How a Premier League club keeps supporters on side
With more than 2 million registered supporters and 100,000 web browsing sessions a day, English Premier League football club Tottenham Hotspurs were ideally placed to offer each fan a richer and more personalised experience.
Supporters could be identified by their email, mobile, name and home address, customer number and cookie ID. The off-line data covered ticketing, merchandising and membership.
Without a unified data source, however, predictive planning and targeted, relevant messaging was always going to be hit and miss.
Like the team itself, the disparate data identifiers needed to integrate and work towards a common goal: the establishment of a single supporter view; one that provided easy access to insights that could explain and predict supporter behaviour in areas such as ticket purchase and retail.
Specific business goals
Build single supporter views (SSV) across all sources of supporter data to avoid message duplication and provide clarity around individual supporters’ activities
Understand the relationship between browsing activity and supporter off-line behaviour to target personalised messages
Develop insight on the back of the SSV to drive supporter relationship strategy
The UniFida solution
The first step was to understand the relationship between browsing activity and supporter offline behaviour.
The off-line data we received covered ticketing, merchandising, and membership. To this we were able to match in the web feed, which enabled us to build up connections to the off-line data over time. Our third source of data provided email campaign contacts.
The de-duplication process within UniFida reduced supporter records from 2.5m to just over 2.0m, a reduction of 22%.
Web browser data provided links in the form of email addresses and log-ins to the shopping area.
This allowed us to start building insight. For instance, we could see the distribution of web browsers by age. We obtained the proportion of the membership by age group from the off-line data, and the number of sessions and pages viewed from the web.
Combining these we could see that the club needed to increase on-line engagement amongst their younger members.
This led to highly personalised and effective messages that recognised each supporter’s interests.
A supporter's journey
Jennifer makes multiple visits to the website, looking at kit, but doesn’t buy. In the first two days of tracking, Jennifer visited the site four times, across two devices. The total time on the site was 54 minutes, in which she spent most of the time reviewing items in the shop. When looking at the individual pages, we could see that Jennifer looked at a home team shirt (both male and female), checked returns information, went back to the home shirt, and then back to the returns information again. Clearly, she needed reassurance about the returns policy to encourage her purchase.
Key UniFida benefits
Direct access to the single supporter view that enabled a non-technical audience to build supporter activity charts in the UniFida dashboard, and pull selections for email campaigns
Understanding how supporters use the web, and how this influences their purchasing of tickets and merchandise
Being able to target specific groups such as frequent visitors to the on-line shop to encourage spending
"UniFida has illustrated future proof adaptability."
Ashley Brown, Customer Insight Manager, Tottenham Hotspur