Head of Marketing Intelligence @ PSV Eindhoven
Joeri Verbossen is Head of Marketing Intelligence at PSV Eindhoven. At the marketing intelligence domain of PSV they develop the use of data to one of the strategic pillars of the football organization. Data is used in marketing campaigns but also for extensive data analytics on topics like merchandise, ticketing, food & beverage and business. Data from all divers sources is analysed and turned into actionable information and data is used in creative and effective marketing campaigns. The goal? A segmented and personalized marketing approach across all channels resulting in better service, engagement and conversion for both fans and business partners.
PSV, currently in top position of the Dutch championship, has a long tradition and great fanbase. However, the new generations of fans require a new approach. Although some clubs are struggling to keeping up with fan attendances, PSV has found a way to counter this. In the 2018/19 season, the club had a 97% occupancy rate with on average 33,889 fans in the 35,000 capacity Philips Stadion. During his presentation, Joeri will share PSV’s strategy of personalised approach, developing engaging campaigns that bring fans to the stadium.