Cricket Australia (CA) has partnered up with ticketing and technology company TEG, which is a first of its kind partnership dealing with fan data. Following this, TEG will be using its analytics business platform, Ovation, where it will merge fan data across several topics for Cricket Australia.
While the cricketing board will be accessing data across purchasing tickets, membership, merchandise, and participation, which will be portraying a pretty good understanding of the engagement and purchasing behaviour of the fans.
TEG has already built a data platform naming it, Ovation, which will be connecting with Cricket Australia. The first use of it will be made during the upcoming men’s Ashes series and the Big Bash League (BBL).
This new customer data platform will be measuring fan engagement anonymously through multiple touchpoints. Whether an individual attends a match, purchases merchandise of the teams, signs as a BBL member, or participates in a community club.
After this process, Ovation will be combining the anonymous data collected with TEG-owned Ticketek’s. Following the process, a final result will be drawn which will be bringing a clear and easy picture of the cricket fans and what are their habits.
Speaking on the occasion, TEG Chief Executive, Geoff Jones, said: “TEG has invested many millions of dollars in our data analytics and data science capabilities over a decade to create Ovation, and we are thrilled at this partnership, which is a terrific example of what Ovation’s deep capabilities.”
Adding to it, Cricket Australia Chief Executive, Nick Hockley said: “This is an enormously exciting collaboration, furthering our mission to make cricket a sport for all Australians. By connecting the digital interactions of our fans and participants as they engage with our sport, we can understand and meet their needs, improve their experience and provide a seamless user journey. We look forward to working with TEG’s Ticketek and Ovation on this game-changing partnership.”
Lastly, Andrew Reid, General Manager of Ovation concluded: “The new data platform will deliver on our mission to increase revenues for cricket, generate new fans and get people along to see the game who have yet to experience the magic of the live cricket. It represents the holy grail of higher engagement across all channels and between us we can sell more tickets, increase fan spend on merchandise and foster greater participation in cricket at the grass-roots level.”