A hat-trick for Opta

Making data the centrepiece of growth ambitions

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Stats Perform is the global leader in digital sports media. It covers every aspect of the way we engage with sport, from on-demand streaming and digital sports platforms for fans to content distribution for broadcasters, media companies, and brands.

Opta, one of Stats Perform’s flagship brands, is the world’s leading provider of sports data. Opta data enhances sports broadcasting; powers fantasy games; and is used by the biggest leagues and competitions in the world.

Whether it's live or historic data, customisable visual data widgets, or innovative analytical metrics, Opta collects, packages, analyses, and delivers more in-depth sports data than anyone else in the world.

The challenge

Opta had begun a journey of digital transformation in order to support its next phase of growth and cement its status as the global market leader.

Opta had already undergone a brand refresh and put a new Microsoft Dynamics customer relationship management (CRM) system in place. It now needed a new website to work alongside these changes and further support the global sales team in showcasing how its data works across multiple sectors and markets.

The brief was clear: create Opta a new website that generates quality leads, integrates with the new CRM, and supports the Business Development team’s sales cycle.

Our approach

To help Opta achieve its ambitions, we needed to create a website that was more than just brochureware. So to understand exactly how the website would function and what it needed to achieve, we set out on a systematic, step by step discovery, working collaboratively with Opta’s senior stakeholders.

Market Analysis

Working with Stats Perform’s Sales & Marketing teams, we analysed market sales trends to define a site structure, content plan, and territorial launch strategy that capitalised on the commercial opportunities in each market.

Performance Audit

We assessed the marketing performance of Opta’s website, including analysing user journeys and goal conversions, to spot gaps that the new website user interface (UI) would need to rectify.

Operational Opportunities

After understanding the lead-to-sales cycle and defining what a ‘quality’ lead was, we outlined conversion funnels, goals, and how to qualify prospects on the website through calls-to-action (CTA) and supporting content.

Systems integration planning

Dependency planning and process mapping helped us integrate Opta’s CRM with the website so the Sales team could access useful insights, as well as providing segmentation opportunities for marketing automation programmes.

International infrastructure

The website was translated and localised for three target territories for launch and supported by an international search engine optimisation (SEO) strategy.

Conversion focused

Goal tracking and conversion rate optimisation (CRO) ensures that the website captures quality leads.

The solution

Our strategy for Stats Perform was built upon a three-tier framework of foundation, integration, and activation. 

At the heart is a new website for Opta, bringing its data to life by using it to tell immersive, interactive stories and drive conversions.

Every user journey and engagement is tracked and stored within the CRM to provide the marketing and sales team’s insight to aid conversions.

With these foundations in place, we were able to create digital campaigns to help reach business objectives.

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Integration

Digitised sale cycle: The new website links seamlessly with Opta’s operational infrastructure, while integration with the CRM & email marketing platforms enables easy digitisation of the sales cycle.

Activation

Once the website was live, we created campaigns to drive brand awareness and showcase Opta’s extensive and intelligent use of data.

Two examples of campaigns that showed the best of Stats Perform include:

  • World Cup microsite: We used Opta’s data to build a World Cup hub which recreated famous World Cup events, from the five fastest goals to the top 10 saves. Each piece of content was then promoted across the internet to generate interest while promoting Opta’s products.
  • Dabble with the data: We helped launch Stats Perform’s former betting brand in an already saturated market. Dabblebet used dynamic data feeds to power PPC and display ads with stats on players and teams as well as odds. This helped to create a real point of difference within a crowded marketplace.

Results

We designed and built a website for Opta that formed the foundations on which business efficiency and scalable marketing could be delivered for the long term.

Key outcomes were:

  • A high performing lead generation website
  • A sales enablement tool showcasing product application
  • Actionable intelligence is driven by goal tracking and CRM integration
  • A scalable, repeatable campaign activation framework
  • An increase in qualified leads
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