By Dr Dan Plumley

13th Jun, 2022 | 1:52pm

Finance guru: Liverpool leading the revolution after £700m reveal

Premier League sides have historically failed to monetise their fans to maximum effect – but Liverpool are at the forefront of football’s data revolution and beginning to buck the trend.

That is the view of finance expert Doctor Dan Plumley, speaking exclusively to Football Insider about the Merseysiders’ use of data in the commercial department.

Fenway Sports Group’s premiership at Anfield has been characterised by the use of analytics and statistics to fine-tune Liverpool’s sporting output.

But a report from industry experts CLV Group, as relayed by the Daily Mail last Friday (10 June), found that the Premier League’s top clubs have missed out on £700million by failing to apply the same principles to commercial performance.

CLV Group found that deeper insights could help the likes of Liverpool tailor their marketing output and drive more annual revenue from sponsorship deals.

Liverpool have made progress in this regard, insists Plumley.

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“This is the figure which will make clubs sit up and take notice,” the Sheffield Hallam University expert told Football Insider’s Adam Williams.

“We think football is at the forefront of a lot of things, but often it is behind the curve. This might be one example of that.

“But Liverpool have got some of these things in motion with recruitment to data positions. They have partnered with some firms in terms of data management that help them control how they use their data.

“It’s all about engaging with as many fans as possible in as many markets as possible. If you do that, you can start to personalise the approach because you know what they like and what they don’t.

“It’s very different to the traditional engagement model of knowing X number of people have watched this game but you know almost nothing about them.

“If you start to do this personalised approach well, then you can start to monetise it, particularly in emerging markets. Liverpool are getting there.”

In other news, pundit suggests Liverpool could be forced into Thiago Alcantara change next season as injury blow confirmed.