Chelsea Football Club is set to create a single view of all its customers in a bid to improve its business intelligence for marketing campaigns.
The firm will implement Smartfocus marketing software to consolidate all its data sources. It wants a consistent, predictable set of data on its supporters. The software will be managed by Smartfocus.
Chelsea FC, which has a 42,000-seat stadium, said it will use this data to create promotional campaigns that are more highly targeted and personalized to each supporter, and it will also be able to better analyze the results of those efforts.
Natalie Waddell, head of customer relationship management at Chelsea FC, said that with the "right tools", the club "will be able to understand our consumers better, communicate and tailor our campaigns more effectively and develop the right products and services".