2309THS Assessment 1 by

The Role of Consumer and Club Data Manager

liamh09218 — 2025-03-24 02:42:16 UTC

The role of Head of Consumer & Club Data Manager involves having strong logical reasoning skills and business intelligence to improve player performance as well as fan engagement and club operations. This role is highly flexible and is constantly handling different tasks to further help the team on and off the field. This role organizes and manages a team of analysts by making strong and educated decisions using data and analytics in order to drive high performance and quality. The role implements tools and strategies that are used to translate data into valuable business insights

The Responsibilities of Consumer and Club Data Manager

liamh09218 — 2025-03-24 03:05:52 UTC

The responsibilities of this role are to manage and oversee data collection and storage over multiple different events, develop regular reports that monitor and measure the vision and strategy of the company, support other departments with data insights to keep team members informed as well as driving strategic priorities. More responsibilities for this role include: coordinating staff to assist with the collection of data at various events, maintaining relationships with third party performance analysts and managing data tools and software's to ensure accurate data collection

On-Field Performance

liamh09218 — 2025-03-26 01:50:20 UTC

The Gold Coast Titans have been struggling on the field which can lead to a strong decline in fan support and engagement and overall community interest. The Titans finished 14th overall with the 4th worst defence in the NRL largely due to injuries sustained to their captain Tino Fa'asuamaleaui. If they continue to not perform on the field decreased fan support will follow along with decreased attendance at home games. This could also negatively impact stakeholders due to poor performance lowering brand value therefore making sponsorships harder to obtain.

Fan Engagement

liamh09218 — 2025-03-26 04:04:32 UTC

The Gold Coast Titans have been desperately trying to increase fan engagement by announcing new platforms and programs. In March 2024 the Titans announced their new League ability education platform with junior rugby league clubs across Australia. This program aims to assist junior rugby league clubs with educational and resource needs as well as upskill and increase the volunteers at community clubs. The Titans believe that this program will increase their overall fan engagement and showcase the community engagement opportunities that the Titans are trying to achieve.

Data Integration

liamh09218 — 2025-03-26 05:01:54 UTC

Like many clubs in the NRL the Gold Coast Titans are attempting to integrate data across multiple platforms in order to enhance their operational efficiency and fan engagement. Chris Knell, the current Head of Consumer and Club Data for the Titans noted that the relatively small scale of NRL limits their ability to vertically integrate therefore making data management more difficult. However, Chris Knell considers the Titans to be one of the more progressive clubs regarding data management compared to other NRL teams.

Identifying Key Stakeholders

liamh09218 — 2025-03-26 05:37:57 UTC

The Titans have explored many different partnerships, sponsors and more in order to identify and include all their key stakeholders. The Titans have supported grassroot stakeholders and charities through player appearances as well as donations of signed merchandise, creating strong community relationships. The Titans have also maintained relationships with local Aboriginal and Torres Strait Islander organisations such as the Preston Campbell Foundation and Deadly Choices. The Titans also offer education and rugby league development programs in schools to inspire younger students, setting them up for a pathway in rugby league.

NRL Expansion

liamh09218 — 2025-03-27 01:24:16 UTC

The NRL is constantly expanding to enhance their competitiveness with the introduction of new teams like the Dolphins. Another team in Queensland intensifies the competition for media attention, supporters and heightens the market share for the Titans and other Queensland NRL teams. Expanding the NRL also comes with significant financial investment. Newer teams that are introduced may attract funding therefore possibly diverting funding from already existing clubs like the Titans. The NRL has already stated a PNG team will be introduced in 2028 which could reduce funding for the Titans (NRL.com, 2024).

Enhancing Fan Engagement

liamh09218 — 2025-03-27 02:03:28 UTC

As Consumer and Club Data Manager it is vital that data analytics is used in order to enhance fan engagement and more. Utilizing data and analytics, marketing campaigns can be targeted that are aimed at increasing memberships and attendance. Previously the Titans have offered tailored membership packages which resulted in a record membership of 16,047 in 2024. By analysing feedback from fans as well as attendance patterns at gamedays the Titans introduced themed game days, improved amenities and more improving the overall satisfaction of fans as well as repeat attendance from supporters (Titans.com.au, 2024b).

Addressing NRL Expansion

liamh09218 — 2025-03-27 02:17:01 UTC

The Titans and NRL have previously met in May of 2021 to engage in conversations about the NRL expanding. The Titans were previously worried about a new team entering into South-East Queensland possibly hurting their fan support and financial performance. With a new team entering in 2028 the Titans can ensure an understanding of market dynamics to leverage data analytics in order to assess the factor and create strategic plans to maintain and grow their fan base whilst the NRL continues to expand.

