Insight & strategy throughout the weekend, with data from day one helping to shape days two and three of the event. The company held all-staff meetings every evening on an event weekend to analyse what worked and what did not, and where improvements could be made. Antrobus says quantitative and qualitative data was ready for those meetings 90 minutes after play finished. The leadership team also gets regular insight updates on issues such as fan sentiment, as well as information that could provide good media talking points. We do the right work at the right time to make sure we always have data to hand that can help our agendas and give people good speaking points, Antrobus adds. Other areas of focus include broadcast ratings, social media growth and following, and sponsorship exposure. Most of the senior executives at LIV Golf come from organisations that are very data orientated, Antrobus explains, which has helped the insights function hit the ground running. While there is no insight portal yet, because of the relatively small size and newness of LIV Golf, the research team share insights work across business once it is complete. Once you get known as the person or people who might be able to answer a question for someone, you suddenly become the place everyone wants to come to, Antrobus says, adding it is not just about how you drive the business forward, but how you get the business to invest. Each tournament has qualitative fan forums post-event sometimes with up to 20 participants with senior team members invited to attend on the understanding that they make themselves available to answer any questions. Ive never been a fan of keeping data to myself, Antrobus says. I want people to come to see and listen to fans speak in their own words about our I want people to come to see and listen to fans speak in their own words about our brand and events brand and events the fans can express it far better than I can. The return on that is that I ask them politely, but sternly, to attend the debrief afterwards to discuss what we do with what we have learnt. The quick turnarounds needed to allow LIV Golf to evolve Saturday and Sunday fan forums are often discussed on a Monday morning mean the insights team has had to be more willing to share incomplete information. Antrobus says that, sometimes, 75% of the right answer at the right time can be better than 100% of the right answer at a much later date, especially during a hectic golf season. That immediacy of reporting in this business is needed and much appreciated, he explains. We need to be slightly more accepting of partial data and partial answers so we can deliver at the right time. Theres a need for flexible working, given the global nature of the tournaments, with matches having been played in the US, the UK, Saudi Arabia and Thailand. I dont need people to work 24 hours, seven days a week, states Antrobus. But I do need people to approach it with 36 Impact ISSUE 40 2022_pp34-37 I&S LIV Golf.indd 36 13/12/2022 17:12