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Winning With Data


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Table of Contents

Chapter 1 CRM for the Digital Age; Chapter 2 The Principles of CRM; Chapter 3 The Importance of Data; Chapter 4 Business Intelligence and Data Analytics; Chapter 5 CRM Technology Stack; Chapter 6 Data-driven Marketing; Chapter 7 The Role of CRM and Data in Sponsorship; Chapter 8 Business Change and Change Management; Chapter 9 Data and the Law; Chapter 10 Where do we go from here?

About the Author

Fiona Green has worked in the sports industry for 30 years, representing rights owners across sponsorship, TV rights, and merchandise. Fiona moved into the field of CRM and BI over seven years ago and now runs a specialist sports consultancy, Winners, based in Manchester.


"Winning with Data" breaks through the traditional definition to declare that CRM is more than a vehicle to track the sales funnel. It does an outstanding job of unveiling the tangible ways that CRM can lead to predictive analytics, targeted marketing, and highly efficient customer acquisition and retention. This is the foundation of the formula to building deep emotional engagement with fans and maximizing their lifetime value." -Vince Gennaro, Associate Dean, New York University, Preston Robert Tisch Institute for Global Sport

"With this book Fiona Green offers a refreshingly straight-forward take on the complex and quickly evolving areas of CRM, customer engagement and data intelligence in an easy to consume style. Most importantly, through a variety of detailed case studies, she makes an extremely compelling argument for why professional sports teams and organizations need to implement modern customer engagement techniques and strategies to create valuable, ongoing relationships with tech-savvy fans and sponsors." - Brent Leary, Managing Partner, CRM Essentials, LLC

"You may think you know CRM, but CRM in the sport industry has so many specificities that Winning with Data was more than necessary to support organisations willing to start or consolidate their data driven marketing transition. Fiona found the right balance between theory and use cases to make every chapter of her book easily actionable for sports organization teams, from operational colleagues to top management." - Penelope Tomasi, Head of CRM, UEFA

"It's refreshing to read about the use of CRM to increase the number of people playing and volunteering in sport, in addition to the more traditional rationale. It's important we continue to focus on the growth of our sports - some of the methods discussed in the book can be easily applied to that task. I recommend this for other professionals with a responsibility for sports development." - Sunil Gulati, President, U.S. Soccer Federation, FIFA Committee member, Senior Lecturer, Columbia University

"This book is an excellent guide to using CRM in sport. It focuses on the critical points sports management must get right to get the full benefits of CRM. It is well written and organised and will become a key resource for the industry." - Laurajean Holmgren, Deputy Academic Director, Sports Management, Columbia University, New York

"This book is for anybody who works with sports fans and who needs to understand more about CRM. There are so many great examples from sport and from other business areas to illustrate how to be more effective in how we manage our commercial relationships with fans and B2B contacts. It's great to see so many examples from the MLS, NBA and NHL, with endorsements from leading figures in the sports industry. Fiona Green writes with authority, having seen the evolution of marketing in sports, not only in the UK, but across many different markets, and she clearly embraces newer forms of customer relationship management. This is a must read book for our many football business and sports students who will gain insight into the successful campaigns of some many sports clubs and sporting organisations." - Dr Nick Wilde, Head of Academics - Post Graduate, UCFB Wembley

"Winning with Data" is not just a book that needed to be written, but something the sports industry has been crying out for. Fiona has that ability to bring to the subject of data to life in ways few others can and her passion comes across whether it is through her writing or speaking on stage in front of 200 people. A book I expect to see on the shelf at every sports business very soon." - Daniel McLaren, Founder & CEO, Digital Sport, Sports Podcaster, Event Organiser and Host

"There are two factors in 2018 and beyond that dictate success in sport business - one is something that has always been and will continue to be essential - Talent. The other is data - not just the numbers but the insight and intellect of the talent generating the data, working with the data and making decisions based upon that data. Fiona Green's Winning with Data - CRM and Analytics for the Business of Sports - describes what talent plus date equals - namely sport business intelligence." - Dr. William A. "Bill" Sutton, Professor of Marketing and Founding Director of the Vinik Graduate Sport Business Program, University of South Florida, Principal, Bill Sutton & Associates

"Winning with Data provides the perfect balance of philosophy and practicality when it comes to the evolution of CRM and data in the sports industry. It speaks across roles and departments, from the simple to the sophisticated, providing insights that can undoubtedly be applied to any organization." - Russell Scibetti, President, KORE Planning & Insights

"Fiona Green speaks with authority and this book captures her knowledge brilliantly. Well informed and researched, Fiona has delivered a book that gets to the heart of the matter and gives insight to those charged with the strategic vision of an organisation. The world of sports business continues to grow and become ever more complex as new markets are explored and old ones are developed. Having a clear understanding of how, through clear strategic thinking and the use of analytics can help develop the business is essential to the continued growth of our beloved sports clubs locally, nationally and internationally." - Aaron Gourley, Editor, fcbusiness magazine

"I was so excited when Fiona Green said she was writing Winning With Data as I always learn when I chat with her. I was not disappointed as Fiona helps explain both the high level concepts with real world CRM execution examples from sports industry. It will be an important read across sports industry not just CRM practitioners, I know I'll be handing out copies to digital colleagues to help them understand the importance data plays in everything they do. Everyone is on a CRM journey and with this book Fiona is there by your side." - Sean Callanan, Founder,

"This book is a must-read, not only for sports governing bodies and clubs, but for anyone operating in the sponsorship and sports industries. Not only does Fiona Green demystify CRM, she sets out so clearly how it can and must become the central platform to any sports business. 'Winning with Data' is one of those books that I will remember reading and thinking "that explained CRM and showed me, not only the importance of using it to equip and improve a business, but how to do so." - Karen Earl, Karen Earl Sponsorship and Synergy (1984 - 2012), Chairman European Sponsorship Association (2007 - 2017)

"In a time when we can be swallowed whole by data and what to do with it, Fiona Green gives us a read that we can easily digest. It is a very clear, simple and practical look at the best uses of data to achieve business goals big and small; an excellent primer for those looking to get a better feel or the industry veteran who might have missed a step. One for both the bookshelf and the classroom." - Joe Favorito, Independent sports consultant and author, Columbia University Faculty Member, one of Forbes "50 Sports Business Must Follows", Huffington Post's "Sports Media People To Follow", and Sports Business Journal's "Power Players"

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