Effective customer lead and risk scoring – in soccer and other industries.
Even industries that are far removed from IT, such as soccer, want to increase their economic success with the help of digital processes. A practical example shows how the volumes of data available today contribute to this. Other industries can also benefit from the customer lead and risk scoring approach.
Fan chants, waving flags, excitement and beautiful goals: that’s how you imagine a successful afternoon of soccer. But reality sometimes looks different: poor sporting performances, bitter defeats, relegation to the lower league. It’s no wonder that ticket sales then drop and some supporters don’t renew their season ticket for the new season. After all, a city has other attractive leisure activities to offer.
So many soccer clubs have to think about how to increase their ticket sales. Price adjustments are often not successful in the medium term, especially if the sporting performance is not right. Available data sources can help make marketing more professional. For example, trends and patterns can be identified based on data from sales to optimize fan appeal.
Understanding fans to increase sales
It’s not only strikers who must always keep their eyes on their goal: the opponent’s goal. The club should also know its goals. Alongside TV money and sponsorship, a secure revenue stream from season ticket sales is a central source of income and thus one of the most important pillars of any professional soccer club. Data can help to stabilize or even expand this strategically important pillar even in times of sporting difficulty.
The concrete approach here is first of all to gain a better understanding of the fans and, in particular, the season ticket holders. In terms of the example, this means: Which fans buy season tickets? Who does not renew their season ticket? What are the reasons for buying or not renewing?
Answers to these questions can be used to identify new potential season ticket holders and to recognize high-risk season ticket holders in good time, as well as to manage communications for these target groups accordingly. The concrete result of such an analysis should be, for example, an evaluation (scoring) of current season ticket holders with regard to their risk of not renewing their season ticket. A list of potential new customers (leads) should also be provided […]
To learn more about this topic read the full article (in German): Mit Daten den Ticketverkauf ankurbeln