Dr. Paul Bedford to translate DataHub insight to improve sector retention rates

A new partnership between Retention Guru and DataHub aims to help operators develop effective strategies to target member retention based on accurate, timely information around user activity.

The agreement will see world-renowned retention expert, Dr. Paul Bedford, act as a translator to unravel the business intelligence held within the DataHub, helping operators understand, interpret and take action on what it tells them.

Founded in 2013, the DataHub is a virtual repository for sports and leisure data, holding information from more than 80 operators and their visitors at over 1,900 sites; by sharing up-to-date intelligence, those investing within the sector can benchmark and make more informed decisions.

Dr. Bedford said: “Using the information held within the DataHub we can run analytics and measure retention, attrition and attendance for each individual facility. This includes the application of survival analysis to calculate retention, lifetime value and attrition rates, in order to develop a strategy based on what’s actually going on within their business on a day to day basis.”

Retention Guru will offer online coaching, both one-to-one and in groups, to help operators interpret and take action on their data and will also be able to delve deeper into the DataHub’s insight to provide a broader range of advice. “By interrogating additional data, such as the value of activities across key areas and the geographical demographics of members, we can also measure the impact of other factors that may contribute to member drop out, which has never been done before,” Dr. Bedford said.

“Using data for insight and benchmarking, Retention Guru will be able to create site-specific strategies to help operators effectively move the needle on retention,” said Chris Phillips, Head of Sales at DataHub. “This will include creating hands-on staff-to-customer facing activities, as well as the automation and sequencing of a wide range of digital content, including SMS, email and video, to ensure customers are appropriately targeted.”

DataHub Club members will also have access to Retention Guru’s comprehensive library of training videos, which will assist in operators embedding new behaviour and practices. In addition, webinars and regional seminars will be held, focusing on interpreting data, improving the overall customer experience and staff training activities that impact customer retention.

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For further information or photographs contact:
Abigail Harris at Big Fish Public Relations
Tel: 07738 331019
Email: abigail@bigfishpublicrelations.co.uk