Agenda

Sports organisations have evolved from traditional sports practices to franchisee ownership. The data analytics is playing a vital role not only in analyzing players’ performance but also in fan engagement, bidding process, and various other aspects of sports organization. 

 

TIME

ACTIVITY

09:30 am - 10:30 am

Customer Life Cycle Management

– Rajendra Srivastava, Dean and Novartis Professor of Marketing Strategy and Innovation, Marketing

10:30 am - 11:30 am 

Tea/Coffee Break(15 Minutes)

11:45 pm - 1:15 pm

Sport and Data in Consumer Behavior and Engagement

– Adam Karg, Senior Lecturer & Course Director (Sport Management), Department of Management, Deakin Business School, Deakin University

1:15 pm - 2:00 pm

Lunch

2:00 pm - 3:00 pm

Panel Discussion 

Panelists – TBA

3:00 pm - 3:15 pmTea/Coffee break

3:15 pm - 4:45 pm

Impact of Digitization / Convergence of Media

– Vijay Srinivasan, CEO, Willow TV International

4:45 pm - 5:30 pm

Organization Case Study

5:30 pm onwards

Networking on cocktails

 

Session details:
  • Customer Life Cycle Management
Effective Customer Life Cycle Management (CLM) ensures optimal customer interaction strategies which in turn increases growth and profitability of a business. Right value built through market facing business process would mitigate churn, demand volatility and enable customer retention both transactional and relational. Using a value creation and extraction framework one can redefine markets, products to service and solutions to build strong brands and fan equity. The session also highlights the importance of leveraging brands, co-branding strategies and their impact on shareholder value.

  • Sport and Data in Consumer Behavior and Engagement
The use of data and analytical techniques to aid strategy is a developing area for the sport industry, with investments being made in systems, technology and human resources in attempts to build and support competitive advantage within sport organisations. Applications of data and analytics within sport are leading to new possibilities in product development, prediction of consumer behaviour and in understanding and refining fan experiences. This presentation focusses on such applications in sport and provides examples of how organisations are adapting practices to add value to different areas of their businesses. The session firstly introduces the psychology of sport fans and frameworks and measurement techniques that are used to segment and assess sport markets. The session then provides new methods to look at engagement and fan equity as concepts within sport consumer behaviour and highlights cases of best-practice delivery of products and services. Finally, data-led approaches to fan development, sponsorships and partnerships are profiled to support where sport brands and consumer bases are being leveraging and extended as assets.
 
  • Impact of Digitization / Convergence of Media
Over the last few years in the sports media space (and broadly in the overall content industry), the line between digital and traditional broadcast has become increasingly blurred. We have seen an active shift in how content owners are looking to maximize their revenues by taking advantage in this shift. Rights deals have become increasingly complex as a result, with broadcasters constantly looking to "stay ahead" of the trends. Content owners are eager to retain certain pieces of the rights, either to exploit on their own directly or to further sell them to other new entrants into the space. The challenge is to be able to do so without diluting the existing investments that other partners have made into the content. We shall discuss the case studies from the sports industry that are worthwhile to explore to see the impact of digital (mobile, TV Everywhere etc) trends on the content industry.