Getting Data Off the Bench and Into the Game: Applications of CRM's Analytical Component in the Sport Industry

摘要

While businesses' practices of Customer Relationship Management (CRM) are hardly new phenomena, assorted changing business trends (such as executive management strategies, industry patterns, software package capabilities, and web applications) have made CRM implementations difficult for many businesses. Quite simply, modern technology has expedited customer-related data collection; however, successful utilization of such data (called "data mining") has proven quite challenging. One particular industry that often finds its businesses swimming with little direction in deep pools of customer data is the sport industry.rnThe purpose of this paper is to examine CRM from a theoretical perspective and present an in-depth analysis of its analytical component and its theoretical applications. Successful examples of these applications of the analytical component by various sport franchises will be examined in mini-case study format, along with a profile of a data mining company that services several high-profile sport clients and an examination of its principles and practices as related to the analytical component of CRM. Pitfalls that hinder the successful execution of CRM will also be examined from a sport perspective. Visual models of CRM applications to sport will also be provided.