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Posts tagged with Rugby

england rugby

How the RFU manages CRM & personalised messaging

Creating personalised messages for rugby fans is difficult.

Though passion drives engagement, it also means marketers must be sensitive - rugby is a large part of life for volunteers, coaches, players and touchline fans.

So, how has the RFU created its CRM strategy and how did the 2015 World Cup affect engagement?

rfu logo

Content marketing: how the RFU is using England match data to drive web traffic

Rugby's Six Nation tournament kicked off last weekend, bringing good results for the Welsh and Irish but heartbreak for English fans.

But England's failures on the pitch weren't mirrored at the Rugby football Union's headquarters, which achieved the successful launch of its new TryTracker game analytics tool.

TryTracker gives fans real time insight into the England team and individual performances on-pitch using IBM's big data analytics technology. It is an excellent piece of content marketing which has already improved site traffic to RFU.com.

To find out more about how the RFU is using big data and the tool's success among rugby fans, I spoke to head of digital Nick Shaw.

And for more information on this topic, download the new Econsultancy Digital Content Strategy Best Practice Guide...

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