ActiveXchange has released a new dashboard for its ActiveXchange for Sports data intelligence platform, which will empower sporting organisations to “grow the game” by attracting and retaining engaged and loyal members. The dashboard will provide deep insights into current members in addition to highlighting opportunities to tap into unmet demand and increase conversion. The end result will be revenue generation, cost reduction and identification of gaps and gains in local markets.
The dashboard features the below interactive widgets:
- Member-Market Segmentation
- Demographic Profile
- Geographic Profile
- Psychographic Profile
- Behavioural Profile
- Addressable & Unmet Demand
- Location of Unmet Demand
All widgets are interactive and can be broken by site, customer segment, gender, age bracket, geographical classification, recency of customer data, deprivation index and catchment percentile.
Member-Market Segmentation
This feature provides users with a view of their members compared with the market, broken down by the market segmentation available in your area.
By delving deeper into the profiles of members and comparing against the wider market, users can further enhance their understanding of who their members are to inform retention strategies as well as program scheduling, and identify more efficient methods to target potential participants and members of under-represented segments.
Demographic Profile
This feature enables users to understand who their members are, and where there are differences, gaps and gains from comparable market consumers. Demographic profiles can be broken down by age, gender, weekly household income, and whether customers identify as indigenous, are foreign-born and/or speak another language. The dashboard filters will further influence the Demographic Profile data to allow deeper level insight of your customers and market.
Geographic Profile
This feature utilises member location and participation data to gain insight into the catchment area of your sport. This is guided by the Travel Propensity tool, which ActiveXchange continues to develop to inform the reach and appeal of sports. Furthermore the Classification & Deprivation tool displays the Geographic Classification and Deprivation of the areas based on where your members reside. The higher the number, the more deprived the area. It is similarly aimed to identify gaps between your members and market based on Deprivation and convey to internal and external stakeholders the impact of site(s) within local communities.
Psychographic Profile
This feature enables users to understand what influences their members, and can be broken down into a number of categories such as Risk of Inactivity through ActiveXchange proprietary data modelling, and other health-based factors including Concerned about Diabetes, Wants to Lose Weight and Exercises Regularly to Keep Fit.
Behavioural Profile
This feature shows how members engage with your sport. This can be evidenced through various data points captured throughout the lifecycle of a sports membership, in particular; which membership types are the most popular, membership duration by days, and popular activities and programs.
