HowRbfaBecameADataDrivenOrg__1_.pdf

by Marketing OGZ

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How RBFA turned into a data- driven organisation! Constantinos Raptis & Koen Landsheere

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1. RBFA strategy and objectives

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OUR STRATEGY KEEP FOOTBALL FIRST IN EVERYTHING WE DO EMBRACE OUR POSITIVE CULTURE ADAPT TO THE DIGITAL REALITY CONTINUE TO GROW COMMERCIALLY

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KEEP FOOTBALL FIRST IN EVERYTHING WE DO

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EMBRACE OUR POSITIVE CULTURE

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ADAPT TO THE DIGITAL REALITY

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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

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TRANSFORM THE FAN EXPERIENCE RELAUNCH OUR FAN CLUB GOAL 2 ENGAGE WITH OUR FANS

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CONTINUE TO GROW COMMERCIALLY

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INTRINSIC VALUE FOR OUR PARTNER THROUGH 3 KEY AREAS • DATA • DIGITAL • CONTENT: MEDIA CHANNEL GOAL 1 GIVE VALUE TO OUR PARTNERS

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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

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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)

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2. The start of the digital platform

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From legacy... Based on Oracle data only One-way communication No link with website, ticketing,... Not scalable

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fourcast. MEMBERS personalised experience DATA LAKE FANS AFFILIATES DASHBOARDS < API > ML data data TICKETS APP MAILCHIMP WEBSITE ….to our vision

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Ingest Analyse & detect anomalies 4 step approach Correct & Govern Join & Recommend

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3.Data to serve users

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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

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One stop shop Ticketing & Cashless Newsletter preferences Website & exclusive news Video zone

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Drive Engagement Quiz & polls Votes Score predictions Ranking

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Drive Engagement National teams Player statistics Match statistics Live reporting feed

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Add functionalities ( Member Linking) Player career Player statistics Coach data / My Learnings Member linking

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Stay GDPR compliant

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4.Data to serve the Business

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Participation dashboard (1): members overview, in different categories

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Participation dashboard (2): members’ ages

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Participation dashboard (3): member and club locations

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Participation dashboard (4): clubs overview, in different categories

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Participation dashboard (5): overview of teams

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Fans dashboard: location of fan clubs

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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

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Engagement for Business: data extension

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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

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Start 1

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CRM questions: budget availabilities 2a

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CRM questions: interests 2b

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Fun questions 3

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PII data (Shirt contest) 4

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RESULT 5

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Outcomes

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Many conversations: (Social) Media

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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