Horizon, XCM’s Customer Data Platform solution integrates all of Aston Villa’s ecosystem together across multiple disparate sources with high levels of frequency to leverage and transform their data into action for use across all facets of the club. The solution delivers best in class front-end technologies for each department at Aston Villa to utilise specific to their roles, objectives and use cases.
The solution is powered with cutting edge analytics and machine learning models to drive the decisioning and content to each individual fan across all aspects of the club. As well as automated dynamic dashboards for each department to quickly understand how they are impacting core fan KPI’s.
To execute the fan communications XCM have implemented a global leading technology in omnichannel marketing execution to facilitate campaign deployment across all channels.
“At Aston Villa taking a fan-centric approach is vital to us – understanding our fans and creating a tailored relationship with them. XCM’s solutions will allow us to discover actionable insights to improve our fans experience at all touchpoints. XCM have been able to use their technology to integrate our many varied data sources to create a true Single Customer View and in turn analyse and investigate trends within our fanbase. We’re looking forward to seeing how far we can delve in to the opportunities created by XCM.”
Adam Lowe, Head of Marketing at Aston Villa Football Club
Ultimately, the overall objective of the solution is to put the Fan at the beating heart of the Club making it easy for Aston Villa to access, understand and talk to all their Fans across all available channels with seamless and automated end-to-end personalised communications
“Aston Villa are the ideal client for XCM, with their intrinsic knowhow of not just their own football club and fans, but the global football industry at large, we have been able to build a very valuable and rewarding relationship, right from the get-go. The best partnerships are always built on a highly collaborative approach and when you blend XCM’s CRM expertise and Horizon solution, with a group of talented individuals, who only want the very best for their fan communication strategy, we have a great recipe for success. I’m sure that together, we can drive Aston Villa to being one of the most recognised and ‘switched on’ forces in world football…and indeed sport overall.”
Jonathan Miles, Director of Marketing & Strategic Services, XCM
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