J. Dir. Data Digit. Mark. Pract.
Using live data and social amplification to drive fan engagement
2014 was IBM's 25th year sponsoring the Wimbledon Tennis Championships. As the technology partner to the All England Lawn Tennis and Croquet Club, IBM wanted to support the Club's ambition to extend the visitor experience across digital channels. This case study examines how a small group of marketers and sales and agency staff were convened in 'The Punnet' to create visitor personas, map the customer journey and support that journey end-to-end by applying real-time sports analytics data to deliver benchmark-beating results.