Supply and demand
An advanced and validated predictive model
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.
Growth areas for new infrastructure
When overlaid across an area the model identifies 'unmet demand', driven by the following:
- Accessibility gaps - where residents live outside of the current mix of facilities, taking into account drive time decay travel times for different types of people (how far different demographics are prepared to travel)
- Capacity gaps - where existing venues are likely to be oversubscribed, especially at peak times
- Quality - where competing facilities are old or have other variables which make them less attractive
ActiveXchange models the unmet demand at a local catchment, state or national level. The outputs powers the following products:
- The Investment Planning Model Report Service (offline)
- SportsEye Operator - location of remaining prospects
- SportsEye for Sports - growth hotspots for participation
- SportsEye Business - remaining new site hotspots
Keeping marketing targatted for cheaper leads
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:
- Integrate into the SportsEye Acquisition Dashboard to guide marketing campaigns that generate more and cheaper membership leads
- Model the likely Social Value impact and community $ savings on local residents of new developments, programs or campaigns to justify government investment
- Align health and wellbeing priority areas with these target growth areas to further inform priorities (SportsEye feature)