Cricket Australia is the national governing body for the game in Australia. Their vision is for cricket to be Australia’s favourite sport through world class fan engagement.
However, Cricket Australia had difficulty engaging with their fans in a personalised way. They had multiple platforms, no single view of customer and lacked coordination across their 8 associations.
To achieve their goal, Cricket Australia chose to work with Profisee, a Master Data Management system. Read the case study to see how they:
- Merged data from 12 disparate systems into 1 master system, with the data also being integrated downstream
- Increased their marketable database by 27% from Day 1 go-live
- Reduced risk of breaching spam regulations and disengaging fans
Cricket Australia says,
“We have moved onto the one system for marketing and managing fan data. Not only is this efficient, each business can gain extra value in their data from the matching and harmonisation process.”