Liverpool Football Club - Data Analytics in - SJ Kang

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Liverpool Football Club - Data Analytics in - SJ Kang
SJ Kang _ Data Analytics in Liverpool Football Club

                             Data Analytics in
             Liverpool Football Club

                                                      SJ Kang

                                                  1
Liverpool Football Club - Data Analytics in - SJ Kang
SJ Kang _ Data Analytics in Liverpool Football Club

Table of Contents
1 Introduction ................................................................................................... 3
2 Importance of Fan Data Analytics in Liverpool FC.......................................... 4
  2.1 Stadium Expansion Scheme ...................................................................... 4
  2.2 Internationalisation of Premier League ..................................................... 5
3 Data Ecosystem in Liverpool FC ...................................................................... 6
  3.1 Website – The Hub of Data Ecosystem ...................................................... 7
  3.2 Social Media .............................................................................................. 8
4 Customers and Pricing Strategies in Liverpool FC .......................................... 9
  4.1 Customer Analytics ................................................................................... 9
  4.2 Ticket Price Strategies ............................................................................. 12
5 CRM & Customer Engagement in Liverpool FC ............................................ 15
  5.1 Customer Relationship Management ...................................................... 15
  5.2 Fan Engagement ..................................................................................... 16
6 Recommendations for Liverpool FC ............................................................. 19
  6.1 The Strategies ......................................................................................... 19
7 List of References ......................................................................................... 24

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Liverpool Football Club - Data Analytics in - SJ Kang
SJ Kang _ Data Analytics in Liverpool Football Club

1 Introduction

       Liverpool Football Club (will be written as Liverpool FC or LFC) is an English football
       club founded in 1892 (LFC 2018a). Although LFC could not win the Premier League (PL)
       title after 1990, it is newly acquired by Fenway Sports Group in 2010 and constantly
       aims to involve into international football competition, Champions League (Bennet
       2012; PL 2018a).

       This report aims to find out why LFC needs data analytics and how its data ecosystem
       works first. Then, will mention who are LFC followers and how to communicate.
       Recommendation to improve fan engagement and revenue will be identified lastly.

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Liverpool Football Club - Data Analytics in - SJ Kang
SJ Kang _ Data Analytics in Liverpool Football Club

2 Importance of Fan Data Analytics in Liverpool FC

       Data exists in different forms such as numbers, pictures, and footages (Surma 2011).
       Data is to identify and store relevant information for organisation’s goal (Harrison &
       Bukstein 2017). Analytics refers the process of converting raw data to meaningful
       information (Leibowitz 2014). For LFC, collecting and analysing fan data might be useful
       to know who their fans are and to build business roadmap (Fried & Mumcu 2017).
       Particularly, stadium expansion and growth of international fans require LFC to
       conduct fan analytics (Marr 2015).

  2.1 Stadium Expansion Scheme

       Liverpool FC has started expanding its stadium, Anfield (Financial Times 2018). The first
       phase of stadium reconstruction was completed in 2017 which increased capacity from
       44,000 to 54,000 (SportsPro 2018). This expansion delivered £12 million more
       matchday income to LFC in 2016/17 season than previous season (Telegraph 2018)
       Moreover, the second expansion will be completed until 2021 and grow the capacity
       to 61,000 (This is Anfield 2018). Therefore, LFC should know which fans desire to come
       to Anfield and set up proper strategies to maximise their matchday profit (Brook 2016).

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Liverpool Football Club - Data Analytics in - SJ Kang
SJ Kang _ Data Analytics in Liverpool Football Club

  2.2 Internationalisation of Premier League

       From early 2000, PL started receiving foreign investment and it generated international
       stakeholders, owners, sponsors, players, and so on (Hassan & Hamil 2011). PL is
       currently broadcasted to 212 different countries and it reaches 3 billion international
       audiences (VoiceBox 2018). Therefore, PL could acquire international fans and
       generated £1 billion by oversea TV rights during 2016-2019 (Cleland 2017).

       Since, LFC is holding international event, already 99,000 foreigners are visiting
       Liverpool annually for LFC (BBC 2015). Increasing international fan is a chance for LFC
       to increase TV right revenue. To satisfy international fan group and to collect more fans
       globally, LFC now needs to analyse about this group (PL 2018b).

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Liverpool Football Club - Data Analytics in - SJ Kang
SJ Kang _ Data Analytics in Liverpool Football Club

3 Data Ecosystem in Liverpool FC

       Data ecosystem refers the system can collect, analysis, interpret, and publish data
       (Michener & Brunt 2000). In terms of sport, data analytics were mainly used to get a
       better match result (Severini 2014). However, Orlando Magic, the American basketball
       team, successfully operated smartphone application by cooperating with VenueNext
       and proved the importance of data ecosystem in sport business (Harrison & Bukstein
       2017).

