Mobile Analytics

was I was playing for the KB for the best Federation already back then and nowadays I still do something for the KB just work for them and under head of marketing digital and football is something we can talk a lot about there's a lot of stuff going on and we could all you know we could do I could tell you a lot about great activations great fan engagement things you could you could do this is an example from the Dallas Mavericks actually a basketball club what they are doing with with Minecraft brilliant brilliant activation is something from Argentina they are implanting a microchip in fans into fans to help with stadium security sort of a season ticket into their arms which is kind of a strange thing to do and we could also talk about eSports this is Western United and Western United just transferred an eSports guy into their team they paid for him and he's playing eSports for the team so there's a lot of digital and football going on and at the KB we also do a lot of nice you know sexy stuff with with digital but we can do all this great innovative stuff but it only makes sense if it helps in your business perspective and from a Federation perspective what we really aim to do is we like to get our football players or football lovers in the Netherlands to enjoy the game of football for as long as possible so a lifelong of football and also at the same time we have the responsibility to nurture the game of football in the Netherlands and that way to grow the football landscape for both our professional club and our local clubs so we have a sort of a different responsibility than some other companies and I'm going to talk to you today a little bit about analytics and how we use it in order to increase all this that is football landscape in the Netherlands and to do that it might be useful to start with a short overview of the football landscape in the Netherlands what does it look like and in the Netherlands the football landscape is actually something like this we have about 70 million people living in the Netherlands and about 1.25 million of them play football at our local clubs and we have about 10 million football fans in the Netherlands and all these 1.25 million people who are playing football the game needs to be organized at the local club so there are about 400,000 volunteers who are organizing all these games you know referees, coaches, in the canteens everybody is working together to make all these people enjoy football and we have about 3,100 clubs in the Netherlands so this landscape is actually pretty solid base for us compared to some other countries so for example this is our case in the Netherlands 66% of all football players play at local clubs who are part of the KNVB if you would compare that to other countries you would see that in most countries this number is quite different it's a little bit lower so we have a really high penetration of local football clubs and players who are playing there and it's a difference we can use also if you look at the total number of football players in the Netherlands you saw the 1.25 million which is about 7% of the Dutch population playing football and if you would compare that to the same countries you would see that it's also it's actually a little bit less than Germany but a lot more than England, France, Spain and other examples so the penetration of football in the Netherlands is quite good and what we have done about 15 years ago we have organized because all these local clubs are they are organized by volunteers and we have organized 15 years ago that administration of all these football players being member of a club is centralized and shared with the KNVB with the Dutch federation so we have information of all the 1.25 million people, folks playing football in the Netherlands and also the former players in the Netherlands which makes quite a good base and database of football profiles in our country so what do we know about all these football lovers? Well we know one thing, we know this graph, this is a pretty important one for us, this is the customer life cycle, the customer lifetime value of football players in the Netherlands or football fans or football lovers in the Netherlands and what you see here the blue line this is a I know it's a difficult graph probably to read for you from a distance I just got this at the end of last week the blue line is the line which shows the customer lifetime value of football players who are a member of a local football club in the Netherlands the green line is football players who used to be a member of local clubs and the red line is football lovers who have never played football actively themselves so what we see the customer lifetime value is much higher if you have been playing or are still playing football nowadays which is pretty obvious but it's nice to know the numbers of it, it's pretty obvious because if you play football there's a bigger chance that you're a fan of football and also a bigger chance that you spend your money on merchandise because you want to play in a kit and you want to do all this stuff in there so this is an important one for us and our research in this side keeps coming up, keeps showing up the same numbers actually so of all these volunteers in the local clubs about 85-90% of them they have been playing football in their past themselves actively or they are still playing actively of all the fans in our stadiums of all the professional clubs about 90% are still playing or have been playing football and it keeps going on and keeps going on the merchandise sales of fans at professional football clubs so for example IHX or PSV who are still playing football themselves they spend about twice as much on merchandise compared to non-players and they're just fans of the same club, just difference in spending so we have a responsibility to grow the total football landscape and we know that active playing and being an active participant at this moment still playing at a local club is a good sign of how much you're going to spend on the game of football. What we are trying to do with that knowledge is we sort of mapped out the football landscape in the Netherlands so you have footballers, men and women and you have fans and you have volunteers those are the three types of roles you can have within football and you have all these life cycles, these ages in which you're currently in and what we try to do is we try to convert everybody from one cell to the other cell and also try to convert them from cells up and down so if you're a footballer we try to convert them into volunteer so actually the previous presenter was talking a little bit about upselling this is something that we keep on and trying to do within our business only difference is that our business is really offline because it's all playing on local pitches instead of at Prezi on an online platform. So this is sort of the holy grill we're using in the Netherlands and the thing is the question is what do we know about these football lovers and we know pretty, we know quite a lot about them. We know they're obviously from the centralized administration it's called Sportlink it's in the top we know the data of their participation history or participation lives but we also know we have an online platform it's called football.nl in which every