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The NRL’s Melbourne Storm has partnered with leading sport and entertainment agency Gemba to accelerate the Club’s data and analytics strategy.

The engagement follows the August announcement that fellow NRL club, the Parramatta Eels, had partnered with Gemba to similarly understand and improve data capabilities.

In a competitive process, Gemba was selected to critically analyse Storm’s data and systems and to help implement priority recommendations arising from the review.

Nick Haslam, Storm’s Chief Commercial Officer, said despite sustained on-field success over recent years the Storm can continue to improve its use of data to drive off-field results, stating “we’re fortunate to have one of the largest supporter bases of any professional team in the country who have stuck by the Club through the highs and lows to help us achieve great success on and off the field.

“We’re looking forward to working with Gemba to improve the way we use our data and systems to talk to, and deliver outcomes for, our members and partners well into the future.”

Gemba Managing Director, Andrew Condon, said the partnership with the Storm was another proof point of Gemba’s data and analytics capabilities in the sports and entertainment arena.

Condon noted “as an agency we have evolved along with our clients as they place more emphasis on improving ROI from their data investments. COVID has put added pressure on everyone but it’s probably increased the importance of getting the most from first party and third party data sources to find opportunities for growth.”

Gemba’s Head of Strategy and Insights, Craig Roberts, said that a Gemba data strategy consultant will be partnered with the Storm business for an initial nine week period, working across all business units to engage and mobilise staff, improve data processes and capabilities within the Club, and execute specific data-driven marketing and other initiatives to deliver immediate value.

Advising that the Storm will be backed by the wider Gemba Insights, Strategy and Data Services divisions, Roberts added “Melbourne Storm are a highly respected sports organisation and we know they take their data strategy seriously and have some well-established capabilities in this area. We’re proud to be able to work with them to help them to the next level with their data

About Gemba: Gemba provides insights, strategy and communication services to the sport and entertainment industry. With offices in Sydney, Melbourne and London, Gemba’s clients include Formula 1, World Rugby, City Football Group, Cricket Australia, adidas, Coca-Cola, McDonald’s and Toyota. Gemba manages a global insights program across 30 markets that measures how consumers engage with sport and entertainment.

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