The ICC Women’s Cricket World Cup picked up the award for Best Use of Analytics, Data or Research at last night’s BT Sport Industry Awards – in recognition of its success setting new benchmarks for women’s sport in 2017.
The tournament broke every women’s cricket record for ticket sales, attendances and media coverage. Critically, however, it also brought new audiences into the sport: 65% of match-goers were new to cricket, and 45% female.
Working with Two Circles, the 2017 Women’s World Cup Organising Committee achieved these successes through an in-depth understanding of the tournament’s target audience, using insight around customer data to intelligently segment the cricket fanbase, create sophisticated ticket-sales models and execute personalised marketing campaigns.
The judges said that the entry was “a leading example of ticket sales and audience segmentation that clearly delivered the best results.”
Two Circles is now working closely with the ECB and ICC to deliver their objectives around the ICC Cricket World Cup 2019, using it as a platform to grow both grassroots participation and the overall reach of cricket both in the lead-up to the tournament and beyond.