We design and build

Marketing databases
Single customer view
Prospect pools
Data analysis
Reporting automation tools

We support and maintain

Database hosting
Database maintainence
Campaign planning
Data processing
Business intelligence reporting

We advise and consult

Project management
Data sourcing
Data product feasibility
Loyalty/CRM strategy and implementation
Supplier evaluation
Data planning

Approved Apteco FastStats Partner since 2007

Chelsea Football Club

Interim Data and Project Management


Chelsea Football Club needs no introduction!  Although they do not have the international fan base penetration of MUFC, they regularly attract in excess of 40 000 supporters at their football matches.

Like all Premier League clubs, CFC is a business and owns and runs an array of services for its fans, from an exclusive health club/gym at the Stamford grounds to the CFC Pitch Owners Club.   The club puts its fan base at the heart of its business and marketing strategy, recognising that it would only be able to offer meaningful service experience and create loyalty by ensuring that it developed an aptitude for insight creation and its application.

A customer data warehouse build was initiated, using data feeds that were easily accessible in order to achieve short term gains.  The tools originally deployed for data analysis, reporting and marketing execution proved to be difficult and complicated to use, thereby restricting its use across the organisation, so CFC undertook to find alternatives.

The challenge

There were several challenges:

  • To restructure existing warehouse data to facilitate analysis
  • To evaluate the analysis tools and recommend alternatives that would be suitable for the majority of users
  • To oversee and develop the data inputs into the second phase of the warehouse build
  • To provide expertise in a discipline that was relatively new to the CFC Marketing team

The solution

CFC appointed Aszent to undertake the role of Interim Database Development Manager for an initial period of three months. Our Technical Director undertook the role for CFC, located onsite at Stamford Bridge, managing the day to day development of the existing customer warehouse.

He was also a member of the Project Team created to develop to the second phase of the warehouse, specifying the formats for, and validating the introduction, of new data feeds that would enable CFC to implement their loyalty concept.  Aszent recommended and demonstrated analysis tools that could be implemented across the organisation at low cost and speedily.

The benefits to CFC

  • Accelerated results in the development of the new feeds and restructuring of the existing data feeds
  • Expertise in data development techniques which were shared with the rest of the team, to encourage self sufficiency
  • Ongoing support and mentoring to the Analysis team at CFC


We won the Best Use of FastStats 2011 award, which we could never have done without the amazing support of Aszent and their FastStats design. Thanks to Aszent’s expertise we have been able to develop exciting and innovative marketing communications plans, with FastStats the centrepiece of all our activity. — George Gee, CRM & Loyalty Manager, Costa Ltd

Call Aszent on 07887 653595