How one Southern California company is using “big data” and cutting-edge technology to drive tournament revenues for golf courses and country clubs.
Entrepreneur: A passion for “big data” has opened giant opportunities for tech-savvy golfer, Brittany Kelley. Starting her career in the golf industry in 2007, as director of sales and marketing for several KemperSports managed facilities, Kelley headed up tournament sales for individual golf courses. Closing a tournament sale wasn’t her biggest challenge, finding the tournament leads was.
Technology solutions: Fast-forward to 2010 and Kelley had moved into a new position developing technology and marketing solutions for golf courses. “I realized that you can build a technology platform to solve almost any business issue.”
“Aha” moment: Harrold Golf is a synergy of technology and marketing. The company was founded after Kelley identified the goals and data sets she wanted the technology to produce. Once the program was built, the system was trained to use, sort and analyze “big data.” The massive volume, variety and velocity of golf tournament information moving through the system is then categorized into useable marketing data sets.
Full circle: Golf courses and country clubs contract Harrold Golf to provide tournament leads for their sales teams. A custom, multi-faceted marketing campaign is designed by Harrold Golf for each golf course and then deployed to the target tournament leads. “The response and interest from golf course managers has been tremendous. But, even more rewarding is to watch every single campaign we have run, be successful. To talk with excited clients about how much revenue they have generated, well, it just doesn’t get any better than that.”