Analyse supporter contactability, behaviour and purchase trends

The Data Processing Hub provides the platform for sound contact management. Its database also powers a suite of reports, which display aggregate counts of discrete contactable supporters. Raw data is converted to Business Intelligence which allows us and our clients to analyse the makeup of the supporter base and determine the dominant trends among supporters:

• Supporter Analysis: Where supporters live, what contact channels are available, how old they are, quality of data captured
• Product Analysis: Tickets sold, held, and merchandise and other products purchased
• Supporter Value: Aggregate Life Time Value calculated across all transactional systems allows the club to identify its most engaged and transacting supporters
• Transactional Roles: Updated every night and written in at contact level for key products sold, events attended or seats held (e.g. STH for Season Ticket Holder)

Drop-down filters offer some scope for drill-down functionality and customisation, although B.I. reports are, on the whole, designed to test large scale ("macro") hypotheses; slicing the supporter base several different ways, creating different tranches while observing the size and nature of the overlaps.