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Postseason Playbook: Metrics to track for your end of season report

Updated: Jul 8


Empty Stadium

An end-of-season report is more than just a summary—it's a valuable asset for rights holders to evaluate their performance and plan strategically for the future. This comprehensive report measures success and uncovers growth opportunities, providing a clear picture of the organisation's achievements and the effectiveness of their strategies. By analysing these metrics, rights holders can gain critical insights to refine their approach and drive future success.


By using a Fan Data Platform (A CDP) to its full potential, sports organisations can gain comprehensive insights into their performance. This includes tracking fan base growth to understand what drives fan community expansion, analysing ticket sales metrics to uncover trends and revenue insights, and assessing fan retention through repeat engagement and season ticket renewals.


Additionally, sentiment analysis helps gauge fan emotions from social media and feedback, while engagement metrics provide a clear picture of how fans interact across digital platforms and in-stadium activations. These insights are crucial for making data-driven decisions that enhance fan experiences, boost revenue, and optimise marketing spend.


This postseason playbook outlines the key metrics that should be tracked to compile a comprehensive end-season report. By focusing on these metrics, sports organisations can evaluate their successes, identify areas for improvement, and set the stage for a more successful next season.



7 Top metrics to track for the end-of-season report


1. Revenue Streams

Analysing revenue streams and their performance is essential for effective financial planning and strategic growth.

  • Tickets Sales: Evaluate online and in-stadium tickets sales to identify top-selling stands, most active days, and seasonal trends.

    • Additional Metrics: Average order value, repeat purchase rate, and customer life-time value.

  • Merchandise sales: Analyse online and in-store merchandise sales to pinpoint highest selling products, fan favourite product categories, and trends.

    • Additional Metrics: Home vs Away kit purchases, average cart size,and  abandoned cart value.

  • Membership: Track Paid membership growth to identify loyal fans, most selling membership packages and fan lifetime value. 

    • Additional Metrics: New members, Membership renewal, and fan favourite membership packages. 

2. Sponsorship ROI

Measuring the return on investment for sponsorships ensures that partnerships are beneficial and effective.

  • Sponsor Exposure: Track the visibility and engagement of sponsor logos and mentions across various media.

    • Additional Metrics: Media value, social media mentions, and audience reach.

  • Activation Engagement: Monitor the performance of sponsor activations and promotions during events.

    • Additional Metrics: Participation rate, activation ROI, and fan feedback on activations.

  • Sponsorship Revenue: Analyse the financial impact of sponsorship deals on overall revenue.

    • Additional Metrics: Revenue by sponsor, average deal size, and renewal rate of sponsorship deals.


3. Marketing Campaign Performance

Evaluating marketing campaign performance is vital for refining strategies and improving future campaign effectiveness.

  • Campaign Metrics: Track omnichannel marketing campaign performances (Email, Whatsapp, SMS). Measure open rates, conversion rate, click-through rates, whatsapp and sms delivery rates to evaluate campaign effectiveness.

    • Additional Metrics: Unsubscribe/opt-out rate, list growth rate and engagement rate.

  • Digital Advertising ROI: Assess the return on investment for digital ads to optimise spending and improve results.

    • Additional Metrics: Cost per acquisition (CPA), click-through rate (CTR), and conversion rate by ad platform.

  • Content Engagement: Measure engagement with blog posts, videos, and other content to understand audience preferences and enhance content strategy.

    • Additional Metrics: Average time on page, content share rate, and conversion rate from content.



4. Fan Acquisition and Retention

Fan Acquisition and retention are critical for sustaining fan loyalty and enhancing fan and brand relationship.

  • New fans acquired: Analyse growth in new fan acquisition. Measure first party data to ensure the fan universe is constantly growing.

    • Additional Metrics: Fans acquired through source, and Fans acquired from social media.

  • Social Media followers to Digital Members: Measure fans converting from social media to digital members, indicating overall fan growth.

    • Additional Metrics: Overall social media growth, competition and survey participation.

  • Retention Rates: Monitor the percentage of fans who attend multiple games or renew season tickets to gauge loyalty.

    • Additional Metrics: Retention rate by engagement level, factors influencing retention, and first-time vs. returning fan retention.


5. Ticket Sales and Attendance

Ticket sales and attendance are direct indicators of financial health and fan loyalty. Tracking these metrics provides insights into fan engagement and revenue trends.

  • Total Ticket Sales: Compare sales across seasons to identify trends and growth opportunities.

    • Additional Metrics: Revenue per ticket, average ticket price, and group sales.

  • Game Attendance: Measure average attendance per game and analyse fluctuations to understand fan interest and engagement.

    • Additional Metrics: Attendance by demographic, attendance trend over time, and no-show rate.

  • Season Ticket Renewals: Track renewal rates and analyse factors influencing renewals, such as team performance and promotional offers.

    • Additional Metrics: Renewal rate by segment, early renewal rate, and churn rate.


6. Fan Engagement Metrics

Fan engagement is fundamental to the success of any sports organisation. Monitoring interactions across various platforms can reveal what resonates with fans and identify areas for improvement.

  • Social Media Interactions: Analyse likes, shares, comments, and overall engagement on platforms like Twitter, Facebook, and Instagram to assess fan sentiment and reach.

    • Additional Metrics: Follower growth rate, engagement rate per post, and sentiment analysis.

  • Website Traffic: Track visitors, page views, and session durations to evaluate online engagement and content effectiveness.

    • Additional Metrics: Bounce rate, conversion rate (e.g. competition participation, newsletter sign-ups), and traffic sources.

  • App Engagement: Monitor downloads, active users, and in-app interactions to measure the success of your mobile strategy and identify areas for enhancement.

    • Additional Metrics: Retention rate, average session length, and in-app purchase conversions.

7. Fan Demographics and Behavior

Understanding fan demographics and behaviour is crucial for developing targeted marketing strategies.

  • Demographic Data: Analyse age, gender, location, and other demographic details to understand fan base composition.

    • Additional Metrics: Fan location, household size, fan gender, occupation and income level.

  • Behavioural Data: Monitor purchasing habits, preferred communication channels, and engagement patterns to tailor marketing efforts.

    • Additional Metrics: Purchase frequency, preferred purchasing method, and engagement by channel.

  • Segmentation: Segment your audience based on demographics and behaviour to develop personalised marketing campaigns.

    • Additional Metrics: Segment growth rate, engagement rate by segment, and conversion rate by segment.

Conclusion

The end of the season is a crucial time for sports organisations to reflect on their performance and plan for the future. By tracking these key metrics using a Customer Data Platform, organisations can gain valuable insights that drive data-driven decisions.


From fan engagement and ticket sales to revenue streams and fan satisfaction, each metric provides a piece of the puzzle that can help shape a successful strategy for the next season. Embracing the power of data analytics is not just a trend but a necessity for staying competitive and achieving long-term success in the ever-evolving sports industry.


By focusing on these metrics, sports organisations can ensure they are well-prepared to tackle the challenges and opportunities of the upcoming season, ultimately leading to a more engaged fanbase and a stronger, more successful upcoming season.


To learn more about how a Fan Data Platform (A CDP) can help track these metrics and provide comprehensive solutions for rights holders' growth, as well as to obtain an end-of-season report for your organisation, please contact us.


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