Welcome to the Sports CDP crash course with Data Talks, where we talk data, sports, and sports customer data platforms to help you deliver a world-class supporter experience.
Each episode on this podcast is specially curated to give you deep and current insights on how to get the right message to the right supporter at the right time and through the right channel.
So if you work within the sports industry and want to learn more about segmentation, boosting revenue by increasing sponsorship value, merch, and ticket sales, never miss an episode!
#20 What is strategy and why is it important to have one?
The word strategy is a commonly used among sports organization but this word is often misunderstood. So in today's episode we dig into the meaning of strategy and then discuss why it's important to have a strategy in place.
So, what is strategy? The management study guide defines strategy as a “ A general direction set for the company, sports organization in our case, and its various components to achieve a desired state in the future.” Let’s break this down a little bit.
At its core, strategy simply means asking yourself what you want to achieve, when you want to achieve it and how you can achieve it. Let’s first look at the what - what do you want to achieve. For most organizations the answer will be higher revenues, for example. But instead of leaving this “goal” vague like this, you want to get specific. For instance, an organization could say, we currently have a monthly recurring revenue of 200 000 and we would like to increase that to 300 000.
#19 In Conversation with ... Arianna Criscione
From being a professional football player and goalkeeper for the likes of Kungsbacka DFF and Paris St-Germain to being a community manager, and a co-founder, to graduating from the Football Business Academy in Switzerland and transitioning to Sponsoring and women’s business development side of things at Paris St-Germain. And now being director of Women’s football at N3XT SPORTS - Arianna Criscione has contributed a great deal to the sports industry.
We had the privilege of sitting down with Arianna and discussing women's football, changes in the industry, digitalization, and strategy, among other things. Listen to this episode to get practical advice on, not only how you can support women's football but also on what you can do to take your sports organization to the next level using strategy. N3XT Sports' report - Enabling women's football to disrupt the industry is also available to download.
If you would like to connect with Arianna, you can do so here
#18 The importance of collecting data with a sports CDP
You often hear about collecting data but do you know what data you are meant to collect, why you are meant to collect it, where to collect it, and the best practices for collecting data? Today we are here to shed some much-needed light on all of this.
First question: What is data? There are many different kinds of data one can collect but in today’s context, we are focusing on supporter data. Supporter data refers to information that relates to an identified or identifiable individual supporter.
Depending on where you get this data, it can either be classified as zero-party data, first-party, second-party or third party data. The difference in all of this is in who you collect this data from and how. For example, zero party data you get from direct interaction with a supporter for example. Think quizzes, surveys, and those sorts of interactions. First-party data gives you insights from the analytics and the web behavior of your supporters. Second-party data is another organization’s first-party data that they share with you. While third-party data is information collected by companies that don't have a direct relationship with supporters. First-party data is the data you should be aiming to collect.
Why should you collect supporter data in the first place?
Because then you can analyze this data and act on it. This is crucial for any organization, and sports organizations are not an exception. Collecting data allows you to work in a data-driven manner. This in turn helps you:
Sell more tickets and merchandise by delivering hyper-personalized supporter experiences
boost your sponsorship value by approaching sponsors which your supporters have a high affinity for
Increase fan engagement and loyalty by delivering the right message to the right supporter at the right time and through the right Channel
Basically, filling out the stadium at any given chance
#17 How to maximize your marketing budget spend with a sports CDP
It might seem counterintuitive to invest in a sports CDP when you have a small marketing budget. The most natural thing would seem to be tightening up your belt. However, we actually would advise against that because that would do more harm to your sports organization than good. Instead, we advise you to invest in a sports CDP because it will help you:
Sell more tickets and merchandise
Increase fan engagement
Fill the stadium at every given opportunity
Learn how you can maximize your marketing budget spend with a sports CDP today.
#16 How to increase fan engagement with a sports CDP
Did you know that fan engagement is much broader and more meaningful than just getting likes on your social media channels? That you can actually activate your fans so that they can create positive sentiment, thoughts, and connection with your sports organization on your behalf? Learn how you can increase fan engagement with a sports CDP.
#15 Sports marketing trends to follow today
There are so many marketing trends out there and we know that it can be difficult to discern the facts from fakes. That's why we have been used our expertise in the field of sports marketing plus our experience in the industry and research to find bring you the five sports marketing trends you should follow today