PMN Log

It seems that Arsenal are already making back what they invested in their CRM system and Marketing Week reports that it was a key factor in the decision by Emirates to sponsor Arsenal.

he Premier League club announced plans to put a new CRM system at the heart of its marketing activity this year. Emirates, which will receive a number of additional marketing rights from Arsenal as part of its new deal, says the system will lead to more “effective” marketing campaigns through the club’s customer shop, Facebook page and stadium on match-days

It shows the increasing use of CRM by major football clubs in England and this will grow for the increasing amount of revenue that could be generated by fans who don’t attend games.

“If we stop associating members with ticket access that will change the game; it’s about fan experiences. We are investing in a CRM system to register interests and passions so we can then send those people on appropriate journeys of affinity and provide access at an appropriate level.”

The club is looking to pull together customer data from its customer shop, its 10.5 million Facebook fans and official Twitter account’s 1.5 million followers and target them with different offers and membership options as it changes its definition of club “membership”. It will also introduce social sign-ins across its digital platforms to help drive additional value through Facebook.

It would be interesting to know which CRM application they used. Probably not Siebel with all of the links to social networking that the system needs to work.

The Guardian previews Aston Villa ahead of the new English premier league campaign. It seems quite lightly optimistic in tone but still, when compared to the years of 5th and 6th place finishes quite depressing for me. But I doubt how it can get worse after last year even if we did avoid relegation.

So, all in all, the new Villa manager has quite a job on his hands, although it is one that he should relish. The fans will be right behind him and the only immediate pressure Lambert will be under is the pressure that he puts on himself. Serve up some expansive football and avoid being mentioned in the same breath as a relegation battle and Villa, after two miserable years, will be heading in the right direction. That, together with some more good news about Stilian Petrov winning his battle against acute leukaemia, should give Villa supporters something to smile about.

Guardian writers’ predicted position 12th

Analysis from the financial side in the Guardian.

Among the many reasons not to buy shares in Manchester United in the forthcoming flotation on the New York Stock Exchange are the pure, cold financial numbers. The updated prospectus shows what happens when the team flops in the Champions League: ignoring a one-off tax credit, the club will report a small operating loss from continuing operations for the 12 months to June this year; and revenues will be about 4% lower than the previous year at £315m-£320m.

Yet the Glazers hope buyers can be found for Man Utd at a price tag of almost $3bn (£1.9bn). Six times revenues! That’s a rating associated with go-go technology stocks where income doubles every couple of years. At Man United, despite the Glazer camp’s boasts about greater commercial adventure and bigger sponsorship deals, revenues have advanced by a grand total of 14% over the course of the past three years.

No doubt about tonight, it’s the biggest game for the Irish since the game against Germany in Japan in 2002. However, we need an even bigger performance than that night as we need at least a win against Spain to have a realistic chance of making the quarter final. I don’t think 4 points are going to be enough to get out of the group.
I have a feeling that the Irish could transform themselves. They did it against France in the play-off for the world cup when after a poor performance in the first leg, they went on to dominate the second match and won it 1-0 after 90 minutes. Could it be a similar story tonight?

Marca have done it again with their fantastic schedule for Euro 2012. Click the line for more.

It looks like Paul Lambert is going to be appointed the Aston Villa manager in the coming hours. I have to say he is the first manager I have been enthusiastic about since Martin O’Neill. Next season will be an optimistic one

Aston Villa fans were right: Alex McLeish and club do not go together | Stuart James | Football | guardian.co.uk

Extraordinary not because McLeish came from Villa’s rivals, Birmingham City. Extraordinary because McLeish had just suffered his second relegation with Birmingham in three Premier League seasons. And extraordinary because he is synonymous with a brand of football that, to borrow the former Villa manager Graham Taylor’s recent description, “looks [like] you are preparing a side not to lose”.

I recently completed a 3-weekend skiing course based on the principles of Parallel Skiing out of Munich. It was a super-enjoyable course with great instructors who were incredibly patient and good-humoured. It was well-organised with every detail was taken care of like a different set of skis for each days tuition (the idea is to start on very short skis and learn how to stop using parallel movement and then progress to longer skis). The next course begins next January but if you send an email to , you will be contacted in November next about the upcoming course.