Winning with data in the business of sports : CRM and analytics / Fiona Green.

Format:

Book

Author/Creator:

Green, Fiona, author.

Language:

English

Subjects (All):

Sports--Economic aspects.

Sports.

Sports administration.

Sports administration--Data processing.

Physical Description:

1 online resource (243 pages) : illustrations

Edition:

Second edition.

Place of Publication:

London, England ; New York, New York : Routledge, [2021]

Summary:

This new edition of the bestselling book shares the processes and principles used to implement a data-driven approach to decision-making, targeted marketing, and digital transformation, emulating the approach of brands such as Netflix, Amazon and Spotify but framed for the unique challenges and opportunities of the sports industry.

Contents:

Cover

Half Title

Title

Copyright

Contents

List of figures

Foreword

Preface to the second edition

Preface to the first edition

1 CRM for the digital age

2 The principles of CRM

3 The importance of data

4 Business intelligence and data analytics

5 CRM technology stack

6 Data-driven marketing

7 The role of CRM and data in sponsorship

8 Business change, change management, and culture

9 Data and the law

10 Where do we go from here?

Conclusion

Index.

Notes:

Includes index.

Description based on print version record.

Description based on publisher supplied metadata and other sources.

ISBN:

1-000-34019-8

OCLC:

1232280467