Winners Blog 2019

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

Four Challenges and Four Opportunities for CRM in Sports

Excerpt from Winning with Data – CRM and Analytics for the Business of Sports. The sports marketing industry has been around for many years. While the 1984 Los Angeles Olympics holds claim to being the first US event to generate broadcasting fees, the to-the-death arena fights of ancient Rome could also be considered a foundation to what’s now a multi-billion-dollar global business. Regardless of whether you believe the catalyst was our first formalised approach to commercialising an event, or wealthy aristocrats sponsoring gladiators, why has CRM become so important to the sports world that it now deserves its own book?...

Read More →

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...

Read More →

Shortlisted for the Yahoo! Sports Technology Awards

I was thrilled to learn last week that Winners had been shortlisted for the Yahoo! Sports Technology Awards 2019 for our work on UEFA GROW’s IT Maturity Matrix (if you haven’t yet heard of UEFA GROW you can read more here). You’ll be able to read more about the matrix once the shortlisted projects are published but one key component of it is the use of Tableau for data visualisation – the term coined for the presentation of data in a pictorial or graphical format. With Tableau, or indeed any software of its ilk, you can build interactive dashboards that...

Read More →

“Tell them what you are going to tell them. Tell them. Tell them what you told them.”

Whether it’s Aristotle or Dale Carnegie you ascribe to this quote, the principle behind it is that sometimes we need a bit of repetition to really understand something. Mike Bohndiek, a leading technology, commercial and business change professional operating in the sports industry, recently reviewed my book, Winning with Data – CRM and Data Analytics for the Business of Sports, and used the above to refer to the way the chapters are broken up into an introduction, thoughts, examples and summaries. In his opinion, this approach helped make it “a good read on a plane” and “light work”.  That’s exactly the...

Read More →

“A refreshingly straight-forward take [on CRM and data intelligence] in an easy-to-consume style”

Brent Leary, an authority not just on the use of data in business, but a thought leader on voice activation and a commentator on Amazon's behemoth of a business, hit the nail on the head when he reviewed my newly-published book for the sports industry. Paul Greenberg, the "godfather of CRM" who generously provided the book's foreword (worth buying just for that) also pointed out "it reads the way you speak" with Russell Scibetti of KORE adding that it's "the perfect balance of philosophy and practicality". And this is exactly what I was aiming for when I set out to...

Read More →

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...

Read More →

How much is your customer database worth?

A rightsholder client recently asked us how they could negotiate a sponsorship deal with a potential client who wanted to include a VIK (Value in kind) element for access to/use of his customer database. I also had a conversation last year with a gentleman involved in the sale and purchase of football clubs - he tabled a similar question about the value of a football club’s customer database. While both questions came at me from different angles - how to reduce the cash element of a sponsorship deal by providing some value-in-kind, versus how to increase the asset value of...

Read More →

The Future of Sports Broadcasting

This Future of Sorts Broadcasting post was written for the Institute of Sport and reproduced here with their permission. I first talked about this subject at a recent sports conference where “digital disruption” was the keyword so I decided to put pen to paper on the subject for my contribution to iSport. This is so that in 5 years’ time, whichever way it goes, you can come back to me and we can compare notes! The viewing habits of consumers are changing. No longer does a family of four sit in front of a TV screen, rapt with attention as the opening credits roll,...

Read More →

Football League Audiences Down – Step Forward CRM

Deloitte recently published their inimitable Annual Review of Football Finance, yet again providing us with mountains of content to read, re-read, debate, discuss and analyse. Deloitte are masters – not only of producing a high quality publication that perfectly demonstrates the quality and range of their services in this sector – but of putting a positive spin on a rather negative finding.  (But isn’t that what we want from consultants?) Case in point:  “Across the three divisions of the Football League, in 2012/13 aggregate attendances (of 15.6m, down 4%) remained above 15m for the 10th consecutive season, again demonstrating the...

Read More →

WE DON’T NEED HiPPOS – WE HAVE DATA, WE HAVE FACT

Most  sports organisations are still trying to understand how they can use CRM within their sales-focussed environments – clubs, NGBs, and events are used to thinking “sell, sell, sell” and customer service (or in this case, fan engagement) has taken a backseat for the longest time.  But things are changing – sport now has to compete for its share of attention, interest, time and disposable income – and CRM is fast-becoming an area that even the smallest property has to consider.  (In fact CRM is more important within smaller organisations – when you have fewer fans, you have to make...

Read More →