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Liverpool Football Club - Data Analytics in - SJ Kang
SJ Kang _ Data Analytics in Liverpool Football Club

  3.1 Website – The Hub of Data Ecosystem

       LFC website collects fan data mainly when fans make an account. LFC asks basic
       personal information for free registration, but it requires much more data for season
       ticket holders and membership card holders like the screenshots below. LFC even saves
       fan’s credit or debit card detail in its data ecosystem.

       DeLone and McLean (William & Ephraim 2003) said the quality of information, system,
       and service are three important values to judge whether data system successfully
       operates or not. Since LFC records high quality of fan information, like, payment card
       and purchase history, this report can say LFC website has stable data ecosystem.

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Liverpool Football Club - Data Analytics in - SJ Kang
SJ Kang _ Data Analytics in Liverpool Football Club

  3.2 Social Media

        Additionally, Fans can easily navigate from LFC website to social media. Moreover,
       hyperlinks from social media to official online LFC store is also well organised. Since,
       LFC organised good data system, fans can easily navigate LFC platforms without
       disturbance (Karayanni & Baltas 2003). Furthermore, LFC can also easily collect fan
       data, for example, how fan could access to LFC website or what is the process of
       purchasing shirts and product in online store (Bota 2009).

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Liverpool Football Club - Data Analytics in - SJ Kang
SJ Kang _ Data Analytics in Liverpool Football Club

4 Customers and Pricing Strategies in Liverpool FC

       Matchday income is third biggest revenue source in LFC (Millward 2013). To drive
       revenue, setting appropriate price is important based on customer data (Bejou &
       Palmer 2012). This section analyses LFC’s current and potential match ticket customers.

  4.1 Customer Analytics

       Based on customer transaction data, this report divided customers into three
       segments like figure 13.

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Liverpool Football Club - Data Analytics in - SJ Kang
SJ Kang _ Data Analytics in Liverpool Football Club

     4.1.1 Season Ticket Holders

       TalkSports (2017) researched
       that season ticket holders filled
       nearly 46% of Anfield seats in
       2016/17 season by selling 25,000
       season tickets. LFC runs ticket
       exchange policy for this group in
       case they cannot attend the
       match. Season ticket holders
       tend to be more loyal than other
       fans and geographically live near
       Liverpool (Schreyer, Schmidt, &
       Torgler 2018).

     4.1.2 Membership Card Holders (Members)

       In LFC and this report, ‘LFC members’ refers customers who purchased membership
       card. Three types of membership cards are existing but only full and light members are
       authorised to purchase remained tickets after season ticket holders choose their seats
       (LFC 2018b). Full membership is £35.99 while light is £26.99, instead, full members
       receive souvenirs. This shows full members are interested in merchandised product
       while light members are price sensitive (Adeinat & Ventura 2015).

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SJ Kang _ Data Analytics in Liverpool Football Club

     4.1.3 Non-members

       Non-members in this report refers LFC supporters but have not purchased neither
       season ticket or membership card. International supporter represents this group, and
       they officially have no way to purchase LFC’s match ticket

       According to VisitBritain (This is Anfield 2015), approximately 99,000 foreigners visited
       Anfield in 2014, which was second highest record among PL teams. International fans
       geographically cannot attend match regularly, but support LFC through purchasing
       merchandised product or engaging in LFC social media (Rookwood & Chan 2011).

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SJ Kang _ Data Analytics in Liverpool Football Club

  4.2 Ticket Price Strategies

       This section defines which ticket price strategy LFC is using and compare the ticket
       price with other PL clubs. Figure 17 shows three types of ticket pricing strategies.

     4.2.1 Season Ticket Holders & Members

       LFC adapted premium seat pricing for both
       season ticket and membership card holders,
       although several PL teams start applying
       variable pricing. LFC divided the quality of
       seats into 12 tiers (LFC 2018c).

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SJ Kang _ Data Analytics in Liverpool Football Club

       Still, LFC average
       ticket    price   is
       more expensive
       than other PL
       teams.      During
       2017/18 season,
       LFC’s      highest
       season       ticket
       price was £869,
       while      average
       PL’s       highest
       season ticket was
       £843.58       (BBC
       2017). Furthermore, single ticket was the most expensive price between PL teams
       outside of London (LFC 2018c).

