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CRM & data strategies to understand and engage with your fans, participants and customers Alison Dalrymple & Matt Swindells Goodform 5 th June 2014

CRM and data strategies to engage your fans and participants

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Alison Dalrymple from Goodform discuss how sports can improve their insight via data and CRM strategies. Presented at the Sport and Recreation Alliance's Sports Summit 2014.

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Page 1: CRM and data strategies to engage your fans and participants

CRM & data strategies to understand and engage with your fans, participants and

customers

Alison Dalrymple & Matt Swindells

Goodform

5th June 2014

Page 5: CRM and data strategies to engage your fans and participants
Page 6: CRM and data strategies to engage your fans and participants

Addresses N=

Forwarding domestic address available inc. Royal Mail NCOA

15,233

No forwarding address suppressions

16,662

Deceased Suppressions 1,076ROI mailing a pack costing 0.70p sent four times a year

Wastage per year of

£47,789

Phone numbers available

5,740 consumer numbers 439 business numbers

Emails available

58,977 validated13,830 to be appended

Consumer gone aways & contact detailsIt is essential that address details and suppressions are managed and updated to enhance the commercial viability of the database. The audit process has found a number of ways to enhance the data by removing goneaways which will improve 12% of the records, additional contact details can be sourced for over 14% of the records.

Table 1 Address updates available

EXAMPLE

Page 7: CRM and data strategies to engage your fans and participants

Figure 3 Age Append (based on 120,718 records)

Figure 4 Number of children in the household(based on 21,121 records)

AgeAge ranges available for 47% of records

ChildrenNumber of children in household available for 67% of records

A more accurate level of segmentation can be achieved by considering lifestyle indicators such as age and children within a household. Ages can be appended to more than half of the records. The majority of records that can be appended show that over a quarter are aged over 45. Half of records that can be identified with the age of children in the household have no children.

Lifestyle indicators

EXAMPLE

Page 8: CRM and data strategies to engage your fans and participants

Figure 5 Wealth band tags available (based on 317 records)

Wealth tagging recordsIndividual 0.3%N=317

Constituent flags (based on 317 records)Company Directors 74%N=234

Wealth tagging identifies records of wealthy and influential people able to make or influence a donation of £5,000 or more. The wealth of an individual is based on their free assets. The audit process has found a total of 0.3% of records can be marked with a Wealth Tag matched at an individual level. Availability of this data will enable targeted approaches to be made to these individuals.

Wealth Tagging

EXAMPLE

Page 9: CRM and data strategies to engage your fans and participants
Page 10: CRM and data strategies to engage your fans and participants

Capture, Engage, Inspire

Page 11: CRM and data strategies to engage your fans and participants

postal code

“opt-ins”

telephone

number

first & last name

email

favourite rugby

team

date of birth

gender

Rugby World Cup 2015

• 96% of database's country of residence can be identified

• 98% of UK contacts can be located down to postcode level

• 93% database's age known

• 99% of database‘s gender known

• 91% of database has selected a favourite team

Page 12: CRM and data strategies to engage your fans and participants

Website Capture Form

•Simple sign up and opt-in process

•Prime position on MUFC.com splash screen

•Capture data in return for rich media content

•Use YOUR best asset

#THANKYOUSIRALEXData Capture

Page 13: CRM and data strategies to engage your fans and participants

DIGITAL ENGAGEMENT

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MOBILE OPTIMISED

Over 50% of emails we send to fans of our clients are opened on mobile or tablets

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If a website takes more than 5 seconds to load on mobile you will lose 74% of your audience

Website Optimisation

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Client Case Study

Page 18: CRM and data strategies to engage your fans and participants

15 distinct segments based on purchase history, preferences, email activity

Highly targeted, personalised e-communications

Average targeted open rates 34%, many over 50%

Personalised communication

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@JENNIE_SPILLANE

 ·  JUN 2

                                                                                                                                                                                                                                                                 

View more photos and videos

•R

EPLIED TO 0 TIMES

@JENNIE_SPILLANE

 ·  JUN 2

                                                                                                                                                                                                                                                                 

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•R

EPLIED TO 0 TIMES

Social content & engagement

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Page 23: CRM and data strategies to engage your fans and participants

Case Study - Research to Revenue

Page 24: CRM and data strategies to engage your fans and participants

Data Driven Insight

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Benefits of insight and analysis

Target different segments of supporters with personalised, relevant and targeted communications and marketing messages

Grow and optimise opportunities from an engaged database of fans/participants

Locate new fans/participants based on the profile of existing fans/participants

Aid retention levels

Maximise cross-selling and up-selling opportunities

Provide more value to your sponsors through a deeper knowledge of your fan/participant base.

Page 26: CRM and data strategies to engage your fans and participants

HOPE TO SEE YOU THERE!