Improving tennis court usage through real-time data analytics
As governing body for tennis across the UK, the LTA (Lawn Tennis Association) has a remit to grow grassroots participation, in part by encouraging players to use the 23,000 courts available across the region.
In 2016 the LTA launched ‘Go Hit It’, a two-year campaign to encourage the two million adults in the UK aged 18 to 34 who said they would consider playing tennis more frequently to get on court more often.
Despite significant marketing activity, many courts across the region were under-utilised. Using a data-driven approach to understand the causes of that – and how it relates to where marketing is being focused – would inform a new marketing strategy to improve court utilisation and, as a result, the amount of tennis being played.
By understanding the drivers for court under-utilisation in different regions, and creating an analytical platform to track court bookings – in real-time – against advertising spend, the LTA would have the insight required to direct more effective, personalised marketing to drive court usage.
Two Circles built a measurement dashboard (pictured) combining court booking data from ClubSpark (the LTA’s online court booking platform), live web analytic data from the LTA’s media platforms, and advertising spend from the LTA’s media partner, Two Circles WPP sister agency Mediacom.
This enabled the LTA to track, in real-time, where and how many court hours were being booked, what their return on marketing investment was, and which focus areas were performing the best.
Using the dashboard, Two Circles was able to identify, for example, whether money spent on a Spotify ‘takeover’ advertising campaign in Liverpool was a better investment than a Facebook Carousel campaign in Portsmouth in terms of the resultant people playing tennis – insight that could then inform the LTA on where media spend could be reallocated.
Insight was also be used to inform personalised marketing campaigns for areas where court demand was comparatively low, including – in collaboration with Mediacom – developing weather-driven marketing campaigns that were automatically triggered in good tennis conditions.
- 51,703 court hours booked over the summer (May-October 17)
- FOUR organisations’ marketing activity centralised into one automated dashboard
- 30% increase in the number of tennis court hours booked over the Wimbledon fortnight