With 1,2 million members and over 500 employees KNVB is the largest sports federation in The Netherlands. Through 3.000 amateur football clubs the federation is in contact with 400.000 volunteers, 80.000 coaches and 12.500 administrators. The federation also looks after the interests of millions of football- and Dutch national football team fans. KNVB’s mission is to make and keep football as attractive, open and pleasant as possible and to create the best possible opportunities for sponsors, suppliers and (media) partners.
Collecting, governing and analysing reliable data of players, volunteers and fans were of strategic importance for accomplishing this mission. The theme ‘a view on football fans’ forms an integral part of the tactics of KNVB.
The emphasis is not primarily on segmenting football fans into different groups, but in the roles they play in their lifelong relationship with football: player, trainer, administrator, volunteer and fan,” says Marion Massop, Marketing Intelligence Manager.
KNVB had a clear view of the typical customer lifecycle of football fans. Marion: “An important objective is to increase the number of active football players, fans and volunteers. Especially by targeting new youth members. However, we also focus on retention, especially on people who are entering "the next phase" in life.
Besides we want to motivate fans to have multiple roles at the same time. We can only achieve these goals if we reach these people as personalised as possible, through a variety of marketing channels, with relevant information and offers.” Partners like Nike, Lotto and Disney are demanding this personalisation to bring their messages to the right audiences.
Together with Crystalloids, KNVB developed a central marketing database that provides a 360° view of all the individual clubs, (ex-)members, volunteers and fans. The database consists of a variety of data; from systems to several KNVB-apps, data of the KNVB Academy, survey results as well as the demographical information of the CBS institute. Data that is all automatically integrated into 3,5 million unique customer profiles.
The database is an essential part of the KNVB's football ecosystem that delivers and governs all digital services to clubs and fans.
Advanced analysis provides us with detailed insights into behaviour, interests and motivations of fans and helps us personalise our communication towards consumers and our commercial sponsors' campaigns” Marion explains.
With the 360° customer view KNVB has now good insights into the needs of clubs, football fans, sponsors and partners. Online, they benefit from being able to target their audience with only relevant messages using the right tone of voice. Using predictive model they can determine who to target for a telemarketing campaign.
For a Lotto campaign we were able to predict that people who are both OnsOranje-member and referee, who also recently bought merchandise, who have a Voetbal.nl opt-in and who are subscribed to the newsletter, will have a 45% probability to respond.” says Marion.
Offline, they can select a specific section in the stadium and give an offer that would appeal to that particular segment. For example, in the family section KNVB arranges entertainment for kids as they know that will be of their audience's interest.
The marketing database also offers insights into the football clubs. The ‘club advice dashboard’ was launched to track and predict developments, and to benchmark results with other clubs. Also, a view to check achievements against growth targets is in place. Dashboards assist KNVB with insights in the number of members, participation rate per club and region and the ticket sales.
Together with 40Beats, Crystalloids is responsible for the cloud-based marketing database. They manage maintenance, monitor and improve data quality and make selections, analysis and dashboards. In cooperation with the marketing intelligence team of KNVB, they guarantee optimal communications with football fans and spotting commercial opportunities for sponsors and partners. And that completes the mission of KNVB.
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