Tennis Australia delivers increased local community investment utilising The Kinetica Group’s Localised Data Intelligence
The challenge
Tennis Australia has seen significant success in recent years with strong participation, investment in infrastructure, and fan engagement. Despite this growth, Tennis Australia continuously looks to improve strategic planning, with a particular focus on increasing participation and enhancing the club infrastructure network.
Tennis Australia lacked insight into each local community, limiting their ability to understand where opportunities existed to improve venue performance and engage the communities they served.
The solution: Developing powerful new data and insights
Tennis Australia partnered with Kinetica in 2021, creating a new and comprehensive set of localised data intelligence supporting strategic decision-making. The outcome was threefold:
Localised approach:
Kinetica’s approach combines its own unique localised data on sport and recreation behaviors and attitudes, contextual data that profiles the community as well as integration of a selection of Tennis Australia data.
Digital tools & expertise:
Through Kinetica’s digital data tools and expert analysis, Tennis Australia understood existing and potential demand, supply dynamics and relative performance for each of the 4,500+ tennis venues in the country
Prioritising for potential:
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
Outcome: Positioning Tennis for continued success
Benefits of this approach are being realised across multiple use cases such as optimised network planning by geography, improved venue performance, enhanced and tailored investment cases to all levels of government and upgraded investment in workforce capacity and capability building.