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Winning With Data - CRM and Analytics for the Business of Sports (Hardcover)
Loot Price: R1,116
Discovery Miles 11 160
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Winning With Data - CRM and Analytics for the Business of Sports (Hardcover)
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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.
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