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NUFC: Making Qlik Sense of fans

By implementing Qlik Sense, Newcastle United was able to profile its fanbase to enhance communications

The company

With a capacity of over 52,400, St James’ Park is one of the largest football stadiums in the country. The club boasts one of the biggest and most loyal fanbases.

The challenge

The real driver for Data & Insight Manager Chris Scott was to gain a deeper understanding of the fanbase that would underpin engagement, improve communication and help deliver a more bespoke experience.

From the outset it was clear that the club, like many, had a 'data nightmare', with its data cleanse revealing more than 400,000 records without DOB information; certainly not ideal considering legislation in relation to its betting partner.

“I can't praise the TSG team of experts enough. They didn't try to bamboozle me with jargon or try to sell me anything. They genuinely wanted to help find the right solution for the club."

Chris Scott, Data & Insight Manager

The solution

As a result of TSG's implementation of Qlik Sense and expert guidance, Newcastle United has a much better understanding of its fanbase.

The tool also helped the club take care of an incident with away fans sitting in the home end - by identifying tickets bought under a London postcode, the club was able to rescind those tickets.

The solution has also allowed Data & Insight Manager, Chris Scott, to spot patterns and trends within the club's data and improve reporting, bringing together key metrics instead of reporting in isolation.

"TSG is an expert in both technology and how to get the most out of that technology, and we worked together to scope a fantastic Qlik Sense project. It was a definite partnership, with a shared goal to create and manage a robust and flexible data management system. I can say beyond a shadow of a doubt that the work we have done has helped to put the Club on the right foot forward."

- Chris Scott, Data & Insight Manager