Customer and social media data in sports marketing – Guidebook
Koivisto, Arttu (2018)
Koivisto, Arttu
Haaga-Helia ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201805117629
https://urn.fi/URN:NBN:fi:amk-201805117629
Tiivistelmä
The objective of this thesis was to find out how the semi-professional Finnish American football organizations are currently utilizing online digital tools, such as websites, social media and collected data, in their activities and organizational development. In addition to that, the purpose was to chart the views from the organizations about the utilization of business intelligence in sports management in the future. The research method used was a semi-structured internet questionnaire. In this research, the research method used was census study. The study was created by using both quantitative and qualitative methods. The questionnaire was sent to 13 different organizations. The target group of this research is the organizations playing under the American Football Association of Finland and representing the country’s highest level in the sport. The members of the target group have been chosen based on their goals towards professionalism in their sports activities.
The research indicated, as expected, that the available tools for fanbase and website data collection and analyzing are not familiar enough for the key personnel in the organizations. One of the purposes of this thesis was to present how to collect relevant data and utilize it in semi-professional sports teams in Finland in order to improve the financial state of the organization and its functioning. Based on the research conducted, there is a clear necessity of this kind of guidebook in developing and growing sports organizations. It is desirable, that this thesis would help the organizations to fully understand the true value of web-site, social media and fanbase data in their everyday operations and would inspire them to make the necessary steps to utilizing data in practice.
In other words, the organizations might be aware of the lack of sport management and marketing within their functioning, but as the research indicates, the resources or priorities are not enough for systematic utilization of business intelligence and digital marketing in order to expand the fanbase or enhance sponsor acquisition, which then again is in conflict with the situation if the organizations are struggling with economic problems and not filling the seats to their sport events.
The research indicated, as expected, that the available tools for fanbase and website data collection and analyzing are not familiar enough for the key personnel in the organizations. One of the purposes of this thesis was to present how to collect relevant data and utilize it in semi-professional sports teams in Finland in order to improve the financial state of the organization and its functioning. Based on the research conducted, there is a clear necessity of this kind of guidebook in developing and growing sports organizations. It is desirable, that this thesis would help the organizations to fully understand the true value of web-site, social media and fanbase data in their everyday operations and would inspire them to make the necessary steps to utilizing data in practice.
In other words, the organizations might be aware of the lack of sport management and marketing within their functioning, but as the research indicates, the resources or priorities are not enough for systematic utilization of business intelligence and digital marketing in order to expand the fanbase or enhance sponsor acquisition, which then again is in conflict with the situation if the organizations are struggling with economic problems and not filling the seats to their sport events.