KNVB Revolutionizes Fan Engagement with Personalized Communication

The Challenge

For the KNVB (Royal Dutch Football Association), 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.

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.” Marion continues.

Partners like Nike, Lotto and Disney are demanding this personalisation to bring their messages to the right audiences.

The Goal

The KNVB's primary goal was to drive growth in the number of active football players, fans, and volunteers across the country. To achieve this, they recognized the significance of not only attracting new members but also retaining existing ones. Their focus on retention targeted individuals who were transitioning into "the next phase" in life, ensuring they continued their involvement with football.

The Solution:

A Comprehensive Marketing Database

To support their ambitious goals, KNVB, in collaboration with Crystalloids, developed a powerful marketing database that provided a 360° view of their entire football community. This centralized database became the repository for information about individual clubs, current and former members, volunteers, and devoted fans. Every aspect of the football ecosystem found its place within this comprehensive database, empowering KNVB to gain holistic insights into their audience.

Integrated Tools for Segmentation and Predictive Modeling

Segmentation played a crucial role in KNVB's strategy, enabling them to identify specific groups within their vast fan base. With the integrated tools, KNVB could classify fans based on various factors, such as interests, engagement level, age, and location. This facilitated personalized communication, tailoring messages to meet the unique preferences and needs of different segments.

Moreover, predictive modeling became an invaluable tool in forecasting fan behavior and preferences. By leveraging historical data and advanced algorithms, KNVB could anticipate the likelihood of specific actions or responses from their audience. This empowered the organization to proactively design campaigns and initiatives that resonated with their fans, increasing the likelihood of successful outcomes.

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.