Projects /
Sport
One clean view of every ticket buyer
How a global sports federation turned a messy CRM, fed by too many disconnected ticketing portals, into one clean and joined-up view of its buyers.
Client
Confidential
Sector
Sport
Services
CRM & Insights Accelerator, Data Studio
Delivered
CRM clean-up, data model, connected ticketing feeds
The outcome
1
trusted record per buyer
Duplicate records were merged, so the team now sees one record for each ticket buyer.
Every
portal joined up
Each ticketing portal now feeds one agreed structure, so data arrives clean.
One
source for sponsor audiences
Sponsor audiences and renewal campaigns come from the same data, with no manual list clean-ups.
The Challenge
Ticket data was arriving in the federation’s CRM from too many disconnected portals. Each one sent records in its own format and on its own schedule, so the same buyer could appear several times under slightly different details. The ticketing team couldn’t trust a simple count of buyers, let alone build an audience for a sponsor or a renewal campaign. A CRM is only worth what you can safely do with it and this one had become something people worked around rather than worked from.
WHY IT MATTERS: INDUSTRY DATA
$
13
m
Cost of bad data
A year per organisation
26
%
Untrustworthy data
Of company data
29
%
Apps integrated
Of enterprise apps
What we did
1
Mapped every feed
We traced every portal feeding the CRM: what each one sent, how often, in what format and where the duplicates and gaps were coming from.
2
Cleaned and restructured the data
We merged duplicate records, agreed one structure for buyers, orders and events and set rules for which source wins when two disagree.
3
Joined the platforms up
We connected each portal to the new structure, so new data lands clean and the team sees one record per buyer.
Our CRM was a mess, with data arriving from too many disconnected portals. Now the data is clean, the structure makes sense and every platform feeding it is joined up.
Ticketing Manager, Global Sports Federation
What happened next
With one trusted record per buyer, the team can build audiences for sponsors and plan renewal campaigns from the same data, instead of exporting lists and cleaning them by hand each time.
