How FastStats helped Everton FC Win Hearts & Minds of Fans

Our client, Everton Football Club, is one of a growing number of businesses relying on data-driven insight. In fact, it’s now at the very heart of their organisation.

For the 2017/2018 season, they set out to secure record retention of Season Ticket holders. This was no mean feat and equated to just over 31, 000 Season Ticket sales.

To achieve this, they knew they had to win the hearts and minds of Evertonians. In short, they need to build a strong connection with their fans. They understood the importance of creating a personal matchday experience that is very memorable. One, in fact, that their supporters would want to savour, again and again.

Data-driven insight

For all that to become possible, the Club realises that data-driven insight is critical. Mainly in helping them get business decisions right. Therefore, Everton calls on Qbase, Apteco’s top-performing partner, to help.

By the end of the campaign, the Club had a new segmentation approach in place and had achieved unprecedented levels of analysis with Apteco FastStats.

It shaped their most successful personalised marketing campaign in the history of the club. They had a record retention rate of 94% amongst existing Season Ticket holders and 85% of high churn risk fans had renewed. Overall, the move initially generates an additional £300k of revenue.

This Everton FC Case Study FV shows how Everton and Qbase worked together to achieve this success. If you would like to find out how we can help you benefit from FastStats in your business do get in touch.