Harriet Eastham on benchmarking data with Premier League clubs

Thanks to Harriet Eastham, Research and Insights Executive from Southampton Football Club for doing an awesome job in answering all the questions.

Full Transcript available in the Sports Geek Nation Member's Area.

Here's the highlight question from the Sports Geek Nation AMA with Harriet Eastham.

Harriet Eastham is a Research and Insights Executive from Southampton Football Club, a professional association football club playing in the English Premier League.

Harriet was a Sports Science student at Loughborough University before joining the club having gained an MSc in Sports Digital and Media Technologies which opened several doors into the sports digital industry.

Prior to her stint at Southampton FC, Harriet was a Junior Marketing Analyst for GiveMeSport, an online media publisher that provides fans with up-to-date features, interviews, match previews and reviews. She was also a former executive producer of “Soccer Centre” a dedicated podcast of news and interviews about women's soccer in Women in Sport Podcast.

Connect with Harriet Eastham on Twitter @HarrietEastham, LinkedIn and Slack @Harriet Eastham

Find out more about Southampton Football Club at southamptonfc.com

Harriet Eastham:

In terms of social we use a range of tools that pull in public data such as engagements, video views etc such as CrowdTangle – there's a clear correlation to commercial revenues versus the size of your digital following. Therefore, we collate the competitive set and benchmark on a regular basis how we are performing. I'd say in terms of sharing data between clubs it's more rare as it's a competitive league but it would be good to see more collaborative sharing between teams to ensure the league as a whole is as strong as it can be.

• What has been the focus of your role?
• Is it on field data or off field data that is the focus of your role at Southampton?
• How are your commercial and data team organised?
• What kind of tools do you use to help you deal with the data?
• Have there been any surprises from this form of content affiliated with the club?
• What publications and events?
• Do you value as having a reputation for gaining new ideas and knowledge within sport?
• Would you value a consolidation of data sets generated from other Premier League clubs to improve fan engagement?

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