In Episode 44 of LeCorner International, we welcomed Alison Crowe, the Director of Digital and Data at the England and Wales Cricket Board (ECB). Engaging in a conversation with our Chief Executive Officer, Samuel Westberg, Alison recounted her professional journey, which included leadership roles in marketing and digital, before assuming her current position at the ECB. During her current tenure, which has spanned over four years at the ECB, Alison has navigated fascinating trajectories, generously sharing insights into her experiences in this episode. She explored pivotal topics such as the evolving behaviours of fans and consumers, emphasising the imperative for innovation to attract a younger demographic audience. In particular, Alison discussed "The Hundred," a novel domestic cricket league featuring teams from England and Wales competing in a condensed game format. She delved into fan perceptions of this new competition and elucidated how the board strategically prepared their content and digital strategies to maximise engagement. Highlighting the significance of data analytics in staying ahead of the curve, especially in community engagement, Alison emphasised the importance of ensuring a seamless user experience across registration channels for cricket leagues in England. Moreover, the conversation delved into: The ECB's use of first-party data to orchestrate significant value exchanges with fans fosters increased registrations on their platforms. The evolution of content creation, transitioning from traditional match highlights to more immersive "behind-the-scenes" narratives involving players. The role of data in enabling enhanced statistical analysis within the realm of cricket. If you had a good time listening to this episode, do not hesitate to support us: 1. By subscribing, it's just a tiny click 😉 2. By putting 5 stars on the Apple Podcast to help us spread it. Finally, if you want to know more about LaSource's activity, a small tour on our website and our Linkedin page never hurts: https://www.lasource.io and on our Linkedin page: https://www.linkedin.com/company/joinlasource/ LeCorner is a podcast dedicated to sports and digital. Every two weeks, we are pleased to receive a distinguished guest from the sports industry to talk about digital, innovation and strategic development.  If you had a good time listening to this episode, do not hesitate to support us: 1. By subscribing, it's just a tiny click 😉 2. By putting 5 stars on the Apple Podcast to help us spread it. Finally, if you want to know more about LaSource's activity, a small tour on our website and our Linkedin page never hurts: https://www.lasource.io and on our Linkedin page: https://www.linkedin.com/company/joinlasource/ LeCorner is a podcast dedicated to sports and digital. Every two weeks, we are pleased to receive a distinguished guest from the sports industry to talk about digital, innovation and strategic development.