Catering for the customer

Sports bodies such as the PGA European Tour are engaging customers by personalising the content they receive

Emmet Ryan

Technology Correspondent @emmetjryan
9th October, 2016
Marc Benioff, founder and chief executive of Salesforce, at last weeks Dreamforce conference in San Francisco

Data analytics is now vital for the success of major sports bodies, according to one of golf’s leading digital gurus.

“Everyone is looking at investing in this. It’s not just about direct product sales. It’s about catering to the fan and pleasing them so we can leverage them for partners and to upsell products to them,” Marc Fernandez, the PGA European Tour’s head of customer relationship management (CRM) and digital commercial, told The...

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