Strategic roadmaps are only as powerful as the infrastructure that supports them.
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What we do
Data warehousing and single fan view
Building bespoke data warehouses with sports-specific structures to collate disparate data sources into a Single Fan View. We consolidate every interaction into one unified fan profile - this centralised hub gives you a 360-degree view of fan behaviour and enables you to turn "invisible fans" into identifiable audiences.Data cleanse
Raw data is rarely ready for action - data cleansing and deduplication strips out inaccuracies and merges fragmented records. By applying advanced matching logic, we eliminate "ghost" records and consolidate multiple touchpoints into a single, verified fan profile. This ensures marketing spend is never wasted on duplicate communications and reporting is accurate.
Database enrichment
Essential to a comprehensive and efficient data ecosystem, we facilitate the end-to-end implementation of Customer Data Platforms (CDP) and Single Sign-On (SSO) solutions. By integrating SSO across all digital channels, we eliminate friction for the fan while developing richer, more comprehensive audience profiles, which are the foundation for advanced segmentation and automated marketing.Integrations
Acting as the technical glue between you and your third-party partners, we integrate with existing platforms via automated API and SFTP functionality, building robust, automated data pipelines, and eliminating manual exports and "data lag," ensuring fan profiles are updated in real-time.
Compliance and governance
Building automated consent management and rigorous security protocols into your architecture as standard. We ensure you stay fully compliant with GDPR and PECR, protecting your organisation’s reputation while building a "clean," high-quality marketable database that grows year-on-year.
Why InCrowd?
We combine deep industry insight with technology to deliver personalised, immersive experiences that drive measurable uplifts in fan engagement, data acquisition, and commercial ROI. We seamlessly connect content, data, and inventory across every digital touchpoint. With these strong foundations in place, we will guide and empower you to create immersive fan experiences and generate new revenue streams.
Where can we help?
Discovery
Strategy Part 1
Strategy Part 2
Delivery
Optimisation
Case studies
Building a data-powered future for Saracens
Data-led audience initiatives & advanced content strategy
Frequently asked questions (FAQs)
How long does a typical data implementation project take?
While every project is unique, a foundational implementation - including setting up a Single Fan View (SFV) and integrating core sources like ticketing and retail - typically takes between xx to xx weeks. We follow an agile phase-based approach, ensuring you see "quick win" value from your data within the first xx days.
Will we need to replace our existing systems (Ticketing, Retail, CRM)?
Not necessarily. Our philosophy is to build a "Single Source of Truth" that sits above your existing platforms. We specialise in creating custom API and SFTP integrations that pull data from your current vendors into a centralised hub, meaning you can keep the tools your team is comfortable with while finally seeing the "big picture."
What is the difference between a Data Warehouse and a CDP?
Think of the Data Warehouse as your "storage and processing" engine - it holds the historical, heavy-duty data. The Customer Data Platform (CDP) is the "activation" layer; it takes that processed data and makes it usable for your marketing team to build segments and launch real-time campaigns. We build and implement both to ensure you have both depth of insight and speed of action.
How do you handle "dirty" or duplicate data during implementation?
Duplicate records are the biggest hurdle in sports tech. Our implementation includes advanced deduplication and cleansing logic. We use unique identifiers (like email or Fan ID) to merge multiple touchpoints into a single, clean profile, ensuring your marketing spend isn't wasted on duplicate communications.
Can your implementation support real-time data for match-day activations?
Yes. By utilising Webhooks and real-time API triggers, we can ensure that actions taken by a fan - such as entering the stadium or making a purchase at the kiosk - trigger immediate automated responses, such as a "Welcome" push notification or a limited-time retail discount code.
