Euroleague Basketball is putting in work to improve fan engagement and deliver more to its audience. They are teaming up with baresquare, a digital analytics company, to track data and evaluate online activity of the last Euroleague season. Euroleague hopes that by looking into the fan’s engagement during season, they can create better and more streamlined content for fans to follow.
Baresquare helps companies to improve their customer satisfaction, or in this case, fan engagement. They collect data on who is viewing a site, what is most popular on a site and then they analyze that data to come up with what may be the best way to continue to engage fans or even raise the engagement. Georgios Grigoriadis, baresquare founder and CEO, thinks data analysis can really help grow a company, “Data fuels strategy, insight based on data provides evidence that certain combinations of online activities can drive business improvement.”
In the Euroleague data collected, baresquare found that fan engagement has grown significantly for Euroleague Basketball in the past few years. The audience mostly grew because of Euroleague’s new website and mobile platform, Euroleague Mobile, but the content also had to do with the growth of social engagement. Using their analytics, baresquare found fans were most engaged in things happening off the court, such as the popular documentary series that showed fans some of the players’ private lives.
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Overall baresquare found a 37% increase in fan engagement each year, and they credit most of that yearly growth to the new exclusive content created off the court.
Alex Ferrer Kristjansson, Euroleague Basketball Brand and Communication Director, has high hopes for bettering fan engagement through baresquare, “Being able to track how our fans consume their favorite content helps us to improve the quality of what we deliver every season as we find more ways to engage with them on a daily basis.”
Baresquare and the Euroleague hope to continue collaboration through this season to keep fan engagement at an all time high.