Derbyshire extend partnership with Performalytics

Derbyshire County Cricket Club have extended their relationship with data analyst partners, Performalytics for the 2020 season.

Performalytics have worked with Derbyshire since 2017, and have played a key role in the club’s marketing strategy and data-driven work over the last three seasons.

The collaboration saw more than 22,000 people attend Vitality Blast games in Derbyshire during 2019, including a first sold-out East Midlands Derby since 2013 and a third-consecutive sell-out against Yorkshire at Chesterfield.

The Local Rivals Collide campaign earned Derbyshire the Blast It Communication Award at this year’s annual ECB Business of Cricket Awards, while the club and Performalytics have been jointly-nominated for the Data & Business Impact Award at the Sports Industry Awards 2020.

Marketing and Communications Manager, Tom Skinner, said: “Performalytics help us to better understand of our supporters, so that we can make the most of our marketing resource and continue to grow attendances across Derbyshire.

“We have focused on new ways to grow our Membership, while retaining Vitality Blast ticket buyers and attracting new audiences. Both areas have seen growth in recent seasons, with Membership revenue increasing by 10% since 2018 and the club recording a record T20 aggregate attendance in 2019.

“Performalytics and their careful analysis of our data, as well as a structured online dashboard, are key to this and we look forward to developing our partnership.”

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