Overview
Led a data and analytics strategy engagement for NFF, the Norwegian Football Association, mapping a fan, player and match-data architecture across email, push, SMS, in-app and web channels.
Who This Is For
Sports federations, clubs and fan-facing organisations holding fan, player and match data across many services. This case is most useful if:
- your data sits in separate channels and systems, each planned on its own
- you want to personalise communication across email, push, SMS, in-app and web
- first-party data needs combining with third-party sources
- you need a strategy before choosing platforms
The Challenge
The Norwegian Football Association (NFF) held first- and third-party fan, player and match data across its services, but treated each channel and data source separately.
It needed one coherent way to bring that data together and use it to personalise communication across multiple channels.
Our Approach
The team now behind ECM.DEV wrote NFF's data and analytics strategy and presented it directly to NFF's team in mid-2019.
- A feedback-loop architecture: data capture, segmentation and orchestration mapped as one continuous loop.
- Channel orchestration: email, push, SMS, in-app and web planned from the same data rather than channel by channel.
- A contextual-analysis layer: built around a knowledge graph, with AI-driven data enrichment.
Impact
From campaigns to a connected architecture. NFF gained a structured way to unify fan, player and match data across channels, moving beyond channel-by-channel campaign planning towards connected, personalised communication.
Personalisation fails when each channel keeps its own picture of the fan. The architecture has to come before the campaigns.
Delivered while employed at Making Waves (later NoA Ignite); personally authored the data and analytics strategy for NFF. Any public information referenced here is used for identification and does not imply endorsement.
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