Canterbury Bulldogs Data Strategy

With a large, passionate and loyal fan base, the Canterbury-Bankstown Bulldogs are one of the most successful clubs in the NRL, both on and off the field. However, with increasing competition, changing customer expectations and high levels of member churn the Bulldogs needed a data strategy to better manage their customer experience to ultimately drive sustainable revenue growth.

Manningham intro

Understanding the value of data

The Bulldogs engaged W3.Digital to help them better understand the value of their customer data assets, and identify opportunities to improve their data-driven customer management capabilities.

Identifying new ways to connect with fans

W3.Digital analysed key data sources held by the Bulldogs across several systems and platforms, and undertook an extensive assessment of the Bulldogs data-driven customer management capabilities (across strategy, governance, process, people, technology and data). This included:

  • an audit of key Bulldogs customer data assets (fans, members, corporates and sponsors)
  • a review of the Bulldogs data-driven customer management capabilities against leading practice organisations (within and outside of sport)
  • analysis of customer data (including profiling, segmentation and value driver analysis) to identify opportunities for revenue growth through customer acquisition and retention.

Building a roadmap to drive customer revenue outcomes

This provided the Bulldogs with:

  • a detailed roadmap for investment in its data and customer management capabilities over the next two years (including quick-win opportunities)
  • a set of insights and recommendations for the Bulldogs to improve its customer acquisition and retention (for members and corporates)
  • a clean, structured analytical database with a single-customer view allowing the Bulldogs to generate ongoing customer insights.

Bulldogs engaged W3.Digital to improve our understanding and strategic management of the Club’s customer data and the value it derives.

W3 provided a clear roadmap of activity to improve our customer revenue outcomes through data-driven customer management principles. But, more importantly, they have been an integral part of developing a strategy that built on our understanding of how we can improve the way we use data in the coming years to deliver improved customer experiences and in time drive significant revenue outcomes.

We are very happy with their strategic work and I highly recommend them!

Raelene Castle – Chief-Executive


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