd
• Imprint: Routledge
• Format: eBook
• Pages: 194
• Language: English

Reviews

[pamela]

I had the privilege of editing Fiona Green's amazing Winning with Data. I can honestly say that I learned so much! It's a topic that could have been very dry, but Fiona's writing style is equal parts friendly and professional. She describes everything with as much detail as it needs, which makes it a fantastic resource.

Despite what the title might suggest, I can honestly say that Winning with Data has application beyond the sports industry. While the examples are Sports specific, the way they are explained make it easy to see the possible application, no matter what industry you belong to.

I gained so much from the opportunity to work on this book. Not only did I learn a lot about an industry I had very little experience with up until this point, but I also got so many tips and techniques that I have applied to my own business. I'm a freelancer, so it just goes to show that no matter how big or small your business is, there is always a need for data.

Thanks, Fiona, for your wonderful book. It's one of the most important marketing books out there for the digital age.