Sport & Business Summit 2019, Fabio Lalli, CEO of IQUII, affirms: “Data is the new oil for the sport industry”

Milan — The major exponents of Sportbiz met in Milan On Monday 4th November at Sport & Business Summit, the event organized by Sole 24 Ore Business School.
European and Italian sport experts set out their vision in the debate focused on the deep changes that today are affecting the sector. They analyzed the need of clubs to communicate with the right tools and the role of the user who is becoming increasingly absolute protagonist and consumer.
Marco Nazzari — Director of Nielsen Europe, Araimo — CEO of Discovery Italy, Perelli, Vice President of Sky Sport and the top management of UEFA reflected on Sport 4.0, the new trends and attitudes in sport industry, the central role of fans and the sport business future perspectives.
IQUII, Digital Consulting Company, part of Be Group took part to the Sport & Business Summit with his CEO Fabio Lalli who talked about the strategies to profile supporters through the engagement, a field where IQUII has developed and collected success cases in several sports, from football to rugby, from volleyball to cycling, thanks to its business unit that has generated 27% of turnover.
In his speech, Fabio Lalli, CEO and Founder of IQUII explained the vision of his company, which has always committed to change, “by combining technology and marketing strategy to achieve the goals of sport industry”.
“Data are the new oil which fuels the digital change that today is affecting sport sectors — said Lalli — and the main actors need not only to reach more customers but also to customize the fan experience and turn a simple supporter into a member of a large community”.
“Clubs and organizations’ ability to let the users feel contents are tailor-made makes the real difference today. the aim is unlocking their will of performing actions which lead to collecting fan personal data”.
Then Lalli introduced the importance of gamification as “mean and method to connect club and user. Today one of the main need of sportbiz is to engage, activate and convince users to take performing actions and develop their member status to predict their choices.
On this strategy IQUII has designed Fanize, the engagement and loyalty platform, which provide new revenue models for clubs through mechanics of gamification.
“Fanize — said Lalli — simply the process of data gathering and data enrichment, that assigns missions and rewards, incentives and information through mechanics of gamification in order to acquire new user data. It’s a simple way to collect supporters’ personal information, applicable to all industries, from Finance to Retail and Sport. Frosinone, Federugby and Sir Volley are already use it”.
