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UniFida Use Cases

A Premier League Football Club

Executive Summary

With more than 100k supporter web browsing sessions a day, and 2m registered members, Tottenham Hotspurs were in a prime position to benefit from understanding the relationship between on-line and off-line supporter behaviour. This then allowed them to communicate very personalised messages to supporters that recognised their interests.

They also wanted easy access to their supporter data to be able to build actionable insight across supporter activities, to explain and predict behaviour in areas such as ticket purchase, and retail.

Specific Business Goals

  • Building single supporter views (SSV) across all sources of supporter data to avoid message duplication and provide clarity around individual supporters’ activities
  • Understanding the relationship between browsing activity and supporter off-line behaviour to target personalised messages
  • Developing insight on the back of the SSV to drive supporter relationship strategy

The UniFida solution

Central to the UniFida proposition is the development of a single customer view for each customer; this is built by incorporating a number of different personal identifiers into the single customer view. Customers could be identified by their email, mobile, name and home address, customer number and cookie ID.

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 the net number of 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 provided, and log-ins to the shopping area.

web engagement study graph
An example analysis showing the understanding gained from linking online and offline

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.

An example single supporter journey

 

supporter journey diagram of website stats

This particular supporter made multiple visits to the website, looking at kit, but made no purchases. In the first two days of tracking this individual visited the site four times, across two devices. The total time on the site was 54 minutes, and they spent most of the time reviewing items in the shop. When looking at the individual pages, we could see that this person 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. Clearly, they needed reassurance about the returns policy and encouragement to actually purchase.

Key benefits derived from UniFida

 

  • Direct access to the single supporter view that enabled a non-technical audience to build supporter activity charts in the 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

As Ashley Brown, Customer Insight Manager, commented ‘UniFida has illustrated future proof adaptability’.

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