New sports technology business Fanbox launched a behavioral marketing platform for clubs that it says "will change the way they interact with fans," according to Paul Nicholson of INSIDE WORLD FOOTBALL. Fanbox’s digital platform generates data sets of behavioral analysis from the real-time combination of digital and physical actions by its users. Those actions give each fan a ranking (FPI -- Fan Performance Indicator), "which will indicate to the club that fan’s potential value." The technology not only holds data on who the fans are and where they are located, "but also on what they are doing and how they are interacting with the multiple touchpoints available." Fanbox is a joint venture between digital loyalty specialist Advice Group and AWE Sport Int'l, a sports marketing agency. Advice Group CEO Fulvio Furbatto said, "This new company allows us to finally bring progress marketing in sport, thus applying behavioral loyalty techniques to a sector that is still unripe. We are talking about monetizing undervalued relationships inside already-existing vertical communities." The Fanbox technology integrates with existing CRM technologies "with the aim of delivering a deeper relationship and ‘managed’ pathway of the that relationship between the club and the fan" (INSIDE WORLD FOOTBALL, 10/11).
