Lexer
37 Case Studies
Case Study: Australian Football League achieves actionable fan insights with Lexer’s Customer Data Platform
A Lexer Case Study
AFL is an amazing Australian phenomenon that’s at no risk of slowing down with last year’s GF hitting 10 year viewership records with over 6.5M viewers
The Australian Football League sought deeper, data-driven fan insights to inform membership strategies, sponsorship value and regional engagement ahead of the 2017 Grand Final. Lexer was engaged to address this challenge using its Customer Data Platform to analyze public signals and profile over 3 million AFL fans, revealing how public interest, geography and brand affinities diverge from membership figures.
Using Lexer’s Customer Data Platform to monitor millions of mentions across 16,000 topics and brands, Lexer produced actionable findings: Collingwood led both membership and public interest, Bulldogs were top in Victoria, Sydney drew ~2.5x the interest of GWS in NSW, Suns/Lions split ~60/40 in Queensland, and Geelong fans were twice as likely to prefer petcare brands. The analysis quantifiably showed sponsorship uplift (NAB moved from 3rd to 2nd among AFL fans; Woolworths closed the gap with Coles), highlighted opportunities to convert social interest into membership, and supported strategic moves like playing home games interstate.
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