ForeBiz

Proprietary Demand Analytics = Targeted Marketing

Using a combination of specific demographic variables, publicly accessible databases and technical model-building to correlate the demand for golf, Sequoia’s in-house research team can identify a client’s most target rich geographic markets and specific prospects with the highest probability to join the club.  This powerful data maximizes marketing return on investment. 

These performance analytics are used by Sequoia management to remove subjectivity out of key operating strategies such as:

• Mapping targeted members and customers “thermally” to assist sales and marketing teams in marketing campaign efforts
• Compare between like courses to refine pricing and repositioning strategies
• Utilize detailed weather data (50 daily data points) to determine weather-based play patterns to determine appropriate staffing levels.
• Major investment, capital improvement, or disposition decisions.

Internal Business Intelligence = Member Retention

The same analytical horsepower used to predict golf market demand can be turned internally to focus on evolving member trends.  Sequoia analyzes play pattern data by demographics (age / location / income / family vs. individual) and combines these findings with membership surveys to enhance the relevance of new product offerings and model the impact of proposed pricing strategies.