How Excelsior Rotterdam decides on what the club actually knows
Commercial, ticketing and performance knowledge is recorded, with an owner per definition, so plans no longer change with the source.
1The challenge
Excelsior Rotterdam ran on scattered spreadsheets and platforms. Commercial, ticketing, fan engagement and performance each held their own knowledge about who the fans were, what they were worth and what was working. Nobody could substantiate it without an afternoon of recalculating.
2Our solution
Foundation first. We recorded what a fan, a season ticket holder, a sponsorship value and a matchday revenue mean, with an owner per definition. Ticketing, CRM, sponsorship and matchday data were then placed under that meaning, verified at the source.
3The results
The club decides on what it knows instead of on who calculates loudest. Season plans and sponsor conversations start from the same recorded definitions, and staff spend their time on decisions rather than on reconciling files.
