Fiona Green’s book, Winning with Data, was an important step in the development of CRM in Sports.

Now, three years later, she has updated it. Therefore it seemed a good time to discuss the way this crucial area has developed in the intervening time.

How it has evolved? If the principles have not changed, are they emphasized in different ways? And, what is coming in the next three years?

NOTE: This podcast was recorded before the launch (and subsequent failure) of the ESL

TOPICS

The first book coincided with the introduction of GDPR? Looking back how has that rolled out?

The differing approaches of sports organisations to GDPR, particularly Manchester United

Why you should never take anyone out of your database? The importance of the win-back plan

What has developed over the last 10 years?

The move against personalisation, and why Fiona disagrees

Adding in psychological info and the problems with Net Promoter Score 

The concept of “Jobs To Be Done” 

Talking about the R in CRM

The importance of marketing to young fans and the restrictions around the world

Marketing in different countries  

The inclusion of social media in your CRM ecosystem. The problem of scraping data

The ambitions of big and small clubs. The difference in framing

“Technology is not a silver bullet” - The 80:20 split. Spending 80 per cent of your resources on the people

The next three years in CRM

LINKS

Fiona Green Twitter | LinkedIN | Book

Winners Website | Twitter | Ecourse