The best articles about Digital Solutions for Sports Industry
ASTON VILLA FAN ENGAGEMENT STRATEGY
HOW TO DEEPEN THE CONNECTION WITH FANS TRHOUGH DATA ANALYSIS
In the fast-paced world of professional sports, success isn’t just about victories on the field—it’s also about cultivating a loyal fanbase. Aston Villa, currently soaring in the Premier League standings, has captured attention not just for their on-pitch performance but also for their innovative approach to fan engagement through data. Let’s see how Aston Villa leveraged data to build deeper connections with their fans.
RECOGNIZING THE NEED FOR A CHANGE
Three years ago, Aston Villa identified a crucial need to evolve beyond traditional fan engagement metrics. While attendance figures and ticket sales are important, they realized the importance of fostering a true community among their supporters. This led to their strategic decision to invest in a custom Customer Data Platform (CDP) to gain insights into individual fan preferences and behaviors.
IMPLEMENTING DATA DRIVEN SOLUTIONS
Teaming up with XCM, Aston Villa rolled out the Horizon CDP, integrating data from 15 platforms to create a comprehensive view of each fan. This empowered them to personalize marketing messages, offers, and content, resonating with fans on a deeper level.
DRIVING REAL-TIME ENGAGEMENT
The real magic happened with Horizon’s real-time data analysis capabilities. Aston Villa seized fleeting moments of fan engagement during games, in-store visits, and digital interactions to deliver targeted messaging and promotions. This resulted in a significant uptick in digital engagement metrics, showcasing a more active and connected fanbase.
MEASURABLE IMPACT
The numbers speak volumes about Aston Villa’s success: a remarkable 94% season ticket retention rate, a 48% growth in their fan database, and notable increases in digital engagement such as app usage and account registrations. These achievements highlight the tangible benefits of their data-driven approach.
INDUSTRY RECOGNITION AND FUTURE OUTLOOK
Aston Villa’s data-driven success story hasn’t gone unnoticed, earning them accolades at industry-leading events. Their journey reflects a broader trend in sports organizations globally, recognizing the transformative power of data-driven fan engagement. As the CDP industry continues to grow exponentially, from a valuation of US$4.4 billion in 2023 to an expected US$17.68 billion by 2028, clubs like Aston Villa are paving the way for a new era of fan connections and commercial success.
In conclusion, Aston Villa’s partnership with XCM and their adoption of data-driven strategies have not only strengthened their bond with fans but also positioned them as pioneers in the sports tech landscape. By prioritizing fan-centric approaches backed by data insights, they’ve unlocked new revenue opportunities, propelled brand loyalty, and set a benchmark for others to follow in the evolving sports industry.
By Andrea Peddis
Sport Communication specialist
Published: MAY 10th, 2024 13:30
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