Try, try, try: how the Australian Rugby Union brought data to life with analytics

Recording data at a sporting event is one thing. Making sense of it is entirely another. Here's how the Australian Rugby Union joined forces with Accenture to bring a new level of detail to its fans.

by Dave Stevenson
Last Updated: 18 Mar 2014

The Australian Rugby Union has fans, and plenty of them. When the British and Irish Lions toured Australia in 2013, more than 400,000 fans attended nine world-class matches.

Accompanying the tour was the official app, developed by Accenture. It used the company’s vast experience in analytics to deliver real-time analysis during matches, as well as breakdowns of player performance and video highlights.

The result? Tens of thousands of downloads, and increased fan engagement in the highly competitive market of professional sports. Cloud-based delivery of CRM meant more fans could engage with the tour, which meant more social media sharing and impressive worldwide reach.

The stats produced by Accenture’s analytics reached nearly a quarter of a billion fans through combined print, online and social media outlets.

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