000			02683cam a2200289 i 4500
003			MIUC
005			20191001084114.0
008			190930s2019 enk b 001 0 eng c
020			_a9781138090637 _q(hardback)
020			_z9781315108537 _q(ebook)
040			_aLBSOR/DLC _beng _cLBSOR _erda _dDLC _dMIUC
082	0	4	_a796.069
100	1		_aGreen, Fiona, _c(Sports consultant) _92218
245	1	0	_aWinning with data : _bCRM and analytics for the business of sports / _cFiona Green.
250			_aFirst edition.
260			_aLondon ; _aNew York : _bRoutledge, _c2019.
300			_axii, 193 p. ; _bill. b&w ; _c24 cm
504			_aIncludes bibliographical references and index.
505	0		_a1. CRM for the digital age -- 2. The principles of CRM -- 3. The importance of data -- 4. Business intelligence and data analytics -- 5. CRM technology stack -- 6. Data-driven marketing -- 7. The role of CRM and data in sponsorship -- 8. Business change and change management -- 9. Data and the law -- 10. Where do we go from here?
520			_aFor many years, sports rights owners have had an ‘if you build it, they will come’ attitude, suggesting they take their fans for granted. Combined with advances in broadcasting quality, digital marketing, and social media, this has resulted in diminishing attendances and participation levels. The use of CRM (Customer Relationship Management), BI (Business Intelligence) and Data Analytics has therefore become integral to doing business in sports, emulating the approach used by brands such as Amazon, Netflix, and Spotify. Technology has made the world a smaller place; clubs and teams can now connect with their fans anywhere in the world, allowing them to grow their marketplace, but they operate in an ‘attention economy’ where there’s too much choice and engagement is key. This book sets out to share the processes and principles the sports industry uses to capitalise on the natural loyalty it creates. Case studies and commentary from around the world are used to demonstrate some of the practices implemented by the world’s leading sports brands including clubs Arsenal and the San Antonio Spurs. the governing bodies of UEFA and Special Olympics International, and the MLS and NHL. With a focus on our unique challenges coupled with the opportunities the use of data creates, this book is essential reading for professionals within the sports industry.
650		0	_aSports _xEconomic aspects _9599
650		0	_aSports administration _9987
650		0	_aSports administration _xData processing _9987
650		0	_aSports _xMarketing _9809
650		0	_aCustomer relations _9841
942			_2ddc _cBK