Case Study: Tottenham Hotspur achieves unified online and offline supporter insight with UniFida

Premier League Tottenham Hotspur trials UniFida to improve on-line and off-line supporter insight

Tottenham Hotspur, with more than 220k web sessions a day and roughly 2 million registered members, needed to link online behaviour with offline activity (ticketing, merchandising and membership) to deliver truly personalised communications and build actionable supporter insight. They engaged UniFida to create single supporter views and understand how browsing activity translated into purchases and other offline behaviours.

UniFida implemented a “digital passport” single supporter view, matching identifiers (email, mobile, name, address, customer number, cookie ID) across web, ticketing, retail and email data; de-duplication cut records from 2.5m to just over 2.0m (a 22% reduction). With ~100k web browser records processed per 24 hours and direct SSV access for non-technical staff, UniFida enabled targeted segments and campaigns (for example identifying younger members with low online engagement and shop browsers needing returns reassurance), improving personalised communications and the club’s ability to drive ticket and merchandise sales.

Tottenham Hotspur

Ashley Brown

Customer Insight Manager