Southampton team with Mediacells for targeted fan content

Southampton team with Mediacells for targeted fan content
English top-flight soccer club Southampton have partnered with performance analytics agency Mediacells to develop a single source social media analytics platform to deliver content designed to retain and acquire fans.

The team up will see the company support the Premier League team’s ongoing transformation of their digital output by providing the Saints with near-live social media dashboards for all fan-related content.

With its performance analytics capability, Mediacells will give the club a 360-degree, near live view of fan, commercial and partner content, enabling output to be optimised thanks to a greater emphasis on innovation and relevance.

In addition, Mediacells plans to aid digital innovation through the use of its ‘Intelligent Feeds’. These will allow Southampton to convert their data into dashboard visualisations which, in turn, will optimise content performance and ensure Southampton’s media and research teams can make decisions based on consistent data from a reliable, single source.

Jack Walkling, Head of CRM, Data and Analytics at Southampton, said: “Access to actionable data quickly is key to allowing us to make informed decisions about our content and distribution strategy.

“Mediacells has cutting edge experience with the biggest football tournaments and federations in the world. We’re excited to be collaborating with them and look forward to gaining a far deeper insight into how our supporters are engaging with our digital output.”

Brad Rees, CEO at Mediacells, added: “Mediacells will use its expertise in performance analytics to empower the team and push the boundaries of relevant, targeted authentic content that resonates with fans, partners and sponsors in an increasingly competitive content space.”

The partnership announcement comes as the Saints slipped into the relegation zone after a 9-0 hammering at home to Leicester City on 25th October. The result equalled the biggest defeat in Premier League history and saw the players and staff donate a day’s wages to charity. With just two league wins all season, the club next play back to back games against champions Manchester City this week.

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