The Numbers Game: Big Data and the Business of Sport | Data segmentation – Case Study 11: Social completes the Champions League picture

The 2015 UEFA Champions League semi-finals presented an opportunity to enhance customer datasets by adding social media activity generated around the matches.

Sports CRM and business intelligence agency Winners FDD used Twitter cards – which create tweets that allow you to create a media-rich experience for your followers that stand out from the rest of the Twitter stream – to identify the handles of known customers who were following their client’s Twitter accounts. It then used a third party to produce data on their interactions over a one-week period, focusing on relevant hashtags including brands, athletes and clubs.

“Our existing customer profiles became richer and deeper with the addition of their Twitter data: who they interacted with during a pre-determined period, what they were feeling about our client and their competition brand, and how much reach and influence they had with their tweets.

“Of course, Twitter provides data to users about their followers – but with Twitter cards this happens on an individual level. The end result is that when it comes to communicating with a fan, we now know what content he or she is interested in, and what platform to use; this enables our client to continue to engage with him or her in a way that’s relevant, and that will generate the greatest ROI, and will help ensure his or her loyalty.” Fiona Green, Winners FDD


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