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Melbourne Storm links with Gemba to accelerate data strategy
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.
6th October 2020 - Roy Morgan study shows growth of NRL’s supporter base
30th September 2020 - Leaders Sports Award win for Gemba’s St.George Footy Grants Program
22nd September 2020 - NRL announces ‘brutal’ job cuts as it looks to slash $50 million in costs
14th September 2020 - Gemba Group announces restructure with new holding company and team promotions
7th August 2020 - Parramatta Eels look to accelerate data strategy with Gemba partnership
23rd July 2020 - AFL and NRL show year-on-year value gains
2nd June 2020 - Gemba designs new AFL sponsorship campaign for Toyota
16th September 2019 - Gemba partners with Supercars to develop commercial and fan engagement strategies
8th July 2019 - Gemba announces new senior appointments
30th January 2019 - Gemba supports employees through new FDV policy
5th October 2018 - Melbourne Storm looks to offer fan-ownership model
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