Used by hundreds of venues each week, SportsEye Operator supports leisure, aquatic and fitness organisations to make data simple to use, shaping operational and marketing decisions that increase member returns and impacts. In addition it helps the organisation to better connect with local government stakeholders using health and wellbeing and Social Value insights.
Reducing the cost of new member acquisition
The analysis identifies prospect members factoring demand profiling aligned with each type of business and local competition. This data then integrates into and is optimised across digital marketing channels to reduce the cost of qualified new member leads. ActiveXchange can provide an upfront fixed cost per lead, typically 20-30% cheaper then a site's current rate.
Operational decision making
Predictive modelling, using ActiveXchange's central database of 3 million members, assesses which facility, program, pricing and operational changes will make the greatest positive impact on your members and prospects, and the value of these expected returns, applying sector-wide market intelligence to local contexts. ActiveXchange shapes and maintains a data driven (and straightforward) action plan with each partner operator to support implementation and tracking.
Retention model and optimal mitigation
Advanced predictive modelling identifies at risk members and how to optimally influence the whole customer journey through automated and personalised communication. Member segments are aligned with target behaviour change and mitigation campaigns and specific trigger points to maximise impact (reduce risk of drop out). Constant tracking and enhancement through machine learning techniques means that on average this service reduces attrition rates by over 25%.
Health and wellbeing and Social Value KPI reporting
The average active leisure and aquatic member generates $3,932 in community savings per year based on their physical activity profile. SportsEye enables operators to report this value to government and in an accurate, consistent and credible way. SportsEye intelligence also supports the growth of this value. This helps direct more funding to where it will have the greatest impact. Our Auckland City Council case study is available here.
So what next - Head Office priorities
Using relevant and up to date sector benchmarks, trend analysis and future forecasting, SportsEye enables head office as well as each centre manager to proactively identify the need for change and the likely outcomes and impacts of this change.
ActiveXchange puts a Data Team in the back pocket of every operator and venue partner to help positive decisions happen faster. This includes a Client Success Manager, who will use your SportsEye account to help shape data driven action plans each month with your team so you can manage and track these through to the delivery of returns. This often means coordinating with other stakeholders. The SportsEye Action Plan feature, included in all SportsEye accounts, is perfect for coordinating these 'so what next' actions.
SportsEye provides a joined up readymade digital network, empowering state and national organisations to coordinate program reporting and growth insight across a large numbers of stakeholders (venues - sports - government). This includes $ ROI and social impact insight, informing the ongoing roll out of industry products and services.
Modules, which are free for program delivery and funding partners, and accessed via their own SportsEye accounts. Partnerships include
Aquatics and Recreation Victoria's VICSWIM Program, and Royal Life Saving Society of Australia.
MODULE RESEARCH PARTNER: KPMG
The Social Value Model and dashboards generate a monetary $ value based on the ongoing risk profile of individual members, reduced by tracked frequency and type of activities at sites (community savings). The model aligns with Federal Government reporting principles.
KPIs include health (diabetes, dementia, CHD, cancer types, mental health etc.), education attainment and productivity.
Includes quarterly and annual Social Value awards presented at national conferences.
Using 30+ variables and machine learning to assign an ongoing risk index score to each member, predicting decline in engagement and membership cancellation to help prioritise actions. Variables include personal behaviour factors as well as external influences. An unrivalled service as it is localised and driven by data and trends from across millions of memberships in Australia and NZ.
Output includes a dashboard that tracks member risk levels and recommended targeted ‘mitigation’ campaign messaging + a data feed to support triggered emails/SMS messages + ongoing $ ROI tracking dashboard.
Data driven (machine learning) member email and SMS communication to drive general venue engagement. Includes personalised insight for the member on their activity levels and related health impacts + what venue activities, products and opening times are best suited for them.
The module includes an optional member feedback tool with a feedback tracking and benchmarking dashboard within SportsEye.
The module also supports retail brand reward and inspire campaigns specifically tailored to drive engagement and increase overall member lifetime value.