Winning With Data

The use of CRM (Customer Relationship Management) and BI (Business Intelligence) have become significantly integral to the way of doing business in the professional sports industry. With the natural loyalty, passion and excitement the industry creates, we can emulate the approach used by brands such as Amazon, Netflix, and eBay - reframed for the scale of our organisations - to improve our business incomes.

For too many years, sports rights holders have had an if you build it, they will come attitude, suggesting they take their fans for granted - an open stadium will become a full one. Combining that with advances in broadcasting quality, digital marketing, and social media, has resulted in diminishing attendances and participation levels. Conversely, as 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.

This book sets out to share the processes and principles the sports industry uses to capitalise on the natural loyalty sports teams and stars create; the levels of passion and emotion that winning, losing, or even just competing can elicit, and the disproportionate share of voice, media, and attention afforded across all sport.

Case studies and commentary from around the world are used to demonstrate some of the practices implemented by the world's leading sports brands - from clubs such as Manchester United and the San Francisco 49'ers, to governing bodies such as FIFA, the IOC and NBA. It also demonstrates how smaller organisations like British Taekwondo (representing a niche sport), and the US Soccer Federation (the world's biggest sport in a market where it sits outside the top four) how areas of commonality in approach.

Utilizarea CRM (Customer Relationship Management) si BI (Business Intelligence) au devenit semnificativ parte integranta a modului de a face afaceri in industria sportiva profesionala. Cu loialitatea naturala, pasiunea si entuziasmul pe care industria le creeaza, putem imita abordarea utilizata de marci precum Amazon, Netflix si eBay - reformulata pentru amploarea organizatiilor noastre - pentru a imbunatati veniturile afacerii noastre. De prea multi ani, drepturile sportive detinatorii au avut, daca il construiti, vor avea atitudine, sugerand ca isi iau fanii de la sine - un stadion deschis va deveni unul complet.