This course will provide you with the foundational knowledge and tools to apply data-driven thinking to fan engagement and decision-making that will help any sports rights owner increase revenue, engagement, and participation.
We will look at key principles such as CRM and data strategy, different forms of analysis, email marketing and cross channel marketing automation, and the technologies needed to deliver this.
We’ll also take a look at the relevant data legislation, focusing on GDPR, and will consider the implications of what we call “business change”: the transformation that has to take place for a rights owner to emulate businesses such as Amazon, Netflix, and Spotify, who put data and customers/fans at the heart of their thinking.
I love the way Fiona talks about CRM and data – she’s the only person I know who can take a really complicated subject and make it easy for me to understand. She doesn’t try to blind me with technical words or industry buzzwords – she uses simple language and makes it relevant for what we’re trying to achieve at Roma.
Paul Rogers, Chief Strategy Officer, AS Roma
This is the only online course that will teach you how to use data-driven marketing and decision-making for the unique challenges and opportunities in the business of sports.
This course will show you how to:
You’ll watch me discussing this and much more on video, you can download the transcripts as well as listening, and I’ll be checking your knowledge along the way with our quick quizzes. At the end of each module you’ll then complete an exercise with either me, Rachel, Andrea, or Eugene, which you’ll submit to us for checking. Some of these exercises will introduce you to market leading software, Tableau and SALESmanago.
Along the way you can schedule a one-on-one video call with any of the course tutors, use the online chat function, and join or start a discussion in the forum.
I plan to help you as much as I can as you take this course – and my team will be right at my side to provide additional support.Find out what your course includes
Will I receive a badge/certificate upon finishing the course? Can I publish it on LinkedIn?
Ans: We will provide you with a Winners certificate once you have completed all seven modules and exercises, and yes, we’d be very happy for you to publish it on LinkedIn. We’ll also join you in your celebrations there.
Is there a maximum time to finish the course?
Ans: You will have access to the course for a year from the date you sign up, but we recommend you aim to complete the course over four to seven weeks.
Can I speak with the tutors when taking the course?
Ans: You will be able to book unlimited 1-2-1 video calls with the course tutors which you can use to ask questions, discuss exercises, or talk about anything else related to the course. You can also use an online chat function to ask questions at any time.
Is this course online only?
Ans: Yes, at present, this is an online-only course, but please note that many of your exercises are completed offline.
What software do I need to complete this course?
Ans: You'll need access to the internet, and the use of Excel and PowerPoint. One of your exercises involves the use of Tableau, world leading data visualisation software, so you'll need to download the free Tableau Reader to open it, and you'll be using SALESmanago, a marketing automation platform, for another exercise - access to this will be through your registration.
My first 25 years were spent operating across the key “off-the-field” revenue areas in sports:
I now run a successful CRM and business intelligence consultancy and am also the author of the best-selling book “Winning with data – CRM and analytics in the business of sports”.
Across 6 or 7 years I’ve been asked to guest lecture on various sports business, management, or marketing courses – this led me to produce my own online course to fill any gaps missing in your education and personal development.
Former Chief Strategy Officer, AS Roma
Project Coordinator, Federatia Romana de Fotbal- Romania
President - Sports, BEASY - Blockchain Made Easy, LLC- US
Alan J Seymour
University Lecturer Consultant & Author- Sports Marketing 2020
Commercial Developments, RSC Anderlecht, Former Research & Business Development – IFBI- International Football Business Institute
High Performance Manager – Softball Australia
Chief Executive, Lincoln City FC