Chelsea Football Club will use an analysis tool to consolidate customer information and introduce more effective marketing campaigns.

With the software, Chelsea intends to merge data originating from multiple sources and gain a consistent view of its supporters. The club will the use the analysis to launch targeted marketing campaigns and examine data response to increase marketing return on investment.

By better understanding its fan base, the club hopes to increase profitability by offering new products and services.

“As our business continues to grow globally, it is important that we maintain close relationships with our fans,” said Natalie Waddell, head of customer relationship management at Chelsea FC.

“With the right tools we will be able to understand our consumers better, communicate and tailor our campaigns more effectively and develop the right products and services to ensure we continue to enjoy long term, profitable relationships with our fans.”

The software will be provided by smartFOCUS.