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Winning With Data : CRM and Analytics for the Business of Sports / by Fiona Green.

By: Green, Fiona [author.]Contributor(s): Taylor and FrancisMaterial type: Text

TextLanguage: English Publisher: Boca Raton, FL : Routledge, an imprint of Taylor and Francis, [2018]Copyright date: ©2019Edition: 1st editionDescription: 1 online resource (206 pages) : 32 illustrations, text file, PDFContent type: text Media type: computer Carrier type: online resourceISBN: 9781315108537Subject(s): BUSINESS & ECONOMICS / Marketing / General | BUSINESS & ECONOMICS / Industries / Entertainment | Sports -- Economic aspects | Sports administration | Sports administration -- Data processing | Sports -- Marketing | Customer relationsGenre/Form: Electronic books.Additional physical formats: Print version: : No titleDDC classification: 338.47796 LOC classification: GV716 | .G78 2019Online resources: Click here to view. Also available in print format.

Contents:

Chapter 1 CRM for the Digital Age; Chapter 2 The Principles of CRM; Chapter 3 The Importance of Data; Chapter 4 Business Intelligence and Data Analytics; Chapter 5 CRM Technology Stack; Chapter 6 Data-driven Marketing; Chapter 7 The Role of CRM and Data in Sponsorship; Chapter 8 Business Change and Change Management; Chapter 9 Data and the Law; Chapter 10 Where do we go from here.

Abstract: 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 becomeintegral 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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Includes bibliographical references and index.

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 becomeintegral 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.

Also available in print format.