Today, most companies are looking for the process of digitalization constantly, the famous process of Digital Transformation, with a very representative investment and actions that improve the lives of those who depend on that process. In sport and soccer the strategy would not be different.
Observing from an innovative point of view, we can conclude that the top sport institutions are well advanced in the requirement of product and service development, direct competition and the game in general, improvements in the experience with match game, stadium security, contracting and player control and many other aspects.
But the process of digitization, for example in soccer, according to consultancy PwC, can be divided into three steps: Engagement, Monetization, Lifetime value. Same application format of the traditional digital conversion funnel, with less complexity of course.
It is important to note that most clubs around the world are still in the process of Monetization, with great difficulty in how to convert fans to potential buyers, whether through the club’s e-commerce fans, tickets, official products and other benefits Fans.
An interesting example is Brazil, that almost 100% of the clubs (including the CBF) cannot trace behavioral buying data from the public that buys their products, with the public that is a fan club, making it difficult to process personalized content, not can customize the fan experience with the club.
Each fan is in a consumption phase, whether it is content, product or service related to the club, but they do not evolve easily because the club’s strategy is limited to outsourcing that service or strategy, being that it is most interested in growth of revenue. All this need is solved by Business Intelligence strategy and planning, with a big focus on Bigdata and Machine Learning, few clubs are talking about it in the world, they have not realized that this is the present and not the future.
The integrated approach to fan data analysis helps the club to have a complete view and to enhance the fan experience that are not just consumers. This degree of relevance to the fan is a great benefit to the club by increasing the number, frequency and intensity of interactions and engagement.
But for this the club needs to understand fan by fan, to create clusters of behaviors. Clubs that know how to work with this strategy (ex. Real Madrid and PSG) of data analysis incorporating their solutions in the different platforms can work more effectively, offering content, products, and promotions more relevant to users.
We know that the present for the future will have to impact only fully connected fans and in a complete scanning process, engaging these users will be a 100% rule focused on customizing the experience, practically a 1 to 1 conversation.
This process will not only happen with social networks and content portals and clubs, we have already started a process of consumption of video content customized with YouTube, this process will evolve with Netflix, Mycujo and Fox Sports. All of these platforms will soon be smart enough to suggest the right content for each of us.
Thinking about this transformation, which clubs and confederations are better prepared to reach the conversion phase in sales?
To analyze in practice how clubs or sports organizations are working, let’s start by analyzing FIFA’s digital maturity, taking into account all factors relevant to the conversion of fans.
The FIFA website has an average of 20 million visits a month, with excellent numbers related to average navigation time (00:04:47), with average pages per visit of 4.81 and a good bounce rate of 41.51%.
The website does not have a Portuguese version, even though it knows that today the second largest public of its site is of Brazilians (more than 2 million visitors), even though it knows that one of the countries with more engagement of content related to football, not to mention the factors related to achievements and titles.
More than 50% of FIFA page hits are converted by searches made on Google, only 4% of social networks, a low number for Facebook with more than 3 million, Twitter with more than 11 million, Instagram with more than 6 million followers, YouTube with more than 2 million subscribers.
FIFA on Google
When we look at FIFA-related mentions on Google, we can see that the word is more related to the game than the football institution, but by the time of the World Cup there is a great growth of direct searches for football.
The FIFA e-commerce has an average of 500 thousand visitors, with average numbers of pages per visit (3.21), navigation time (00:01:52) and bounce rate (44.78%). Of these store visitors, 39% are Russians, imposed by the proximity to the World Cup. The largest conversion of the store comes from the fifa.com website (56%), a great conversion number.