Case study: The value of sharing data for improving market reach

Thu Apr 16, 2020
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How a UK leisure operator shares data about its available products and how to purchase them to reach new customers

In this case study we look at how, to reach new customers, UK leisure operator Everyone Active shares data about its available products and how to purchase them.

This case study is part of a project exploring the value of data sharing in the private sector. When sharing data, businesses face a range of challenges. A significant barrier is a lack of understanding of how increasing access to data can create business value, for example, by enabling new business models, increasing efficiency or reducing costs.

To help address this, we have been documenting real-world examples of how the private sector is creating value from increasing access to data.

Key findings

  • Sharing data about products and services is an increasingly important part of sales and marketing, enabling businesses to improve their market reach.
  • Third parties use reference data about products and services to create search engines and recommendation tools that can help new audiences and communities find relevant products and services.
  • To reach new audiences, Everyone Active has been publishing standardised open data about opportunities to be physically active, for example, the time and location of fitness classes or swimming lessons.
  • Publishing this ‘opportunity data’ openly is growing the economic value of the leisure and activity sector by increasing sales of underused products and supporting underserved communities.
  • Everyone Active has so far seen an increase of almost 11,500 customers from its partnership with data aggregator MoveGB, 95% of whom had never been members before and 36% had never previously used an Everyone Active service.

Many businesses are embracing the sharing of data, and are seeing tangible benefits for their organisations and across their entire sectors. Josh D’Addario, Consultant at the ODI, has been talking to these organisations and researching the benefits. Josh shares his top seven reasons why businesses should be sharing data.

Read article

The ODI is engaging with private-sector companies to show how sharing data can positively impact the bottom line.

We are already seeing open approaches to data happening in sectors such as physical activity, banking, and pharmaceuticals.

This project seeks to demonstrate the business value of sharing data to a sector, network or individual business, looking at how an organisation might benefit in terms of innovation, network capabilities, and brand positioning.

Find out more

Get in touch with our team to discuss the potential for your organisation to get more from data, join our events and follow our research



We’re currently developing a toolkit to help people working in the private sector to plan their data sharing strategies. It is due to be created by the end of March, so please share your details below to receive the toolkit when it’s ready.