We've collaborated on SportsPro with an article by Usman Suhail, Practice CTO for Media & Entertainment at DataArt, on why sports clubs face a fan data resolution problem, including how fragmented fan identities affect sponsorship, matchday revenue, marketing and the ability to build a trustworthy view of their audiences.
“Most clubs hold more fan data than they can use, because no one can say which records belong to the same fan. The cost now shows up in sponsorship renewals, matchday yield, and marketing spend.”
“Most clubs hold more fan data than they can use, because no one can say which records belong to the same fan. The cost now shows up in sponsorship renewals, matchday yield, and marketing spend.”
“Sponsors buy audiences, not impressions, and an audience is only as credible as the identity behind it.”
“Sponsors buy audiences, not impressions, and an audience is only as credible as the identity behind it.”
“We build a resolution layer that sits on top of the club’s existing systems rather than replacing them.”
“We build a resolution layer that sits on top of the club’s existing systems rather than replacing them.”
“The resolution layer links the fragments of each fan across ticketing, retail, app, Wi-Fi, and licensee systems, using deterministic and probabilistic matching on identifiers such as email, phone, account, device, and more, with human review for uncertain cases.”
“The resolution layer links the fragments of each fan across ticketing, retail, app, Wi-Fi, and licensee systems, using deterministic and probabilistic matching on identifiers such as email, phone, account, device, and more, with human review for uncertain cases.”
“Consent and provenance are built in from the start, not added at the end. Each resolved identity carries its consent status and source, so the club can show a sponsor or regulator how an audience figure was produced and what the data is permitted to be used for.”
“Consent and provenance are built in from the start, not added at the end. Each resolved identity carries its consent status and source, so the club can show a sponsor or regulator how an audience figure was produced and what the data is permitted to be used for.”
Read the full article here.
