Two Circles Appointed By Home of Cricket

Two Circles, the data driven sports agency, has been appointed by Marylebone Cricket Club (MCC) to develop and improve the Club’s customer data management.   As part of this, Two Circles will be building a bespoke data warehouse and developing new marketing tools for MCC. The key objective of the programme is to help MCC to continue to reinforce the position of Lord’s as the Home of Cricket across several marketing and sales platforms such as membership, hospitality, ticketing and retail.

Two Circles will also be providing data driven marketing consultancy to help MCC continue to move forward after an excellent summer which has seen bumper attendances at Lord’s and increased commercial returns on a number of levels.  From this MCC will be able to visualise and interpret the behaviour of its broad customer base, and use this insight to drive sophisticated and highly targeted marketing campaigns. This will build on a two year relationship that has seen Two Circles work on a number of data driven projects with the Club.

Elly Cockcroft, MCC Head of Marketing, said, “Despite the unique heritage and tradition of MCC, it is vital that we continue to market ourselves effectively using the very latest strategies and technologies. Two Circles is helping the Club to bring customer insight to the forefront of the business and making data central to the marketing strategy.”

Phil Stephan, Two Circles Consultant and Project Lead, said, “This is a great programme for us to be working on. MCC offers a wide range of products and services to its customers and the challenge of developing an integrated data infrastructure and co-ordinated customer insight with effective customer targeting and contact strategies is an exciting one. Data marketing has matured significantly over the last few years and we look forward to applying the latest techniques to assist this great institution in its efforts to maximise commercial revenue and create great customer experiences.”