Our Blog Posts

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

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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HELP! I can’t get my opt-ins into my database. A post to help Mailchimp users/developers.

Winners is a tech-neutral consultant – and by that we mean we’ll either help clients understand how to get more from their existing stack or help them identify the right tech for their current state and desired future state. However when it comes to email marketing, if a client has no experience whatsoever with using contact data, we recommend Mailchimp. The reasons are it’s very easy to use, its relatively cost-effective, and there’s no fixed term contract so you can cut your teeth on it but then move if/when your progress dictates it. Another reason is there’s a huge amount...

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Can you recover your lost email opt-ins?

Seven months on and I continue to hear of #sportsbiz rights owners who were unfortunately advised to send an “opt in” email as a result of the GDPR. These advisors (who were also working in the non-sports industry as the multiple “opt in” emails I received demonstrate) have clearly missed the point of having an opt-in in the first place – if you have to email someone to ask them to opt-in, then you didn’t have the right to email them in the first place. In case anyone reading this still believes you can email someone asking them to opt-in...

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CRM and data “can and must become the central platform to any sports business”

As some of you may know, I've recently written a book - Winning with Data: CRM and Analytics for the Business of Sports - to be published by Routledge in August this year. In the course of securing endorsements from academics and industry executives, Karen Earl, chairman of the European Sponsorship Association from 2007 to 2017, and head of Synergy and Karen Earl Sponsorship, generously gave her time to read a proof edition and provide me with her thoughts: "This book is a must-read, not only for sports governing bodies and clubs, but for anyone operating in the sponsorship and sports industries. Not...

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