000			03543nam a2200529Ii 4500
001			9781315108537
003			FlBoTFG
005			20220724194452.0
006			m o d
007			cr
008			180928t20182019fluab ob 001 0 eng d
020			_a9781315108537 _q(e-book : PDF)
035			_a(OCoLC)1053983957
040			_aFlBoTFG _cFlBoTFG _erda
041	1		_aeng
050		4	_aGV716 _b.G78 2019
072		7	_aBUS _x018000 _2bisacsh
072		7	_aBUS _x043000 _2bisacsh
072		7	_aBUS _x070110 _2bisacsh
072		7	_aKJS _2bicscc
082	0	4	_a338.47796 _223
100	1		_aGreen, Fiona, _eauthor.
245	1	0	_aWinning With Data : _bCRM and Analytics for the Business of Sports / _cby Fiona Green.
250			_a1st edition.
264		1	_aBoca Raton, FL : _bRoutledge, an imprint of Taylor and Francis, _c[2018].
264		4	_c©2019.
300			_a1 online resource (206 pages) : _b32 illustrations, text file, PDF.
336			_atext _2rdacontent
337			_acomputer _2rdamedia
338			_aonline resource _2rdacarrier
504			_aIncludes bibliographical references and index.
505	0	0	_tChapter 1 CRM for the Digital Age; Chapter 2 The Principles of CRM; Chapter 3 The Importance of Data; Chapter 4 Business Intelligence and Data Analytics; Chapter 5 CRM Technology Stack; Chapter 6 Data-driven Marketing; Chapter 7 The Role of CRM and Data in Sponsorship; Chapter 8 Business Change and Change Management; Chapter 9 Data and the Law; Chapter 10 Where do we go from here.
520	3		_aFor many years, sports rights owners have had an 'if you build it, they will come' attitude, suggesting they take their fans for granted. Combined with advances in broadcasting quality, digital marketing, and social media, this has resulted in diminishing attendances and participation levels. The use of CRM (Customer Relationship Management), BI (Business Intelligence) and Data Analytics has therefore becomeintegral to doing business in sports, emulating the approach used by brands such as Amazon, Netflix, and Spotify. Technology has made the world a smaller place; clubs and teams can now connect with their fans anywhere in the world, allowing them to grow their marketplace, but they operate in an 'attention economy' where there's too much choice and engagement is key.This book sets out to share the processes and principles the sports industry uses to capitalise on the natural loyalty it creates. Case studies and commentary from around the world are used to demonstrate some of the practices implemented by the world's leading sports brands including clubs Arsenal and the San Antonio Spurs. the governing bodies of UEFA and Special Olympics International, and the MLS and NHL. With a focus on our unique challenges coupled with the opportunities the use of data creates, this book is essential reading for professionals within the sports industry.
530			_aAlso available in print format.
650		7	_aBUSINESS & ECONOMICS / Marketing / General. _2bisacsh
650		7	_aBUSINESS & ECONOMICS / Industries / Entertainment. _2bisacsh
650		0	_aSports _xEconomic aspects.
650		0	_aSports administration.
650		0	_aSports administration _xData processing.
650		0	_aSports _xMarketing.
650		0	_aCustomer relations.
655		0	_aElectronic books.
710	2		_aTaylor and Francis.
776	0	8	_iPrint version: _z9781138090637(Hardback)
856	4	0	_uhttps://www.taylorfrancis.com/books/9781315108537 _zClick here to view.
942			_2lcc _cEBK
999			_c17947 _d17947