Short promotional panel from Salesforce (YouTube, Feb 27, 2024) describing how the Australian Football League (AFL) and its clubs use Salesforce tools (CRM, Tableau, Einstein One AI) to improve fan engagement and operations. The video emphasizes the AFL's scale (18 clubs; "one in seven Australians" are fans), club diversity (e.g., Giants in Greater Western Sydney), data-driven tools (member data combined with ABS census data, mapping in Tableau), trust/safety of data, and reported 2023 outcomes for clubs on the Einstein One platform (of 10 clubs using the platform, 8 grew membership and the other 2 grew membership by more than 10%).
Questions this video answers
18 clubs.
One in seven Australians.
February 27, 2024.
"In the year 2023 we saw of 10 of the clubs on the Einstein One platform, eight of those grew their membership and of the last two grew their membership by more than 10%." (verbatim from source)
Chapters
Sport has the power to unite people and to bring people together from so many different diverse backgrounds.
Seeing over 100,000 fans in one place, that is literally goosebumps. Working at the afl, it is incredibly important for us to be custodians of the game.
The Australian Football League is a game that's been around for nearly 200 years now. The AFL has 18 clubs. One in seven Australians consider themselves a fan of the AFL. That's a massive ecosystem. No one club is the same as the next club. They have different backgrounds, they have different needs. Giants are a new club and have been established in Greater Western Sydney.
We're a small club that's growing, but ultimately we're kind of the little fish in a big market. You know, we have to fight for everything we get. Being able to understand what fans want in a new market is critical to the success of a growing club. We've been able to connect with our fans in a whole new way through the combination of CRM, AI data and trust.
We needed to build one platform to be scalable, needs to be reliable, needs to work for every one of those organizations. And Einstein One platform does that in the best possible way. We now can see that full view of customers.
We've been leveraging Tableau and its mapping capability to create a really visual tool. Being able to bring multiple different data sets in together into the one dashboard in a way that really enriches the data. Taken our member data and combined it with the Australian Bureau of Statistics census data to get a holistic picture of where our members are in relation to the demographics of the area.
Our ability to use the AI tools built into something like the Einstein One platform to augment our people so we can continue to service our fans well into the future and to give them hyper personalised content. You're getting information from your club about your fandom. We've seen hundreds of hours of manual work taken out of our club ecosystems across every club on the platform. And in the year 2023 we saw of 10 of the clubs on the Einstein One platform, eight of those grew their membership and of the last two grew their membership by more than 10%.
There's a lot discussion around LLMs leveraging data from a lot of different places, but we know our data is safe for Salesforce.
That's a responsibility that's incredibly important to everyone. Our jobs, all of our jobs, is to make the game better in the time that you're working the afl, whilst.
The product on the field is afl. And that's what it's about. It's about building a community that is so much bigger than just the sport that we play. That's where Salesforce comes in.
