Data Factory

The Data Factory is your outsourced CRM & CDP data department designed for professional sports clubs, leagues, athletes and federations that want to turn fan data into measurable business growth. Built on our proprietary DMOS methodology, the Data Factory helps sports organizations structure, activate, and monetize their fan data across ticketing, merchandising, sponsorship, and digital engagement.

Data Collection

When setting up the Data Factory, the production line begins by capturing all relevant fan and partner data across your sports organization, Ticketing data, E-commerce & merchandising, POS (stadium & retail), CRM & CDP systems, Mobile applications, Email & SMS interactions, Social media engagement, Sponsorship activations, and Behavioral & device data.

The Data Factory structures this foundation to ensure nothing is lost. Every fan interaction becomes a usable commercial asset.

Data Integration

Once collected, data is unified into a centralized environment (CRM / CDP) enabling cross-channel orchestration. This stage includes: Identity resolution (SSO logic), Data architecture & governance, Channel synchronization, and a Secure infrastructure design

As organizations progress toward maturity levels, integration becomes systematic and scalable. A 360° fan profile ready for segmentation and activation.

Data Enrichment

Turning Information into Intelligence. The Data Factory enriches profiles with, Behavioral scoring, Purchase history analysis, Engagement intensity metrics, Sponsorship affinity mapping, Demographic & psychographic segmentation. This stage transforms fan databases into strategic marketing intelligence. We can then expect Smarter targeting, Higher relevance, and Increased commercial precision.

Data Activation

Orchestrating Fan Engagement Across Channels to convert intelligence into action. Through automation and CRM orchestration, the Data Factory deploys Email & SMS campaigns, Automated fan journeys, paid advertising segmentation, App notifications, Direct marketing, and Sponsor-driven campaigns

At higher maturity levels, automation and orchestration drive scalable engagement. We are then producing personalized fan experiences at scale.

Data Monetization

Converting Engagement into Revenue. This is where the production line generates commercial output. Monetization occurs across, Ticket sales optimization, Merchandising personalization, Targeted sponsorship activation, Premium subscriptions & content, and Partner co-branded campaigns

DMOS formalizes data monetization as a structured pillar, not an afterthought. At maturity 2.5–3.0, data becomes an active revenue driver.

Data Valuation

Measuring Performance & Business Impact. The final stage ensures continuous optimization through conversion rate tracking, Average revenue per fan, Channel profitability analysis, ROI by segment, Sponsorship performance measurement, and Fan lifetime value (FLV)

Data Valuation closes the loop of the DMOS cycle. At maturity level 3.0, data becomes fully orchestrated, monetized, and strategically governed. It is then a measurable strategic asset.

From Maturity 1.0 to 3.0

The Data Factory Accelerates Your Transformation

The DMOS Maturity Matrix defines the evolution of a sports organization’s data capabilities

The Data Factory acts as your acceleration engine across this journey without requiring internal recruitment of: Data marketing experts, CRM / CDP consultants, BI analysts, and Digital project managers

Why the Data Factory Matters for Sports Business

Modern sport is no longer driven solely by matchday revenue or broadcasting rights.

Sustainable growth requires:

Audience-driven communication → to Fan-centric data commercialization using First-party data ownership, Cross-channel fan orchestration, Sponsor activation powered by intelligence, Automated marketing efficiency, and Measurable ROI.

The Strategic Advantage

Data is no longer an operational cost. It becomes a strategic commercial engine for sport business growth.

A structured Data Marketing Operating System enabling:

A scalable CRM & CDP infrastructure, Automated fan journeys, Monetization frameworks, Performance dashboards, and Continuous improvement cycles.

Why Outsource Your Data Department?

Ready to Turn Your Fan Data Into Growth?

The Data Factory helps sports organizations move from data collection to data monetization.