       This expensive ticket price caused LFC fans to complain (Liverpool Echo 2014). Some
       fans started holding banners during the match or writing posts on social media to
       complain expensive tickets (This is Anfield 2016).

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SJ Kang _ Data Analytics in Liverpool Football Club

     4.2.2 Non-members

       As 4.1.3 mentioned, non-members, especially international followers, geographically
       cannot attend the match regularly. However, they are willing to travel to Liverpool,
       and highly desire to watch LFC match more than anyone (Nishio 2016).

       One unofficial way to get ticket is using resale market. For example, Stubhub, well-
       known ticket resale market, currently sells LFC tickets from £175 up to nearly £650. It
       is at least five times more expensive price than the original one. Unfortunately, resale
       market does not guarantee if the seller sells real tickets or not (Griffith 2015).
       Nevertheless, some desperate international fans purchase those ticket regardless of
       price and uncertainty (Dayer & Martin 2010).

       Section 6 will discuss more about how to drive revenue by overcoming these situations.

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SJ Kang _ Data Analytics in Liverpool Football Club

5 CRM & Customer Engagement in Liverpool FC

       This section addresses the importance of CRM and customer engagement, then
       mentions how LFC is doing well in these fields.

  5.1 Customer Relationship Management

       CRM is an abbreviation of Customer Relationship Management (Ruivo, Oliveira, &
       Mestre 2017). According to Dyche’s (Dyche 2002) CRM definition, LFC will be able to
       keep loyal fans, maximise current customers value, and gain potential international
       supporters by continuously keep relationship with fans.

     5.1.1 Building Current Fan’s Loyalty

       As section 3.1 mentioned, LFC automatically renews season ticket and membership
       because renewing season ticket is football fans’ one propensity model (Mcdonald, Karg,
       & Leckie 2014).

       LFC also realises members are willing to attend the match regularly based on member’s
       transactional information. For these fans, LFC runs Auto Cup Scheme which LFC will
       automatically purchase the cup match tickets for members who registered their
       payable cards (LFC 2018d). As fan regularly attend every cup game, their loyalty will
       grow.

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SJ Kang _ Data Analytics in Liverpool Football Club

     5.1.2 Interaction with International Fans

       LFC organises the event, LFC World, in eight different Asian countries to both acquire
       new fans and grow loyalty of existing international fans (LFC 2018e).

       In 2018, LFC World was held in
       Seoul, South Korea for three
       days (LFC 2018f). During this
       event, LFC prepared tables and
       collected Korean fans’ personal
       details.    After     then,      LFC
       randomly chose one fan to give
       a free opportunity to visit
       Anfield.     This       opportunity
       motivated      Korean     fans    to
       spontaneously complete their
       personal detail specifically. LFC,
       therefore, form CRM system with South Korean fans.

  5.2 Fan Engagement

       Fan engagement, in sport, can be watching sport, buying merchandised products, or
       having sport conversation with others (Bristow & Sebastian 2001). Since technology
       developed, fans now can engage in sport through social media by reading and writing
       the posts (Vale & Fernandes 2018).

       Higher fan engagement helps sport teams to grow fan loyalty and to acquire new fans
       (Loop & Malyshev 2013). This report will analyse LFC’s Facebook and Instagram pages
       where fan engagement occurs (Macy & Tompson 2011).

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SJ Kang _ Data Analytics in Liverpool Football Club

     5.2.1 Instagram

       Instagram is LFC’s biggest social media followed by 10.7 million (Statflux 2018). LFC and
       Tottenham Hotspurs are keeping high fan engagement in Instagram which is 2%, while
       other PL clubs retain generally between 0.5% to1% of engagement (Statflux 2018).

       Fan engagement highly occurs when LFC posts its celebrity, Mohamed Salah (Statflux
       2018). Moreover, LFC makes fans to feel nostalgia by posting pictures and videos of
       former players and LFC’s greatest moment (Goodman 2012).

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SJ Kang _ Data Analytics in Liverpool Football Club

     5.2.2 Facebook

       LFC’s main Facebook page has approximately
       8,800,000 followers which is lower than
       Instagram, but has more than 100 official LFC
       supporters club Facebook page all around the
       world. Each page offers different languages so
       that foreign fans can easily understand the
       posts and communicate with LFC.

                                                               Furthermore,       LFC       runs
                                                               International            Football
                                                               Academy      in   30     different
                                                               countries         (International
                                                               Academy 2018). Each academy
                                                               has their own Facebook page.
                                                               They also post the picture of
                                                               young       students     learning
                                                               football in different language
       so that LFC can raise young future avid fan globally. These pages are directly linked to
       LFC online store so international fans can easily shop and engage in LFC by purchasing
       product (Gao & Koufaris 2006).

