Tottenham Hotspur Football Club wanted to build a forward-looking and actionable segmentation of Spurs’ fans and followers, in order to deliver greater value to customers and supporters, while increasing retention, spend value and frequency, with a view to a sustainable transition into the new stadium.
We used an integrated segmentation approach, which cleverly integrated data from the client’s own CRM database with the Kantar Media Division’s bespoke research and data asset, TGI.
Using the above approach gave us a better understanding of Spurs’ customers and supporters needs and mindsets.
An up-to-date, actionable audience framework has now been created and is in use across the business. This helps the club to select the most relevant experiences for Spurs followers, inform the club’s communications planning, and secure new key partnerships.