Data Integration

liamh09218 — 2025-03-27 03:07:24 UTC

Establishing a centralized data ecosystem in order to bring together consumer, ticketing, membership and performance analytics is vital for the Titans. The NRL has already recognized the importance of these data systems by modernizing their own data platforms therefore gaining a clearer view of their community which has led to improved decision making and fan engagement strategies. The NRL has partnered with Catapult which demonstrates the value of centralized data in sports (Ambler, 2021). If the Titans implement a centralized data system it can lead to more informed decision making, enhanced fan engagement and more.

References

liamh09218 — 2025-03-27 03:08:26 UTC

References

Ambler, W. (2021, September 1). The importance of centralised data & multi-team partnerships: NRL case study. Catapult. https://www.catapult.com/blog/centralised-data-nrl-case-study

Analytics Manager job description. (2017, April 12). Recruiting Resources: How to Recruit and Hire Better. https://resources.workable.com/analytics-manager-job-description

Balym, T. (2021, May 13). NRL and Titans engage in “positive conversations” around expansion. National Rugby League; NRL. https://www.nrl.com/news/2021/05/13/nrl-and-titans-engage-in-positive-conversations-around-expansion/

Education. (n.d.). Gold Coast Titans Community. Retrieved March 26, 2025, from https://www.titans.com.au/community/school-programs/education/

Gold Coast Titans’ Data Exec Tackles Sporting Insights Challenges. (2024, February 5). Www.coriniumintelligence.com. https://www.coriniumintelligence.com/content/gold-coast-titans-data-exec-tackles-sporting-insights-challenges

Microsoft News Center. (2021, March 30). NRL kicks goals digitising decades of content, drills data to enhance fans’ experience. Microsoft Australia News Centre. https://news.microsoft.com/en-au/features/nrl-kicks-goals-digitising-decades-of-content-drills-data-to-enhance-fans-experience/

Moller, J. (2021, July 22). Is bigger always better The commercial and legal challenges of expanding the NRL Part I. Nortonrosefulbright.com. https://www.nortonrosefulbright.com/en/inside-sports-law/blog/2021/07/is-bigger-always-better-the-commercial-and-legal-challenges-of-expanding-the-nrl-part-i

Notley, D. (2024, September 12). Gold Coast Titans 2024 season review - rugbyleaguebooks.com. Rugbyleaguebooks.com -. https://rugbyleaguebooks.com/gold-coast-titans-2024-season-review/

NRL.com. (2024, December 12). Papua New Guinea to join the NRL in 2028. National Rugby League; NRL. https://www.nrl.com/news/2024/12/12/papua-new-guinea-to-join-the-nrl-in-2028/

Reconciliation Action Plan. (n.d.). Gold Coast Titans Community. Retrieved March 26, 2025, from https://www.titans.com.au/community/indigenous/reconciliation-action-plan/

Requests. (2020). Requests. Gold Coast Titans Community. https://www.titans.com.au/community/requests/

Titans celebrate record crowds ahead of ’24 draw release. (2023, November 12). Gold Coast Titans. https://www.titans.com.au/news/2023/11/13/titans-celebrate-record-crowds-ahead-of-24-draw-release/

Titans.com.au. (2024a, March 13). Titans launch Leagueability education platform. Gold Coast Titans; Titans. https://www.titans.com.au/news/2024/03/13/titans-launch-leagueability-education-platform/

Titans.com.au. (2024b, July 2). US Round returns for Titans v Eels next Saturday at Cbus. Gold Coast Titans; Titans. https://www.titans.com.au/news/2024/07/02/its-an-all-american-extravaganza-for-titans-v-eels-at-cbus/

Titans.com.au. (2024c, August 22). Titans Legion continues to grow with record membership in ’24. Gold Coast Titans; Titans. https://www.titans.com.au/news/2024/08/21/titans-legion-continues-to-grow-with-record-membership-in-24

Titans.com.au. (2024d, September 18). 2025 Membership on sale now! Gold Coast Titans; Titans. https://www.titans.com.au/news/2024/09/18/2025-membership-on-sale-now/

Titans.com.au. (2025, February). Five reasons to join the Legion as a Member in ’25. Gold Coast Titans; Titans. https://www.titans.com.au/news/2025/02/01/five-reasons-to-join-the-legion-as-a-member-in-25