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SJ Kang _ Data Analytics in Liverpool Football Club

6 Recommendations for Liverpool FC

       Recommendations will be suggested based on TiMMS. It is an acronym of Ticket
       Marketing, Sales and Service and the purpose is to design business roadmap for LFC to
       increase attendance rate and fan engagement (Farris 2016).

  6.1 The Strategies

       Match attendance is already very high in LFC. 52,958 people attended match in average,
       while stadium’s capacity was 54,000 in 2017/18 season (Statista 2018). However, the
       capacity will be 61,000 in 2021, so LFC must think about how to fill 7,000 more
       attendances.

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SJ Kang _ Data Analytics in Liverpool Football Club

     6.1.1 Retain Avid Fans – Season Ticket Holders

       Consulting company, Aspire group, generally suggests sport teams to retain 85% of
       season tickets holders (Van Riper 2012). However, LFC is offering auto season ticket
       renewal service, so this report asks LFC to keep 95% of renewal. Moreover, LFC should
       sell 2,500 more season tickets because some fans already desire to purchase season
       ticket.

       As 4.1.1 mentioned, season ticket
       holders geographically live near
       Liverpool. Therefore, community-
       based      campaign      can   affect
       season ticket holders (Blumrodt,
       Bryson, & Flanagan 2012). For
       example,      Wolverhampton        FC
       runs      quite   well    organised
       foundation which supports the
       city, Wolverhampton, to be a healthy place as below.

       LFC owns foundation department, but it should be more revitalised. Devoting to make
       Liverpool better city will help LFC fans to be more passionate fans.

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SJ Kang _ Data Analytics in Liverpool Football Club

     6.1.2 Grow Casual Fans – LFC Members

       According to Mullin’s
       (2014)    fan      escalator
       theory,    clubs     should
       grow casual fans to be
       more            passionate.
       Releasing 3,000 seats
       for members can offer
       more match experience
       and lift them to the top
       place on escalator in the
       future.

       Full Membership Card Holders

       Refer to the section 4.1.2, full membership fans are interested in merchandised
       products which means they can be easily conversed to purchase product. So, exposure
       them into advertisement will be good tactic (Samat, Hashim, & Yusoff 2015). Using
       social media advertisement is a good example (Stander, Van Zyl, & Motaung 2016).

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SJ Kang _ Data Analytics in Liverpool Football Club

       Light Membership Card Holders

       Light members are price sensitive customer. For them, selling discounted product is
       effective selling tactic (Burton et al. 2014). Particularly, in the end of the season, the
       old shirts value drops because the new shirts will be released soon (Beech & Chadwick
       2007). Therefore, LFC should send email or phone message that ‘LFC is clearing
       inventories with huge discount’ based on fan data in CRM system. Such a discount
       campaign in the end of season will help LFC to reduce inventories and increase revenue.

     6.1.3 Acquire New Fans – International Fans

       Existing International Fans

       Although, LFC is not selling tickets to international fans now, this report highly
       recommends setting up new ticket sale scheme named ‘international ticket scheme.’
       This releases 1,500 tickets to international fans to be new ticket customers. However,
       with twice more expensive price.

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SJ Kang _ Data Analytics in Liverpool Football Club

       Like 4.2.2 said, international fans often use ticket resale market to purchase five times
       more expensive tickets with uncertainty. However, with this new scheme, LFC
       guarantees that tickets are not fake, and tickets are much cheaper than the resale
       market. Once international fans watch LFC match through this scheme, their fan loyalty
       will grow. Furthermore, LFC can earn 3,000 seat’s profits by only selling 1,500 tickets.

       New International Fans

       Additionally, running social media in different languages and holding global events
       regularly are important for LFC not only to communicate with existing international
       fans, but also, to poach new LFC fans. In sports business, it is hard to take rival team’s
       fans, so targeting non-football fans will be a good idea (James 2016). For example,
       Sport team image is generally proportional to its sponsor image (Kelly et al. 2016).
       Therefore, LFC should consider the image of the company when they choose the global
       sponsors.

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SJ Kang _ Data Analytics in Liverpool Football Club

7 List of References

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      Bejou, D. & Palmer, A. (2012) The future of relationship marketing. New York: Routledge

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      Bóta, L. (2009) ‘Web page navigation analyses for marketing management decision-
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      Hassan, D. & Hamil, S. (ed.) (2011) Who owns football? the governance and
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