TOPICSMoving from academia to the practical side of footballHow they started their CRM systemWhere the data was stored in the early days?Connecting established and disparate databasesWhat conversations did you need to have internallyNarrowing down the scope of your CRMThe specific issue: how to arrest a fall in season ticket sales.SurveyingHow do your message each segment correctly?The relationship with the content teamsWhat other campaigns do you createWho does the analysis?Those ‘cheap early wins’ what were they?What did not work?When the critics jump and say: "look it won't work"Demographics v sentiment segmentationAZ's clustering campaignThe idea of promoting content, not just transactional campaignsUsing the fans for mutual benefitHow do you plan for scale?What metrics prove success?What about the influence of team performance?