E-learning2025-11-21T01:11:32+00:00

E-LEARNING

WINNING WITH DATA

Using CRM and Analytics in the Business of Sports.

Prodatastack

E-LEARNING

ABOUT THE COURSE

This course will provide you with the foundational knowledge and tools to apply data-driven thinking to fan engagement and decision-making that will help any sports rights owner increase revenue, engagement, and participation.

We will look at key principles such as CRM and data strategy, different forms of analysis, email marketing and cross channel marketing automation, and the technologies needed to deliver this.

We’ll also take a look at the relevant data legislation, focusing on GDPR, and will consider the implications of what we call “business change”: the transformation that has to take place for a rights owner to emulate businesses such as Amazon, Netflix, and Spotify, who put data and customers/fans at the heart of their thinking.

  • MODULE 1: PRINCIPLES OF CRM

    In this module, we cover the fundamental principles that will support your career in data. You will learn about customer personas and the customer journey, followed by a brief overview of the CRM technology stack.

  • MODULE 2: THE IMPORTANCE OF DATA

    This module covers a data management strategy, types of data, sources, and accuracy. It includes analysis methods for KPIs, plus exercises on data standardization and advanced Excel formulas.

  • MODULE 3: THE CRM ECOSYSTEM

    This module explores essential software for CRM, data warehousing, digital marketing platforms, data analysis, and data visualization with Tableau.

  • MODULE 4: DATA-DRIVEN MARKETING

    This module explores data-driven marketing, covering key considerations, platforms like paid digital advertising retargeting, best practices, and exercises on email and marketing automation.

  • MODULE 5: CRM & DATA IN SPONSORSHIP

    This is my favorite module, where I share how to enhance your sales process, present sponsorship opportunities, and leverage support for your CRM strategy. Don’t miss it!

  • MODULE 6: BUSINESS CHANGE

    In our second-to-last module, we explore the significance of change for rights holders, introducing data-driven strategies and frameworks to enhance operational procedures with real-world examples.

  • MODULE 7: DATA AND THE LAW

    This final module covers the impact of data legislation, particularly GDPR, on your activities. We’ll discuss securing marketing consent, new customer rights in Europe, and provide a global perspective on data laws.

  • QUIZZES AND ASSESSMENTS

    At the end of each section, you’ll take a quick quiz based on the preceding video. Additionally, at the end of each module, you’ll complete an exercise and submit your work for our feedback.

E-Learning

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FAQS

Quick answers to help you understand our data intelligence services

What software do I need to complete this course?2025-11-20T18:44:36+00:00

You’ll need access to the internet, and the use of Excel and PowerPoint. One of your exercises involves the use of Tableau, world leading data visualisation software, so you’ll need to download the free Tableau Reader to open it, and you’ll be using SALESmanago, a marketing automation platform, for another exercise – access to this will be through your registration.

Is this course online only?2025-11-20T18:43:22+00:00

Yes, at present, this is an online-only course, but please note that many of your exercises are completed offline.

Can I speak with the tutors when taking the course?2025-11-20T18:42:31+00:00

You will be able to book unlimited 1-2-1 video calls with the course tutors which you can use to ask questions, discuss exercises, or talk about anything else related to the course. You can also use an online chat function to ask questions at any time.

Is there a maximum time to finish the course?2025-11-20T18:41:35+00:00

You will have access to the course for a year from the date you sign up, but we recommend you aim to complete the course over four to seven weeks.

Will I receive a badge/certificate upon finishing the course? Can I publish it on LinkedIn?2025-11-20T18:40:27+00:00

We will provide you with a Winners certificate once you have completed all seven modules and exercises, and yes, we’d be very happy for you to publish it on LinkedIn. We’ll also join you in your celebrations there.

REVIEWS

From people who’ve been through the training course

“Very direct, to-the-point way of communicating relevant information to course attendees. Build-up is quite good, it follows the narrative of the book without the course being just a spoken version of it. Exercises are the absolute strengths of the course; I can almost not believe how relevant this is. No other online course I know, has it as spot-on as this one has.”

Martijn Ernst

Commercial Developments, RSC Anderlecht, Former Research & Business Development – IFBI- International Football Business Institute

“It is a privilege to endorse an essential new digital online resource that Winners and Fiona Green have just launched. “Fiona is the embodiment of expert and practical expertise in her chosen fields of CRM, Data capture and Analytics. Further, as a visiting conference keynote speaker, guest lecturer to many aspirant future sports professionals, this initiative of a practical relevant and ‘easy to access’ course marks this out as a standout moment in Digital Sport Marketing.”

Alan J Seymour

University Lecturer Consultant & Author- Sports Marketing 2020

“I love the way Fiona talks about CRM and data – she’s the only person I know who can take a really complicated subject and make it easy for me to understand. She doesn’t try to blind me with technical words or industry buzzwords – she uses simple language and makes it relevant for what we’re trying to achieve at Roma.”

Paul Rogers

Former Chief Strategy Officer, AS Roma

“I had an opportunity to preview Winning With Data eLearning course as one of the testers. iona really has done a wonderful job putting this course together. Very instructional, engaging, insightful, and her ability to take the viewer from one module to the next seamlessly with terrific cadence is very well executed. Bravo! I think many will benefit from her instruction. It should become a staple in every sports management curriculum throughout, and not limited to, the EU and US.”

Michael Clohisy

President - Sports, BEASY - Blockchain Made Easy, LLC- US

“This is going to be a great resource for both students trying to find an edge as they look for a job, as well as business leaders who need to find a practical way to upskill their teams. It is clear to see how any sales, marketing, and media team could learn from this, and I don’t hesitate in recommending you take a look at it.”

Liam Scully

Chief Executive, Lincoln City FC

“Having read the “Winning with data” book and previewed the course, I can say that this course presents excellently. The key parts of the course and further examples and exercises are closely linked, to the practical side of the industry. I found these exercises at the end of the modules to be excellent – extremely useful and very clearly explained.”

Andrei Angelescu

Project Coordinator, Federatia Romana de Fotbal- Romania

“Winning With Data is a great course that leads the learner on a great journey from the very beginning, through to more in depth discussion/ideas/theories that will no doubt aid the learning process.”

Simone Wearne

High Performance Manager – Softball Australia

ABOUT THE AUTHOR

Hi, I’m Fiona Green, and I’ve worked in the sports industry for over 30 years with international, national, and local rights owners. These include different sports across the whole spectrum of scale, including FIFA, the IOC, UEFA, the IAAF, Manchester United, Manchester City, Real Madrid, Juventus, Special Olympics International, UK Athletics, Swim England, British Taekwondo… and many more.

My first 25 years were spent operating across the key “off-the-field” revenue areas in sports, selling sponsorships and affinity partnerships including stadium naming rights, creating merchandise and licensing strategies and selling rights to manufacturers and retailers, and navigating rights owner clients through the “new media” world of digital rights versus linear broadcasting rights.

I now run a successful CRM and business intelligence consultancy and am also the author of the best-selling book “Winning with data – CRM and analytics in the business of sports”.

Across 6 or 7 years I’ve been asked to guest lecture on various sports business, management, or marketing courses – this led me to produce my own online course to fill any gaps missing in your education and personal development.

fiona green
prodatastack

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