HowRbfaBecameADataDrivenOrg__1_.pdf

Transcript

1. How RBFA turned into a data- driven organisation! Constantinos Raptis & Koen Landsheere
3. 1. RBFA strategy and objectives
4. OUR STRATEGY KEEP FOOTBALL FIRST IN EVERYTHING WE DO EMBRACE OUR POSITIVE CULTURE ADAPT TO THE DIGITAL REALITY CONTINUE TO GROW COMMERCIALLY
5. KEEP FOOTBALL FIRST IN EVERYTHING WE DO
6. EMBRACE OUR POSITIVE CULTURE
7. ADAPT TO THE DIGITAL REALITY
8. ROADMAP FOR A NEW DIGITAL ERA Relaunch the Best of Belgian Football App Launch the new RBFA App Improving our members digital journey Loyalty and fan engagement 2020-2021 2021-2022 Improve the match experience 2022-2023 GOAL 1 BECOME A DIGITAL COMPANION
9. TRANSFORM THE FAN EXPERIENCE RELAUNCH OUR FAN CLUB GOAL 2 ENGAGE WITH OUR FANS
10. CONTINUE TO GROW COMMERCIALLY
11. INTRINSIC VALUE FOR OUR PARTNER THROUGH 3 KEY AREAS • DATA • DIGITAL • CONTENT: MEDIA CHANNEL GOAL 1 GIVE VALUE TO OUR PARTNERS
12. 3 3 2 2 1 Matchday Matchday Event Time Level of Engagement 4 4 Boost fan engagement for existing events Extend period of time in which businesses engage with fans Create new events during the periods without matches Ensure “always on” for digital channels 1 2 3 4 AS-IS TO-BE RBFA Engagement Cycle … with the firm ambition of creating an always-on, go-to platform
13. Realise our four strategic pilars through digital Pillar 2 Reach ↑ Pillar 3 Engagement ↑ Pillar 4 €€€ Monetization ↑ Pillar 1 Develop football Assets Data Consumers (members & fans)
14. 2. The start of the digital platform
15. From legacy... Based on Oracle data only One-way communication No link with website, ticketing,... Not scalable
16. fourcast. MEMBERS personalised experience DATA LAKE FANS AFFILIATES DASHBOARDS < API > ML data data TICKETS APP MAILCHIMP WEBSITE ….to our vision
17. Ingest Analyse & detect anomalies 4 step approach Correct & Govern Join & Recommend
18. 3.Data to serve users
19. Rebuild the app • Make it the one stop shop • Drive engagement (videos, quiz) • Add functionalities to the members (Member linking) ➢ Integrate different tools ➢ Open APIs
20. One stop shop Ticketing & Cashless Newsletter preferences Website & exclusive news Video zone
21. Drive Engagement Quiz & polls Votes Score predictions Ranking
22. Drive Engagement National teams Player statistics Match statistics Live reporting feed
23. Add functionalities ( Member Linking) Player career Player statistics Coach data / My Learnings Member linking
24. Stay GDPR compliant
25. 4.Data to serve the Business
26. Participation dashboard (1): members overview, in different categories
27. Participation dashboard (2): members’ ages
28. Participation dashboard (3): member and club locations
29. Participation dashboard (4): clubs overview, in different categories
30. Participation dashboard (5): overview of teams
31. Fans dashboard: location of fan clubs
32. 360 view: an upgraded ID card to know consumers Share & Empower • Interview all departments • Create the design • Link data in the Data Lake • Display data
33. Engagement for Business: data extension
34. General idea: Who is your lookalike? • Red Devils filled out some questions about their interests and preferences • Fans fill out the same questions • Based on a matching algorithm, fans see which player is most similar to them
35. Start 1
36. CRM questions: budget availabilities 2a
37. CRM questions: interests 2b
38. Fun questions 3
39. PII data (Shirt contest) 4
40. RESULT 5
41. Outcomes
42. Many conversations: (Social) Media
43. Insight-driven campaign management • About 35K participants • Partner (product) exposure • Data directly into our data lake (integration with existing data warehouse) • Database extension including email opt-in (know more people), and intensification (know more about them) • Campaign follow-up: dashboard
44. Questions?
45. Architecture overview