March 15, 2016

Tottenham Hotspur


UniFida Case Study        


The challenge

With in excess of 210k web sessions a day, serving news, match results, events, membership enquiries, TV match highlights, tickets and merchandise, the Tottenham Hotspur site is a digital palace for their circa 2m registered members.

As a software vendor our challenge was to show what benefits our UniFida software would provide above and beyond those Tottenham already had through their existing system suppliers.


Our approach

The key benefit area identified by Tottenham was understanding the relationship between on and offline behaviour, specifically for their members. Therefore, we proposed that they tested our tool UniFida, as UniFida builds the customer and web browsing link, providing a web facing dashboard and selection tool for reporting and analytics.

(UniFida has a wider range of benefits, including de-duplicating customer records, and providing insight and reporting through its dashboards).

UniFida required the customer information, currently held within their CRM system, to provide a context for each person (i.e. what member level were they, what age, gender etc.). This data was imported directly into the system via the UniFida front end.

All our web tracking can be embedded within Google tag manager code, so adding it to the website was a straightforward job. From there we could control the flow of web browsing data to UniFida, and configure things like cross domain tracking.

Each data source was made available to the web front end within two weeks of receipt of data, after going through a validation process with the Berry Thompson implementation team. Once in the system, Tottenham could create their own customised dashboards for each user, and run live counts off the database.


Results to date

Member data

UniFida took in a copy of the ‘raw’ customer information, which already had an account number assigned to each person. Looking at instances of the same email address being used across multiple accounts, we de-duplicated the file from 2.5m to 2.05m; reducing communications overlap by 22%.

This 22% of overlap data was valuable, providing a more in depth profile of each individual.

As an example, we could merge two accounts; one, which was only used for ticketing, and another for merchandise. This could for instance change the profile of an individual from a one channel single male ticket buyer, to a multi-channel customer with a family.


Web tracking

To link web traffic to offline customer data you need to capture the customer references and email addresses wherever you can. We found four potential sources; email clicks, guest check out, logged on shop visitors, and those logging on to buy tickets.

We started with the ‘quick wins’ which were the email clicks, guest checkout, and shop visitors. Within four days this gave us a pool of 5000 people we could use for insight and planning trigger campaigns. The number of data matches is due to grow in time as more people log in, linking a visit to a customer; other sources are due to be included shortly, and will add significant volumes of identified individuals.

Data accessibility and creating actionable insight

Once the data is within UniFida there are countless insights that can be found, tested, and reported on. One example was the age profile of visitors:

  1. Over 50s were less likely to be a member, but those older members were three times more likely to visit the site, or to visit it more frequently
  2. Under 16s represented a large proportion of membership (65%)

So to increase traffic Tottenham should target under 16s, and to increase engagement, they could target over 50s, with their content and campaigns.

For a more direct route, within one week we had linked over 5000 web visitors to customer references or email addresses; this provided a pool of active prospects, with rich web activity data, enabling Tottenham to target promotions upselling and cross selling items the customers have shown an interest in. (For instance, this could increase the basket value from say £100 for a single ticket to £250 for a ticket and shirts for the family*).

*In this example the person would have looked at shirts for men, women, and children.


Summary of key benefits

There are multiple benefits that can be clearly attributed to Tottenham Hotspur using UniFida. The top three key benefits to Tottenham so far are:

  1. Access to their data

UniFida provides a user friendly web front end that enables a non-technical audience to easily produce charts and graphs, and also to output targeted lists of email addresses or analytical datasets

  1. Web linking, customer linking and data enhancement

The powerful UniFida processing removed 22% of duplicated account details, and by merging these back with other records provided a fuller picture of each individual.

By linking in the web-browsing data to the customer profiles we could challenge some of the current customer hypotheses. This was a great way to counter self-fulfilling prophecies.

  1. Actionable insights and targeting

Using the UniFida front end to test strategy hypothesis, or for identifying key prospects which would deliver directly attributable incremental sales.


Next steps for Tottenham

As Ashley Brown, Customer Insight Manager, has commented ‘Unifida has illustrated future proof adaptability’.

For instance, if the new stadium goes cash free like Bayern Munich, that would provide an extremely valuable new source of data for integration.

The UniFida road map includes new developments such as real time online response reporting, enhancing customer data with external life stage and retail category spend information, and better campaign management, enabling marketers to optimise communications at an individual level, and produce effective reports.

As UniFida is designed and built in house by the Berry Thompson analytical team, we can adapt the solution to meet Tottenham’s next set of challenges.


How could UniFida support you?

UniFida covers a wide range of areas; it could help you if you are struggling with:

  • Understanding the on/off line interaction of your customers
  • Accessing your customer data, or getting the reports you need
  • Pulling out the insights or ‘customer stories’
  • Targeting different segments in your database
  • Owning multiple data silos
  • Enabling non-technical users
  • Setting up cross domain tracking