Supply: Through SportsEye ActiveXchange powers the National Infrastructure Database which brings key planning (and performance) data together on over 16,000 venues and 32,000 facilities. Over 1,000 SportsEye accounts across the industry help keep this information up to date.
Demand: ActiveXchange uses the data integrated from thousands of venues on over 3 million members to create different types of demand layers (audiences) for different types of infrastructure. This uses market profiling which leverages thousands of demographic and lifestyle indicators to find accurate lookalike audiences. Further details on segments can be found here.
The Model: ActiveXchange's Data Team bring this supply and demand data together. Varying weightings are applied to a wide range of different factors (e.g. facility sizes and capacity, parking etc.), all calibrated to then reflect the ongoing performance and reach of existing venues being tracked through SportsEye.
When overlaid across an area the model identifies 'unmet demand', driven by the following:
ActiveXchange models the unmet demand at a local catchment, state or national level. The outputs powers the following products:
This same unmet demand consists of a wide range of resident (prospect) profiling data which can then be drawn out of the mapping to provide the following: