Section 08 / 19The £2.5m delivery architecture
Export full PDFCRM, Data & Analytics Transformation
The £2.5m delivery architecture
The £2.5m envelope
Eight workstreams, one delivery plan
CRM implementationData integrationMarketing automationAnalytics and reportingGDPR and consent managementDigital journeysSupplier deliveryChange and adoption
Target architecture
Sources, engine, outputs
Data sources
- Membership
- Ticketing
- Website / app
- Email marketing
- Merchandise / commerce
- Rewards platform
- Events
- Customer service
- Partner campaigns
Core platform
- CRM
- Customer data layer
- Consent management
- Segmentation engine
- Analytics dashboard
- Marketing automation
Outputs
- Personalised campaigns
- Member retention actions
- Revenue campaigns
- Executive reporting
- Partner insights
- Fan engagement journeys
The CRM should become the operating spine of fan and member engagement, not just a contact database.