1 minute read

Most golf clubs collect data in droves – tee times, member info, pro shop purchases, food and beverage sales, event participation, and more. But collecting data is only the first step. 

The real value lies in what you do with it.

Good data management means all that information is organised, accessible, and actionable – members separated from visitors, for example – so you can ensure appropriate messages reach different groups of people based on their wants and needs.

That’s how you start to understand that data on a deeper level. You’ll start gaining knowledge on their habits, their preferences, even when they’re most likely to book a round or attend an event.

It takes time to get to this stage, and we know that time isn’t a friend of golf club management teams, so here are 5 things you can implement over time to ensure you’re making the most of your data:

1. Consolidate your systems: Ditch the pen and paper and scattered spreadsheets. Use a central platform (there are some great CRMs out there that don’t cost as much as you might think).

2. Clean your data: Outdated emails, duplicate entries, or incomplete profiles can really hamper your efforts.

3. Train your team: Everyone that collects data, from the pro-shop to the general manager, should understand how to use and input that data correctly.

4. Segment your audience: Break your data into groups — members, groups, green fee players or event visitors, for example. Oh, and speak to them differently!

5. Track what works: Open rates, click-throughs, unsubscribes – these metrics tell you what resonates and what doesn’t.

You can bring in £1000s of additional revenue every year just by using your existing data better. Try these points and see what difference it makes to your club.