‘Cricket Victoria utilises Kinetica’s localised data intelligence to grow junior cricket by 33%
The challenge
Cricket Victoria’s vision is to make cricket “Victoria’s favourite sport and a sport for all Victorians”. An important element in achieving this vision is building the data intelligence capability of the organisation to assist with planning, decision-making, and execution both centrally and within local communities.
Cricket Victoria was looking to improve their intelligence and understand where their field staff should optimise participation growth opportunities, and in turn grow junior cricket registrations and retention.
The solution: Evidence assisted network planning
Kinetica has worked with Cricket Victoria to provide critical business intelligence and planning tools to their community, participation, and commercial teams. This has included in-depth analysis of available internal data to support planning and decision-making for the current and future participation network for cricket.
This analysis enabled Tennis Australia to identify facilities with the highest growth potential, with recommendations to enhance these facilities, ensuring they meet the specific needs of the communities they serve.
Prioritising for potential:
Kinetica’s participation demand outputs were analysed concurrently with the existing club supply network. Every club was segmented into one of four segments to assist in prioritising region and club focus. Clubs with high demand and low supply were specifically identified and prioritised, which in turn empowered field staff to focus on the zones and clubs with the highest growth potential to promote and offer the right cricket products.
Kinetica’s participation demand outputs were analysed concurrently with the existing club supply network. Every club was segmented into one of four segments to assist in prioritising region and club focus. Clubs with high demand and low supply were specifically identified and prioritised, which in turn empowered field staff to focus on the zones and clubs with the highest growth potential to promote and offer the right cricket products.
The outcome: Harnessing data intelligence across the organisation
This sharp focus has led to a 33% increase in junior registered participants within prioritised regions.
We continue to work with Cricket Victoria to develop further its data assets and capability to leverage data intelligence to assist with planning and decision-making across their organisation. Within the community cricket team, we are building out datasets across demand, supply and activity metrics and pulling these through to digital dashboards and our geo-spatial mapping tools to generate unprecedented insights at the local level.
‘Kinetica provides strategic intelligence that has allowed Cricket Victoria to efficiently organise and grow our business at a rapid pace. Kinetica’s practical and easy-to-access tools have been the catalyst to grow participation and importantly focus on our strategy to grow WWCB’.
Clinton Kennon, Head of Customer Experience, Cricket Victoria