Getting closer to the fans: How data can drive greater success


We have written a fair amount here at Filmily about the different types of activations that we can do with the Filmily Platform, creating fun moments for engaging fans whether at an event, following at home or watching at the pub. However, it should always be front of mind that there is huge value in the data that we are able to gather for rights holders and sponsors.

Whether it’s the roar of the crowd at an event, or chatting with your mates watching from your sofa, through the shared passion for the game – sports create powerful connections. But in today's digital age, understanding fans goes beyond the stands. Data holds the key to unlocking deeper insights, building stronger relationships, and ultimately driving success for both sports rights holders and sponsors.

Why data matters

Imagine understanding your fan base like never before. Knowing their favourite players, preferred content, and purchasing habits. Data empowers you to:

  • Personalize experiences: Craft targeted content, promotions, and merchandise that resonate with individual fans.
  • Boost engagement: Create interactive experiences, contests, and polls based on fan preferences.
  • Attract and retain sponsors: Showcase data-driven insights to secure lucrative partnerships based on shared target audiences.
  • Optimize content: Analyse viewing habits to deliver the most captivating and relevant content to fans.

Unlocking the fan vault

Data comes in many forms, each offering valuable insights:

  • Ticket purchases: Demographics, preferred seating areas, and attendance history paint a clear picture of your core audience.
  • Social media: Analyse conversations, reactions, and hashtags to understand fan sentiment and preferences.
  • Mobile app usage: Track user behaviour within your app to uncover engagement patterns and content preferences.
  • User Generated Content: Such as using the Filmily platform to create fun, gamified experiences for your fan base.

Building trust, building a community:

Responsible data collection is paramount. Be transparent about what data you collect, how you use it, and respect user privacy. Offer clear opt-in and opt-out options, and adhere to data protection regulations. By building trust, you create a loyal and engaged community that willingly shares their valuable insights.

Join the game:

Data is your secret weapon to connect with fans, boost engagement, and secure lucrative partnerships. Start collecting responsibly, analyze effectively, and unlock the true potential of your fan base.

Actionable steps:

  • Identify your data collection goals and target audience.
  • Choose appropriate data collection methods that respect privacy.
  • Invest in data analysis tools and expertise.
  • Develop strategies to personalize experiences and content.
  • Communicate data usage transparently to build trust.


At Filmily we are able to gather up to 75 data points per activation, and with average conversion rates at over 40% then this can lead to powerful insights for you and your marketing team to utilise to ensure that you can foster a closer, more personalised relationship with each individual fan.

By embracing the power of data, you can transform your fan engagement and become a champion in the digital arena.

Get in touch with us to learn more about how we can support your data enrichment strategy.

Mark Ashdown

Mark is Filmily's CEO. Supports Arsenal and plays the guitar.

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