Alchemetrics builds customer database for ECB

Alchemetrics has been appointed by the England and Wales Cricket Board (ECB) to create and maintain a central customer database.

The three-year partnership will see Alchemetrics develop a marketing database, bringing together data on members of ECB and first-class county cricket clubs, ticket purchasers and fans of the game into a usable central resource.

The database will be a key resource for ECB in driving customer and fan communications and building loyalty.

Francis Wallinger at Alchemetrics, said: 'ECB's investment in a central customer database will be instrumental in allowing it to connect with its members and the wider cricketing community, especially with new investment into the game.

'By recognising the power in the customer, and in bringing together members and fans in this way, the ECB is staying ahead of the game.' Will Collinson, marketing and new media manager at ECB, added: 'The ECB sees the effective management of data as a key element of our new fans services offering.'.

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