Customer description

The Royal Dutch Golf Federation (NGF) is the umbrella body for golf in the Netherlands. The NGF strives to get more golfers to play more often through activation campaigns and needs insight into golfers' playing behavior to measure the effectiveness of these campaigns.

Challenge

To measure the effectiveness of activation campaigns, the NGF needed high-quality data and detailed insight into golfers' playing behavior. This required a thorough analysis of data quality and the implementation of Business Intelligence (BI) dashboards.

Solution

Blackbirds was brought in to perform data quality analyses and set up BI dashboards using Microsoft Power BI. These dashboards were supposed to provide insight into the playing behavior of golfers and the effectiveness of the activation campaigns.

Approach by Blackbirds

Blackbirds started by identifying the needs of various internal departments within the NGF. Together with the NGF's knowledge holders, a phased rollout of the BI dashboards was chosen, with the dashboards first set up for internal use. The next step was to investigate how these dashboards could be used effectively for Dutch golf clubs.

Blackbirds developed various dashboards with management information in the NGF corporate identity. These dashboards offered various filtering options to gain insight into golfers' playing behavior at different levels. In addition, Numa drew up data governance advice to ensure data quality and provided recommendations for further improvement of data quality.

Results

The dashboards developed by Blackbirds provided the NGF with detailed insight into the playing behavior of Dutch golfers. This enabled the NGF to better measure and optimize the effectiveness of their activation campaigns. Blackbirds' data governance advice ensured that data quality was guaranteed and that the NGF could continuously work to improve the available data.

In addition, Blackbirds worked with the NGF to make the data better and easier to understand, with attention to youth development, disability (hcp) and courserating policies. This resulted in a better understanding of golfers' playing behavior and the opportunity to take targeted actions to promote golf in the Netherlands.

Conclusion

The use of Blackbirds has helped the NGF to ensure high-quality data and to gain detailed insight into golfers' playing behavior. By implementing BI dashboards and thorough data governance advice, the NGF was able to better measure and optimize the effectiveness of their activation campaigns. This has contributed to the NGF's goal to allow more golfers to play more often and to promote golf in the Netherlands.