Bas Schnater: Starting a CRM ecosystem at a 'smaller' sports club
Moving from academia to the practical side of football
How they started their CRM system
Where the data was stored in the early days?
Connecting established and disparate databases
What conversations did you need to have internally
Narrowing down the scope of your CRM
The specific issue: how to arrest a fall in season ticket sales.
How do your message each segment correctly?
The relationship with the content teams
What other campaigns do you create
Who does the analysis?
Those ‘cheap early wins’ what were they?
What did not work?
When the critics jump and say: "look it won't work"
Demographics v sentiment segmentation
AZ's clustering campaign
The idea of promoting content, not just transactional campaigns
Using the fans for mutual benefit
How do you plan for scale?
What metrics prove success?
What about the influence of team performance?