Page 75 - Overthrow_Black&WhiteVersion

missing. And then the bigger it got, the more we realised that there were fans of COPA90 in Brazil that felt exactly the same as fans in Wales or Sydney, Australia. Football is a brilliant reflection of the world at large. Why we have become the People’s Champion around football fans is because there are so many home truths that exist in the UK that also exist in the US or Canada or Argentina.
What role does data play in your marketing?
Unsurprisingly, data plays a huge role in everything we do. We have a completely proprietary fan metric, called ‘The F Factor’, which measures attitudinal and behavioural responses to our content and brand.
It allows us to target content and brand messages and, in truth, understand our fan base as well as possible. At the beginning of this year we also
ran a big survey of football fans around the world, which is called the Modern Fan Report. It’s something we’re now going to do twice a year, going forward.
We do sentiment analysis and a brand tracker, again amongst a group of fans here and in the US, and all of that is data-derived or data-driven. We’re not a slave to the data; there are plenty of stories we’ll tell just on the basis that we want to tell that story. So again, we’re not slave to one algorithm or another. What we do is use data to influence and steer the right decision-making within the business.
74 People's Champion