match statistic is shared and almost everybody who's playing football in the Netherlands uses that site so we know a lot about their online behavior and we also know a lot about their ticketing sales because we bind together the information in the profiles. We know a lot about their merchandising spending we try to use our campaigns and get the information back into the database and we also have their database from the Dutch national team. So we know quite a lot about it and we started about four or five years ago to get this data and combine it together and we actually use it to commercially sell it that's what we use it for. We got all this data together and we just sold it to advertisers and we made some money with it and we used the money to keep the fees for the membership low and we keep the prices for the Dutch national team as low as possible. So we just only commercialized it and there was really, really a waste of a lot of good information because we could use it also for our own purposes. So our question became how can we understand the football lover even better because the information in the first database in which we did all the analytics for commercial purposes just selling the data all this data the only cells that were used that were filled in there were the ones that were commercially viable that were logical to use and to exploit but there was a lot of information that you could use for your own purposes which is not interesting for a lot of partners but it's really interesting for yourself. So we binded together all this information that we didn't use before and we got it and we combined it into one big actually football intelligence platform and that's what we started but we couldn't do it on our own because we are a football federation we are not a federation of analysts not of scientists data scientists so we need a lot of help and we got help from a company which is called SAS maybe you've heard of it I think it's the best analytic analyzing program or software in the Netherlands and maybe even worldwide and we asked them to help us with all this analysis and what we then did was this was about a year ago we combined all this data and then we needed to analyze it even more so we got our team internally and formed it and they do some brilliant stuff but they are with the two of them so there's only so much you can do. So what we're doing with SAS right now is we are trying to get more data scientists data analysts to help us figure out all this data because there is a lot of it going on and going in there and what we did two or three months ago we organized a football hackathon it's called at the local or at our national cup final we had 20 of the brightest data scientists in the Netherlands and we got them together and we asked them to make sort of a alternative year report for ourselves using all this data 24 hours 20 students and we got great insights we got insights about performance on artificial pitches versus natural grass which is a big thing for football players there's no difference it's the same it's all the same the results are all the same we got information on red cards actually teams were playing in a red kit they were playing in get more red cards than teams were playing in the black kit which is something we can use but it's nice to know but we also got some really good information in which regions women's football has a lot of potential to grow in which regions we could do some other products so in only 24 hours we got all these bright students to help us there and we're using them right now we are acquiring and recruiting four or five of them to become structural part of our team and also this information we use it we use it ourselves so we use all this basic information from local clubs for membership programs for learning which regions are best to acquire more football players we use it in ticket sales which days which regions which nationalities which everything is best to sell to we use it to really help increase our efficiency in mailings for our own purposes so our CTO's and CTR's are I think pretty okay and pretty solid compared to a lot of it in the Netherlands and we also use it for emailings for our partners and this has been happening in the past year or so and now the actual challenge is how to use all this data and how to get even more data and increase the football experience because you know that's a challenge how can you increase and use digital and use analytics to increase the experience of the football players in the Netherlands again so what does the future look like for us well it starts with our mobile app it's used by approximately a million of the 1.2 million players in the Netherlands and it's got all the data in there from the games from the competition from everything you can have there we're you know renewing it right now and we're having a new release in about a few months which is going to include digital match forms digital player passes team communication everything you need to organize your match which is going to be on this app and that's a big increase because it's going to give us a lot of data on every goal scorer every yellow and red card every thing that's going on on the pitch it's going to be made available to us and we also it's going to give us a lot of data but we can also make the app something that enriches the football experience of all these football players so for example if you we're currently working right now on a video system which is installed at local pitches and the video system is just recording every match on this pitch and also automatically following the ball making great video content over there and within 10 seconds every great action on a pitch goal move whatever is shared online through all the socials you can use so that means we have about 35,000 matches each weekend if we could have one video system at all local clubs at each local club it's going to give us about 15,000 matches each weekend and it's going to be a huge huge content platform and video content and real time video content actually which is going to increase I mean if you're playing a game and you're scoring a goal and you can share it with your friends online because it's been taped that's a great feeling and everybody who's playing football in the Netherlands and in the world knows the best action the best move of his career they know it they're going to tell it they're going to tell it for years to come at parties in the cafe and now they're going to have it on tape and they can share it and this is going to be something we really believe in and we can also connect it with narrow casting system in the local clubs we can connect it with broadcast broadcasters to have the top 25 you know performances or top 25 actions of the this weekend on amateur pitches on on television or online so there's a there's a lot of opportunity there and we're going to have it into sort of a video live ticker in the app so at every match whenever you're looking for your for your last match result or what your opponents are doing then you have to you the video live ticker with all the video content in there so we are quite hopeful it will give us a lot more to to use in both the data and also in the user experience for our football players and that's actually the last thing I want to say.