This book intends to serve as a travel guide for marketers who embark on a data-driven marketing journey. You can read about exciting destinations, such as deepening fan relations, digital transformation or data growth. You will also read about the traps you might come across on your data-driven journeys. Above all, this book explains all relevant concepts of data-driven marketing you need for planning your trip.

Data-driven marketing is a complex field that requires marketers to balance marketing objectives, technological promises and legal constraints.

Transforming sports organisations into data-driven organisations is, therefore, a considerable challenge. However, because of the passionate fans that provide a wealth of data, a data-driven marketer can genuinely make a difference in sports.

As you would expect from any other travel guide, this book contains examples of data-driven journeys, marketing campaigns and explanations of a host of data-driven techniques. Hopefully, it inspires you to leave your comfort zone behind and your data-driven journey.