Gemba has appointed experienced strategy, technology and data executive Mark Zucco as its new Divisional Manager – Data & Analytics.

Zucco will lead Gemba’s service offer across data strategy, data management and warehousing, business intelligence, outsourced data services, predictive analytics, and other analytics-led products and software for the sport and entertainment sector.

Gemba also announced it has been appointed to provide business intelligence and data services to the Melbourne Cricket Club, custodians of one the world’s greatest sporting venues, the Melbourne Cricket Ground. This builds on Gemba’s recent data and analytics work with NRL clubs Parramatta Eels and Melbourne Storm, and the agency’s certification as a Ticketmaster Nexus Partner.

Zucco joins Gemba after a period of strategy consulting with SPP where he worked across major data projects for the likes of CSIRO and Greyhounds Australasia. Prior to this he spent six years at Racing Victoria overseeing strategy, projects and data & analytics.

Gemba has also appointed Tanay Arora, formerly at Deloitte, as a Data Analyst in Melbourne, and Deepa Rajaram, with experience at Westpac and Infosys, as a Senior Data Analyst in Sydney.

Andrew Condon, Managing Director at Gemba, said: “Mark has been instrumental in helping define and build our Data & Analytics offer over the past six months and we are very pleased to be able to announce his appointment to lead this division. His background in sports, strategy consulting, data and analytics, and technology implementation is a perfect combination to help our clients solve critical business and strategic problems through better use of data.”

Zucco said of his appointment: “With a career that spans sport and management consulting, joining Gemba was a no brainer. I’ve admired and respected Gemba for many years and working with the team over the past six months to establish the Data and Analytics division has given me a great insight into the quality of people, work and clients. I’m excited by this opportunity and look forward to growing the division while adding value to some of the biggest brands in sport and entertainment through high-quality data and analytics services.”

About Gemba Data & Analytics: Specialising in insights, data, analytics and strategy for the sports and entertainment sector, Gemba’s Data & Analytics product suite encompasses:

• Data Ignition – Baselining organisations’ data strategy and identifying gaps and opportunities, including: business requirements, data architecture, readiness assessment, and data strategy development
• Data Acceleration – Embedded expertise to upskill teams and unlock the value in data, including: data quality management, strategic KPI reporting, data visualisation, data governance, training and capabilities, addressing pain points and unlocking data opportunities, and exploring new data platforms and solutions
• Data Services – Ongoing management and delivery of data strategy, including: data integrations across a range of third party and first party sources, reporting and visualisation, audience/attendance predictive modelling, fan segmentation, member optimisation (acquisition and retention), ticket and membership pricing optimisation, schedule optimisation, digital marketing and CRM

Gemba is a certified Ticketmaster Nexus Partner.