Season Analysis

Impact generated #SeasonAnalysis #ProductAnalytics #FanEngagement #ROIAnalysis #CustomerInsights #MarketingStrategy #CommercialDecisions #DataDrivenInvestment

This project focused on gathering and analyzing comprehensive data from major commercial properties  relevant to the business, covering an entire season and representing over a considerable amount of the company's business investment. It consisted of linking user behavior patterns to “on the field” performance of the company’s commercial properties , evaluating their effectiveness and assessing the Return on the investment made on them. 

Under my guidance, the team delivered in-depth analysis of engagement and reaction range across various segments, enabling stakeholders to better understand audience dynamics and to strategically leverage marketing assets. The Head of Business Intelligence and Analytics, reporting directly to me, led the team’s detailed analytical work, ensuring insights were actionable and aligned with business objectives.

Ultimately, the project resulted in significant business value, informing multimillion-euro commercial strategies and shaping critical marketing decisions to allocate resources more effectively, maximize returns, and optimize engagement with the fan base.

The successful execution established a repeatable blueprint for future analyses, setting the foundation for new KPIs and performance metrics to be adopted beyond the 2025 season. This enhanced the company's analytical maturity, allowing continuous strategic refinement based on comprehensive season-wide evaluations.