- Data-management Platform ⇒ Data-driven Club
Thanks to SSO implementation, we collect all data on fans in one place, which means we obtain a classical data-management platform. It brings us closer to making decisions based on real figures, which eventually will help us become a data-driven club. It’s an innovative approach that you can boast of to the world. We even think it could be one of the most trending features in 2021.
- Improved personalisation ⇒ Improved marketing and sales actions
By possessing data about fans, you can use them to improve your marketing and sales activities. By carefully segmenting your supporters, you’re getting closer to choose the best approach to meet their needs. Knowing the user’s movement, you can offer various elements that will increase fan engagement, monetisation and sales. Such targeted marketing will lead to a rise in total revenues from merchandise, sponsors and Match Days.
- First-party data > Third-party data
Major browsing platforms [Safari, Firefox, Google] are on the way to make searching on the internet as private as possible. It will become extremely tough to track and target your users if they use multiple platforms and devices. Collecting first-party data instead of third-party will be a game-changer essential to adjust to a new reality.
Moreover, WICKET offers you the entire panel to manage “checkboxes”. You can put any number of “checkboxes” in any application you choose. They can have any content you wish. This will solve all your problems with regulations, GDPR and other legal issues.
Once integrated, SSO becomes your primary source of truth for customer data. It’s so important to process data in the way it’s understandable to every employee in your club. Collecting data and reorganising it is just the first step. The next one is to visualise it so that it’s usable by “non-data people”.
WICKET allows you to conceptualise the progress and effectiveness of your marketing and sales campaigns. The more employees understand the data you have, the greater the chances of your club coming up with new, successful solutions.
- Scalability of SSO = becoming more attractive to new business partners
Single Sign-On can be used in a scalable manner. We can add an infinite number of new applications to an already existing system. This makes us much more attractive to potential new business partners as we facilitate the everyday interactions between supporters and sponsors. It might constitute a break-even point in your negotiations with new brands willing to invest in your organisation!
- Lower cost of data maintenance
Imagine you are an ever-expanding sports club without SSO. What does this mean for you? One, two, three, four, five, six (maybe even more!) databases.
Now imagine you have SSO. What happens? You’re right! Your cost of data maintenance drops significantly. No longer do you need to have several databases – you store everything in one.
Savings quickly offset the relatively high cost of the initial investment in SSO on maintenance costs. In the long-term, lower costs of maintenance save you more money than integrating third-party platforms.
- Internal (in-company) use
SSO can also be used inside the club for employees. This is a great advantage because it proves that SSO facilitates not only football club – fan relations, but also the internal ones such as football club – its employee or employee – employee connections. It’s building a strong sense of community among your fans, as well as clubs’ personnel.
HOW TO IMPLEMENT SSO IN YOUR CLUB
An investment in SSO shouldn’t be an enormous change to a well-organised club. It’s rather the next step in your development. You don’t need incredible changes, but there are some things to be prepared for.
First of all, you need to be ready to change responsibilities within the club’s employees so that the activities are as effective as possible. You need to prepare for the implementation of the SSO by designating a person to handle it. A good practice is to think about the reorganisation of your employees’ responsibilities prior to the implementation of SSO.
Secondly, you have to think of SSO as a long-term project. The implementation can be a bit time-consuming. It may take a moment to integrate various systems and applications that have already been created by you. Nonetheless, it later has a strong positive impact on the possibilities of your club.