How Wolves strengthen their data-driven marketing strategy

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To cope with big data and enhance its direct marketing strategies, Wolverhampton Wanderers have appointed data management firm CCR as its data-cleansing supplier.

‘Big data’ is everywhere and it is a crucial piece for the success of an overall marketing strategy. Yet, this vast amount of customer data can also represent a challenge. The collected data needs to be broken down so marketers can actually make sense from it and gain vital insights that can be then applied to enhance the daily marketing activities. The world of football is not an exception to this and many clubs are starting to make investments in data management and direct marketing tools.

As an example, to bolster its direct marketing strategies, Championship football club Wolverhampton Wanderers (Wolves) has appointed data management firm CCR as its data-cleansing supplier and is amongst the first to use the company’s new data cleansing and enrichment solution called ‘ADAM’.

The club has been investing in data for several years and, in that time, has seen a dramatic increase in the size of its database and the value of its data records. Through extensive data analysis it has introduced new products that have created new revenue streams, grown existing ones and delivered measurable commercial gain. CCR’s appointment is therefore an important one in further enhancing the effectiveness of the club’s data-led marketing strategy.

Laura Gabbidon, Marketing Manager at the Wolverhampton Wanderers comments, “Having a clean and accurate database is an essential foundation for evolving and delivering our supporter development strategy. ADAM will play an essential role in this, with CCR already having drilled down into our data and objectives to provide us with an in depth view of our core data issues and the opportunities we have across different segments of our database. We’re confident that this insightful and measured approach will help us to improve the return on investment of our direct marketing campaigns.”

The benefits of the new solution for Wolves cover two aspects of data-based marketing:

  1. From a data cleansing perspective it will enable Wolves to save money as a result of reducing mailing numbers through the removal of inaccurate or out-of-date data and increasing response rates at the same time. ADAM will also ensure that Wolves complies with the Direct Marketing Association’s (DMA) best practice guidelines and, ultimately, will protect its brand as a result of limiting the potential for inappropriately or incorrectly addressed communications.
  1. From the perspective of data enhancement, ADAM has the potential to open up new customer contact methods for Wolves. Also, the club is enabled to make even more informed marketing decisions around its supporters, with segmentation at a deeper level, based on wealth indicators, social media interests, lifestyle and demographic data as well as telephone and email details.

ADAM was launched onto the market last month following successful trials and it is the first product of its kind in the UK to include both Equifax and Experian new address data as well as data enrichment solutions such as factual wealth information and Facebook data.

Did you know? Woverhampton Wanderers are the only club to have won titles in five different English Football League divisions and were the first team to score 7,000 league goals.

References: CCR, Visit Britain

Picture: Wallpapers in HQ

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