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This new edition of the bestselling book shares the processes and principles used to implement a data-driven approach to decision-making, targeted marketing, and digital transformation, emulating the approach of brands such as Netflix, Amazon and Spotify but framed for the unique challenges and opportunities of the sports industry.
Fiona Green has operated in the sports industry for over 30 years. Her experience has predominantly been representing rights owners in sponsorship, TV rights and merchandise/licensing across many sports including football, athletics, cricket, sailing, rugby, formula 1, horse racing, and tennis. Fiona specialises in the field of data-driven marketing, business intelligence and analytics and applies her knowledge of this area to her inherent understanding of a rights owner's business model and objectives, specifically in revenue generation, participation growth and stakeholder engagement.
Foreword 1. CRM for the digital age 2. The principles of CRM 3. The importance of data 4. Business intelligence and data analytics 5. CRM technology stack 6. Data-driven marketing 7. The role of CRM and data in sponsorship 8. Business change and change management 9. Data and the law 10. Where do we go from here?
