In this episode, Rich Cooper, Data & Insight Manager at AFC Bournemouth, joins Susan McKay, International CMO at Dun & Bradstreet, to explore how data is powering innovation and personalisation in football. Rich shares his journey from financial services to football, and how agility, collaboration, and experimentation are helping the club better understand and engage with fans. From building a centralised data foundation to launching a preference centre that boosted email engagement, Rich explains how data is being used to make smarter decisions and create more meaningful experiences. He also reflects on the human side of data – like the story of a young fan from Chile whose love for the club began with a video game – and how storytelling can bring data to life.