It is important for the KNVB to know their fans. Who are they, what do they do, what are their interests and what are their needs? The more and relevant data is available about the fans, the better profiles they can create of the different types of fans. For example, will they travel to Hamburg for this European Championship or will they stay at home? Do they visit the stadium or stay in the center? Do they mainly follow the Dutch national team or also the Orange Lionesses? But also, are the fans themselves footballers, coaches or Turkey Phone Number in football in some other way?
By knowing your supporters, you can offer them relevant and personalized content much better. This was also the starting point of the KNVB, because every football fan experiences football in his or her own unique way. A novice trainer receives a lot of information and opportunities online to grow in the profession. And an Oranje supporter receives relevant information about matches.
It is important for a director to know what is needed to properly manage an association, while a referee wants to know which matches are being played during the weekend. By mapping the different personas and their information needs, you can serve them better and therefore involve them more.
Using data
Measuring is knowing. . For example, the KNVB collects all kinds of data from Oranje fans via various platforms, including the Oranje app. With the help of an intelligence platform - KNVB uses SAS Customer Intelligence 360 - it is possible to find out from all these different fans what information is important to them.
This allows you to better determine which fan you are dealing with and what behavior he or she exhibits. For example, the KNVB gains insight via the Oranje app into what content the fan likes to watch, whether it is videos, match results or news reports. Based on this, the app, but also the website, can be personalized to the fan's preferences.