By Paul Nicholson
October 10 – Finding ways to monetise digital engagement and turn digital eyeballs into value-holding data is a holy grail for clubs as their digital teams increase in size alongside their digital followers.
Digital fan engagement and data capture specialists FanCompass has developed a white-label solution for clubs that allows them to flexibly leverage their digital strategies to collect and convert fan data in revenue, whether for ticketing or marketing sales, or to support sponsorship sales and activation.
“While teams may get to know their fans on social media and at their games, one of their unique pain points is that they can’t monetize their fan engagement,” said Jamie Pardi (pictured), Chairman and CEO. “Not only does our technology help teams navigate the increasingly complex world of how to create successful digital fan experiences, but we offer the added innovation of providing realtime data to help teams quickly convert those experiences into revenue.”
The FanCompass solution is based around and analysing digital data capture via its Sports Revenue Platform. A club will put up an exclusive experience or competition and will then promote that through its web and social media platforms.
Fans enter their first and last names and an email address, and the technology then tracks and builds information on that fan, building a profile of their key influences as well as base data like location. It also tracks what Pardi calls the “amplifiers” via, for example, tweets. He cites a Manchester City example of one amplificiation via Weibo that resulted in 1,700 new fan contacts.
FanCompass, based in San Rafael, California, now has 24 teams using its technology across eight leagues. From its US base it has expanded outwards with Man City perhaps being the best example of how its technology can drive the data monetization for clubs.
FanCompass runs about 200 campaigns a year for the club with each one generally getting between 35-50,000 entrants. The company has now collected data on more than 1 million entrants on its platform.
With the 75 mile rule in US major league sports (clubs cannot market themselves outside that geography), increasingly the killer application for this technology is with international-facing entities. It’s single sign-on platform is mobile ready and available in 13 languages.
“If you don’t know your data, you can’t monetize it,” says Pardi.
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