Our Blog Posts

We hope you enjoy our blog posts - they demonstrate the way we think and work.

Changing the Sponsorship Dialogue – Winners’ Framework to Help you Sell More Sponsorships for More Money

There’s been a lot more discussion going on about sponsorship than normal – no doubt driven by our post-lockdown concerns about how the sports industry will be impacted, and along with that, how it will affect sponsorship. First there was TwoCircles’ widely quoted piece on Sponsorship’s Digital Revolution, and more recently sponsorship stalwart Giles Morgan talking on behalf of Pumpjack Dataworks in SportsPro’s piece Sponsorship still “massively valuable” with right data, says Giles Morgan. Both pieces – and many more that have been published in between – have led me to put pen to paper and introduce you to our...

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Where to Start When Tackling a Marketing Automation Project

What do I talk about when I talk about marketing automation? Marketing automation for Dummies.  It's a truth universally acknowledged that, upon being asked about their objectives, a client will invariably answer "more revenues".  Let’s not despair: it’s in the darkest hour that we are given the opportunity to rise and shine.  THE GENERAL PICTURE  I mentioned objectives because they are the starting point of any marketing automation project – in general, they should be the ‘why’ of most marketing campaigns (wouldn’t that be nice?). Defining and getting an agreement on them should be your main priority because everything depends on how you define success.  But there’s something before that: an initial framework, a gestalt you can rely upon to build your whole automation…...

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Documenting processes – Why we do it

In the business world, a process is defined as a collection of tasks performed by people or equipment in which a specific sequence produces a service or product for a customer. The output of the process is to accomplish an organizational goal.   While the reasons to have business processes in place find wide agreement in all organizations, documenting them is certainly an undervalued activity which often results in a total lack of documentation.  This article presents the three main reasons why your organization should invest in documenting processes and why we, as Winners, support our customers to do it.   Compliance  Surely this is not the “Wow!” effect you were probably looking for, but still, compliance is one important reason for a company to document...

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Data Standards – what are they and why do we need them?

Maintaining data standards is an incredibly important part of your data strategy. It involves keeping your data clean, in the correct format, and verified before you do anything with it. Imagine how important it is to have the correct email address for a fan before sending out any campaigns, or the right data points before you try and find your actionable insights. If you ever want to merge your databases together in an SCV (or any other type of data warehouse) the relevant data fields must match up. They must use the same pattern.  According to a 2017 article in Harvard Business Review,...

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Changes In Customer Behaviour

Have you ever been in a conversation, right in the middle of a sentence, when the person you’re talking to looks at their phone, scrolling to see their latest notifications and messages? And what about those smartwatch users who think they’re being discreet, just looking at the time, but their lingering glance lets you know they’re reading an email. And what about you, when you’re watching a match, or your kids playing, how many times do you pull out your phone and see what else is happening?  Human behaviour is changing. We’ve so much choice, so much content, we receive so many messages – constantly – and we’re “always on”.  What are you doing to...

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Winning with Data: 1st Edition vs 2nd Edition

I’ve been asked a few times what the difference is between the first and second edition of Winning with Data but the number one question I’m asked is, “is it worth me reading the second edition if I’ve read the first? Before I started writing this second edition, I did a lot of research on what you should do to differentiate the editions. The advice ranged from “change the cover“ (tick) and “ensure you get a new ISBN” (hmmmm…..that’s my publisher’s role), to ensure there’s a “substantial change” and a “material improvement”. The challenge for me was there’s no definition...

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THE GENERAL DATA PROTECTION REGULATION IN 2021

Even though it’s now been with us for three years (or five if you think about when we first knew the detail of it), I thought now would be a good time to provide a GDPR overview. Do you remember when we thought Y2K, the Millennium Bug, would cause planes to fall from the sky, power stations to meltdown, and computers to stop working? We were all convinced that when midnight passed on New Year’s Eve 1999, it would be Armageddon. How many of you thought the same as we got closer to 25th May 2018? How many of you...

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Email Marketing – Does it still have a place in your digital marketing strategy in 2021?

Whilst social media has been around for over 20 years (with the first platform created all the way back in 1997!), the role and importance it plays within wider marketing strategies continues to grow to this day.  And indeed, there are many benefits of marketing via social media platforms, including the opportunity to connect with new people every day, without having to ask for consent, so it is no surprise that companies are placing a huge focus on their social media strategy. However, with so many unique benefits, email marketing should not be overlooked or forgotten. So, what are the...

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What is data quality and why does it cost companies money?

15 years ago, British data scientist Clive Humby coined the popular maxim data is the new oil  which has since been updated by Ted McCandless to data is the new soil. We should all agree on the importance on data to support decision making as there are plenty of examples out there (Moneyball anyone?) but what about the cost of having bad data? 7 years in the CRM and analytics industry pushed me to write an article about this topic, adding some tips/recommendations to change its vision: from business cost to business opportunity. Data quality dimensions Data quality is measured...

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Types of data charts and their uses.

I can make a guess that, one day, some of you might have been faced with the question: “Which type of charts should I use for a particular piece of data?”. Nowadays, any BI tool provides you with an opportunity to choose between various charts. However, it is no surprise you always want to pick the best one which will help get the answers you need. As a data analyst, I build lots of visualizations, and have a better understanding of its usage than many people. In this blog I’d like to list my most favorite types of charts/graphs and...

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9 Steps To Customer Journey Mapping

When we talk about the customer journey at Winners, we refer to the different touch points between you and your fans/customers as they go through the process of engaging or transacting with you. And when I say transacting, I don’t necessarily mean making a purchase from you, although of course that’s often your primary goal, but you may also want your fans/customers to sign up to enter a competition, or register to play your sport, or even engage with one of your sponsors. When we map the customer journey, we should be putting ourselves in their shoes and looking at...

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