FRIENDLY MATCH MATCH OVERVIEW 12 SEPTEMBER 2023

CAREER STATISTICS SKILLS ABOUT Rick Utrecht – 2 girls age 2 + 5 Football – PEC Zwolle – Padel – Music KNVB  Database Analist  Marketing/CRM  Data Intelligence SKILLS Pragmatic solutions Positive future-oriented Managing by walking around RICK KOETSIER Msc Marketing Management Sanoma KNVB PLAYER STATS LEAD DATA INTELLIGENCE

No content

The Playing Field.

KNVB LANDSCAPE VOLUNTEERS 400.000 1.196.925 MEMBERS 160.953 GIRLS AND WOMEN GRASSROOTS CLUBS 2.919 TEAMS 63.013 FANS ‘ORANJE’ 12.400.000 SOCIALS ONSORANJE 5.100.000 ACTIVE FANS IN DATABASE 192.250

The journey over the years 2003 Sportlink Central administration 2007 Arvato Commercial exploitation 2014 SAS/Crystalloids/40Beats 360 database for commercial purposes 2009 Voetbalmedia Voetbal.nl platform 2015 SAS Partner KNVB Database in-house for business intelligence 2019 SAS CI360 (SAS Mail) Personalized digital marketing-communication 2023- Tech Foundation

Database KNVB  Data about our football enthusiasts (e.g. players, volunteers , fans)  360 degree customer view  Combined offline and online behaviour 4,9 million unique profiles Members Sportlink Voetbal.nl Accounts Ticketing Oranje Fanclub Data digital platforms …

Data Architecture CDP (SAS CI360) Analyses Reporting Modelling VIP Marketing & Business Intelligence CIKS Marketing-communication and commercial exploitation

Analytics Platform: Tools Data extraction Data exploration Dashboarding Data preparation Modelling SAS Studio / SAS Visual Analytics SAS Studio PYTHON Digital personalization SAS CI360

The Match.

Better products/services: eQuality Index GOALS OF THE PROJECT • Determine the quality of every player in the Dutch amateur football by creating an objective measure. • Organize competitions in the most equal way so that players have more fun and are able to develop their skills on the right level. All 1.000.0000 Dutch football players and 65.000 teams now have an index • 33% decrease in number of games with big goal difference (>7 goals) • 52% decrease in number of leagues where champion wins all games

Data Analytics/Science: examples Where in the country is potential to grow the number of grassroots football players? What variables drive the numbers of tickets sold for the national teams? Who in our database have a big chance to become a KNVB-referee? What causes a poor/good quality grassroots competition?

Marketing-communication: examples Your personalized stats from last season, also fun facts Automated e-mail to players who stopped with survey Personalized content on our websites, apps and emails

Digital platforms: example ‘Rinus’ Online platform for coaches Available on every device Smart functionalities More than 400 exercises More than 200 training sessions per age group +100 info articles and videos

The Future Play.

No content

Footbar

External developments

KNVB transforms into a digital service organization  Focus from marketing communication on automated digital customer journeys for different target groups  Many new digital developments within KNVB  Data is increasingly used in all layers of the organization for decision-making  Our core processes are increasingly data-driven and more is demanded of this by the organization Safeguarding GDPR/Privacy and Security is becoming increasingly important  Sharing data and transparency towards our stakeholders (including fans, associations and members) is becoming more important Internal developments

What do we need to address? - Data democratization: our stakeholders (individually) decide how, when and where they get access to data - (Realtime) availibility data and independence from data suppliers - Centralize customer contact data from all channels, both input and output. - Work closely together with other data domains, e.g. Digital Technology and Performance - Drive innovation besides running our business - Live with uncertainty

Tech Foundation (idea)

1. ‘Being small, yet thinking big’ 2. Never underestimate the power of small steps 3. Find and use data ambassadors within your organization Learnings

‘Playing football is very simple, but playing simple football is the hardest thing there is.’ Johan Cruijff Thank you!

Questions? Thank you [email protected]