September 5, 2016

Premier League Tottenham Hotspur trials UniFida to improve on-line and off-line supporter insight


Executive Summary

With in excess of 220k web sessions a day, and c.2m registered members, Tottenham were in a prime position to benefit from understanding the relationship between on-line and off-line supporter behaviour. This 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 in areas such as ticket purchase, and retail transactions.

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 digital passport for each customer; this is built by incorporating a number of different identifiers into the single customer view. Customers can 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 arrived at the rate of 100k per 24 hours, and provided links in the form of email addresses provided, and log-ins to the shopping area.

web engagement by age

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, their ages 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

kit browser

A browser made multiple visits to the website looking at kit but made no purchases. In the first two days of tracking this user 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 the shop. When looking at the individual pages, we can see that this person looked at a home team shirt (male and female), looked at returns information, went back to the home shirt, and then back to the returns information. Clearly they need reassurance about the returns policy and encouragement to actually purchase.

Key benefits derived from UniFida

  • Direct access to the single supporter view that enables a non-technical audience to build charts 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’