We hope you enjoy our blog posts - they demonstrate the way we think and work.
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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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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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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CRM trends that will be big for the sports industry in 2021
If you read my recent post about the history of CRM, you’ll know that I don’t like using the term CRM. This is because the acronym's meaning has evolved significantly since the mid-1990’s when it was first introduced as contact management software, to now, when we can use it to refer to the widest definition of digital transformation. But I’m not going to let that stop me writing a post about #sportsbiz CRM trends in 2021 – I’m just going to look at the different areas that, to me, represent the different ways we apply CRM today. More, more, and...
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How can Data-Driven Marketing Change the Way you Communicate?
In this short post we’ll look at why you need to use data change the way you communicate, how you use data and technology to achieve this, and three steps you need to take. When we refer to data-driven marketing we mean using data to “get the right message to the right person at the right time” or as Don Peppers, the globally recognised authority on marketing and business competition, succinctly stated “treating different customers differently”. This means securing, maintaining, analysing, and using your customer data, then actively segmenting it to enable better targeting and engagement with your customers. This need to ensure our marketing is customer-centric has...
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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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Legacy Planning ACV (“After Coronavirus)
To quote the great Mark Ritson (and when I say “great”, I mean my absolute favourite columnist who doesn’t hesitate to say it exactly as it is) “we should not shy away from talking about customers and business in the age of coronavirus.” That’s the theme of this post – that while I love reading about all these creative ideas rights owners have come up with to beat the COVID-19 blues, from Leyton Orient’s Quaran-Team to the Utah Jazz Player Podcasts, I’m looking at these executions and wondering why they’ve been put together with a short term view: where’s the...
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